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Module specification: Marketing of 25 CIM October 2014

Module Specification:

Marketing Marketing is a 15-credit mandatory module which sits within the suite of Level 4 modules.

To gain the CIM Level 4 Certificate in Professional Marketing, a pass in both mandatory modules plus one elective module is required. However, each module can be taken as a standalone module to gain a module award.

Aim of the module This module is about recognising the importance of marketing’s role in driving success and delivering results. It provides the knowledge and understanding of the function of marketing within the organisation and demonstrates how an appreciation of customer behaviour can enable effective targeting. It outlines an understanding of how external environmental influences affect planning and how information enables decision making. It outlines the elements of the marketing mix and how these are applied to address market and customer needs.

Module structure The module comprises three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of examination. The examination will comprise 40 stand-alone multiple-choice questions and 2 case studies each with 5 related multiple choice questions to be completed in a two-hour controlled assessment.

The learning outcomes and assessment criteria, along with the indicative content, are detailed in the Marketing module content which follows.


CIM Level 4 Certificate in Professional Marketing Qualification Specification Please refer to the CIM Level 4 Certificate in Professional Marketing Qualification Specification for all other information relating to the CIM Level 4 Certificate in Professional Marketing including:

CIM Professional Marketing Standards The Level 4 qualification structure Who it’s for Entry requirements The Modular Pathway Progression Credits and learning hours Modes of study How it’s assessed – assessment methodology How the assessments are delivered and when How it’s graded When are results issued? Module specifications What we mean by command words Transition arrangements


Module Content: Marketing (mandatory) Level 4 Credit value: 15 Notional learning time: 130-150 hours

Purpose statement Marketing is a key driver of success in today’s dynamic organisations. This module will give you an insight into marketing concepts and tools and how these are applied to deliver results. Assessment Module weighting A multiple-choice exam (a two-hour objective test)

LO 1 – weighting 10% LO 2 – weighting 15% LO 3 – weighting 15% LO 4 – weighting 15% LO 5 – weighting 30% LO 6 – weighting 15%

Overarching learning outcomes By the end of this module, learners should be able to: The marketing concept Understand the role and function of marketing Understand what influences customer behaviour Analysis and insight Identify factors and trends in the marketing environment and how they affect marketing planning Identify options for gathering relevant marketing information Marketing mix Know the elements of the marketing mix Apply and adapt the marketing mix to satisfy customer needs


Unit 1: The Marketing Concept Learning outcomes The learner will:

Assessment criteriaThe learner can:

Indicative content

1. Understand the role and function of marketing

1.1 Define marketing Management process Business philosophy Exchange process Satisfaction of customer needs Catalyst for change

1.2 Explain marketing’s role in business Create and maintain customer, brand and stakeholder value

Identify market trends and inform business decision making

Monitor and act to remain competitive 1.3 Explain the function of marketing Bridge between the customer and the

organisation Impact on company performance link to

strategic planning Cross functional working Collecting and analysing information Understanding and championing customers

1.4 Outline the marketing planning process

Staged and cyclical approaches (eg MOST, SOSTAC®, APIC)


Learning outcomes The learner will:

Assessment criteria The learner can:

Indicative content

2. Understand what influences customer behaviour

2.1 Discuss the importance of customer buying behaviour to marketers

Design of more appropriate and relevant marketing programmes

Impacts on effectiveness and customer satisfaction

Building and managing relationships with customers

2.2 Appraise the key influences on the consumer buying process

Sequential process of consumer buying behaviour

Psychological influences Social and cultural influences Personal factors

2.3 Appraise the key influences on the business to organisational buying process

Staged process of organisational purchasing

Environmental factors Organisational factors Group factors Individual factors

2.4 Compare the different types of consumer and business to business buying behaviour

Routine response Limited decision making Extensive decision making Impulse buying Straight rebuy Modified rebuy New task

2.5 Explain the principle of market segmentation and how markets are segmented

Segmentation-targeting-positioning Effective segmentation criteria Subdividing consumer and business

markets


Unit 2: Analysis and Insight Learning outcomes The learner will:


Indicative content

3. Identify factors and trends in the marketing environment and how they affect marketing planning

3.1 Identify key factors in the macro-environment

Political Economic Social Technological Environmental Legal Ethics and CSR

3.2 Identify key factors in the micro-environment

Customers Competitors Distributors Suppliers Interest groups/stakeholders

3.3 Identify key components of the internal environment

Resources Competencies Organisational goals and objectives Corporate governance Risk management

3.4 Explain the impact of macro, micro and internal factors on the marketing planning process

Environmental influences and the marketing plan

Mission/Vision Objectives Strategy Tactics


Learning outcomes The learner will:

Assessment criteria The learner can:

Indicative content

4. Identify options for gathering relevant marketing information

4.1 Describe key information types Internal and external Primary and secondary Qualitative and quantitative

4.2 Explain the techniques that can be used to collect primary data

Surveys Interviews Focus groups Panels Delphi Observation and participation Experiments Other techniques including mystery

shopping, internet information sources, store audits, scanner data

4.3 Identify relevant sources of secondary information on markets, customers and competitors

Government sources Commercial market research reports Trade and industry sources Competitor data Online information sources Media sources Social media feeds and blogs Financial, geographic and demographic

databases Internal databases and records

4.4 Demonstrate the management and interpretation of information as insights

MKIS Environmental scanning and forecasting Depth of understanding of consumer

behaviour and attitudes Basis of competitive advantage Impact on planning and NPD


Unit 3: Marketing Mix Learning outcomes The learner will:


Indicative content

5. Know the elements of the marketing mix

5.1 Describe the four key elements of the marketing mix

4 Ps Product Price Place Promotion

5.2 Describe the three key elements in the extended marketing mix

3 Ps Process People Physical evidence

5.3 Explain the importance of developing a co-ordinated approach to the marketing mix

Impact on target markets and their needs Co-ordination and compatibility of the mix Impact on elements within the mix Impact on competitors/competitiveness

6. Apply and adapt the marketing mix to satisfy customer needs

6.1 Recommend a marketing mix for products and services

7 Ps Link to objectives and target market Co-ordinated approach Building and maintaining relationships

6.2 Recommend a marketing mix in different contexts

B2C B2B NFP/3rd sector Small and medium-sized businesses International markets Relationship marketing

6.3 Explain how to adapt the marketing mix in changing environmental conditions ensuring the continuing satisfaction of customer needs

Changing macro and micro factors Changes in competition Customer trends Economic, social, political and technological

factors Adaptation of the elements of the mix to


meet changing conditions Satisfy ongoing customer needs

6.4 Recommend how the effectiveness of the marketing mix can be measured and controlled

Product – market share, sales, number of new products, repeat purchases

Price – margin, discount levels, comparisons

Place – costs, volume, growth, stock levels, customer satisfaction

Promotion – media coverage, cost per contact, sales/call ratios, awareness levels, enquiries generated

Control mechanisms to ensure objectives are achieved


Sample assessment material

The following sample assessment material for Marketing has been produced to provide a true reflection of the live assessments and should be used as a guide and study aid when preparing for the live assessment.


CIM Level 4 Certificate in Professional Marketing

Marketing

Sample Assessment Please note: This sample assessment contains only 25 questions, the live assessment will comprise 50 questions)

Examination

The examination comprises 50 compulsory questions

Section 1 – 40 stand-alone multiple choice question Section 2 – 2 case studies each with 5 related multiple choice questions

Each question is worth 2 marks The examination will be 2 hours in duration Total marks available – 100 Candidate guidance:

Answer all questions The available marks for each question are shown alongside the question Read all questions carefully before attempting them


Answer all questions. Choose one answer from the options provided. Section 1 1 Marketing can best be defined as:

(a) satisfying customers profitably

(b) improving the quality of life for consumers

(c) producing the right product and selling it

(d) keeping the organisation competitive 2 The primary role of marketing is to:

(a) find new markets and add to brand and shareholder value

(b) sell as many products as possible

(c) research and design new products

(d) monitor the marketing environment 3 The primary function of a marketing department is to:

(a) act as a bridge between the customer and organisation, understanding and

championing customers

(b) improve organisation performance by increasing sales, profits and market share.

(c) effectively segment and target the market, increasing competitiveness

(d) react to factors in the environment, ensuring the maintenance of sales and profits

4 Many marketing models are referred to by their acronyms. Which of the following

would be most useful in preparing a complete marketing plan:

(a) STEEPLE

(b) SOSTAC ®

(c) STEP

(d) AIDA


5 An understanding of customer buying behaviour is important to marketers. Which of

the following best describes its value to an organisation?

(a) It ensures better cross functional working

(b) It bridges the gap between the organisation and its stakeholders

(c) It helps the organisation to design better marketing programmes

(d) It enables identification market trends and competitiveness

6 You work for a B2C organisation. You have been asked by your boss to help him to

build and manage the organisation’s relationships with its customers. As a first step he has asked you to compile a list of the factors that could influence consumer buying behaviour. Which of the following options will be on your list?

(a) Psychological, social, cultural and personal factors

(b) Environmental, group, individual and organisational factors

(c) Segmental variables, economic, political and environmental factors

(d) Suppliers, interest groups, distributors and competitors

7 You work for an organisation that supplies parts to the automotive manufacturing

industry. You have recently been joined in your office by a new member of staff who has come from a consumer marketing background. As part of their induction process you explain the key influences on organisational buying behaviour. Which of the following best describes the factors involved?

(a) Straight rebuy, group factors, social and cultural factors and organisational factors.

(b) Environmental factors, family influences, group and organisational factors.

(c) Environmental factors, organisational factors, individual and group factors.

(d) Group factors, environmental and organisational factors, social class.


8 An unplanned decision, to buy a product, which is made immediately before the purchase is made, is known as which of the following?

(a) A modified re-buy

(b) A routine purchase

(c) A straight re-buy

(d) An impulse purchase

9 Which of the following are elements of the economic environment?

(a) Disposable income, social media and interest rates

(b) Climate change, inflation and GDP

(c) Exchange rates, age distribution and taxation

(d) Inflation, unemployment and taxation

10 Which of the following best describes the external micro environment?

(a) Customers, competitors, CSR, suppliers and distributors

(b) Customers, competitors, stakeholders, suppliers and distributors

(c) Customers, competitors, suppliers, staff and distributors

(d) Competitors, CSR, suppliers, money and distributors

11 Which of the following best describes the internal marketing environment of an

organisation?

(a) Customers, resources, competencies, goals and corporate governance

(b) Resources, goals, competencies, CSR and ethics

(c) Resources, competencies, corporate governance and goals

(d) Risk management, goals, resources, suppliers and corporate governance


12 Which of the following is a broadly defined statement of purpose which is specific to an

organisation?

(a) Audit

(b) Mission

(c) Objectives

(d) Tactics

13 Quantitative research attempts to answer which one of the following? (a) How often do you buy?

(b) Why do you think that?

(c) How does that make you feel?

(d) What makes you say that?

14 A focus group typically involves:

(a) a panel of experts responding to multiple rounds of questions

(b) emailing a questionnaire to many consumers

(c) observing a small number of consumers carrying out tasks

(d) six to ten consumers in a discussion led by the researcher 15 Max needs some information urgently for a report he has to submit to his line manager

in a couple of days’ time. Max has a very limited budget. If available, which one of the following will be the most appropriate for Max to use?

(a) Sampling.

(b) Secondary research.

(c) Primary data.

(d) Likert scale.


16 Which of the following would be the most appropriate method of finding out

consumers’ opinions and feelings towards the organisation’s brand and its relative positioning against competitors?

(a) Experimentation

(b) In-depth interview

(c) Mystery shopping

(d) Observation

17 An organisation’s tangible offering to the market is known as which of the following? (a) A service

(b) A product

(c) The packaging

(d) The brand

18 TBB Inc is an engine manufacturer whose products are used in the production of

aircraft. Which of the following is likely to be its main method of promotion?

(a) Personal selling

(b) Public relations

(c) Social media

(d) TV advertising 19 Which of the following best describes the three additional elements of the services

marketing mix?

(a) Profit, process, physical evidence

(b) Process, packaging, people

(c) People, physical evidence, process

(d) Personality, profit, process


20 You have been asked to prepare a talk to give to a group of students about the

reasons for adopting the extended marketing mix when devising the marketing mix for a service. Which of the following describes the main reasons for using the additional THREE elements?

(a) The nature of the service product

(b) The type of promotion to be used

(c) The price to be charged

(d) The way in which the service is distributed 21 Toni is a marketing manager for a private hospital. Which of the following is a

marketing mix consideration for Toni? (a) Analysing the needs of different stakeholders

(b) Deciding how much to charge patients for care

(c) Understanding customer needs

(d) Undertaking a review of competitors

22 Developing a co-ordinated approach to the marketing mix will be key to achieving

which of the following? (a) An increase in advertising

(b) Increased share price

(c) More direct marketing

(d) The desired positioning

23 Which of the following elements of the marketing mix is likely to be more important

when marketing services rather than goods? (a) People

(b) Place

(c) Price

(d) Promotion


24 Changes in the organisation's macro and micro environments is most likely to cause a change in which of the following? The organisation's:

(a) branding

(b) marketing mix

(c) mission statement

(d) stakeholders

25 Zambrano manufactures motor scooters. A change in road safety legislation would be

identified by Zambrano at which stage of the marketing planning process? (a) Business mission

(b) Marketing audit

(c) Marketing objectives

(d) Marketing tactics


Section 2 Case Study 1 Mira is a marketing manager at Health Fine Group, a producer of health foods and drinks. Mira is responsible for the health drinks range. She has carried out an initial audit of the organisation, its markets, main customers, competitors and the general state of the economy. She has also undertaken some market research, across an extensive sample of the consumer population, to find out how many people buy health-related products and how many buy things from Health Fine. The results of the market research show that an increasing number of people are buying health-related products but only a small number buy from Health Fine. Mira is concerned that awareness of Health Fine is too low and wants to increase the profile and visibility of the brand; achieving this is one of her objectives. She is now ready to develop a marketing plan for the products for which she has responsibility. CS1. Which of the following would have been the least helpful to Mira in conducting her

initial audit? (a) EVC analysis

(b) PESTEL

(c) Porter's five forces

(d) SWOT CS2. What type of market research did Mira undertake? (a) Primary and qualitative

(b) Primary and quantitative

(c) Secondary and qualitative

(d) Secondary and quantitative CS3. Which of the following methods of data collection is Mira most likely to have used to

gather the data for her research? (a) Focus group

(b) Mystery shopping

(c) Observation

(d) Survey


CS4. Which of the following would be the most helpful to Mira in developing her plan? (a) NPD process

(b) SERVQUAL

(c) SIC codes

(d) SOSTAC® CS5. Which element of the marketing mix relates specifically to Mira's stated objective? (a) Place

(b) Price

(c) Product

(d) Promotion


ANSWERS Question 1 - Justification (a) This is the correct answer (b) Not always the case (c) This is the product orientation (d) This is only part of the answer Question 2 - Justification (a) This is the correct answer (b) This is the production orientation (c) This is a marketing function (d) This is a marketing function Question 3 - Justification (a) This is the correct answer (b) This is only partially correct and omits the customer interface (c) This again is only partially correct and are tactics used to achieve market share (d) Marketing is about being proactive not reactive Question 4 - Justification (a) This is an acronym used to explain Macro factors (b) This is the correct answer (c) This is another acronym used to describe macro factors (d) This acronym is used to explain adverting objectives Question 5 - Justification (a) This is a function of marketing (b) This is a function of marketing (c) This is the correct answer (d) This is a role of marketing Question 6 - Justification (a) This is the correct answer (b) These are organisational buying influences (c) These are a mixture of environmental factors (d) These are micro environmental factors Question 7 - Justification (a) Contains at least one incorrect factor that either relates to consumer buying

behaviour or the different types of buying situation that can trigger the process. (b) Contains at least one incorrect factor that either relates to consumer buying

behaviour or the different types of buying situation that can trigger the process. (c) This is the correct answer. (d) Contains at least one incorrect factor that either relates to consumer buying

behaviour or the different types of buying situation that can trigger the process. Question 8 - Justification (a) Unplanned purchase decisions are associated with impulse purchases (b) Unplanned purchase decisions are associated with impulse purchases (c) Unplanned purchase decisions are associated with impulse purchases (d) This is the correct answer


Question 9 - Justification (a) This is incorrect as social media is not part of the economic environment (b) Is incorrect as climate change is an environmental factor (c) Is incorrect as age distribution is a social factor (d) This is the correct answer Question 10 - Justification (a) Is incorrect as it contains a macro factor – CSR (b) This is the correct answer (c) Is incorrect as it contains an internal factor – staff (d) Is incorrect as it contains a macro factor - CSR Question 11 - Justification (a) Is incorrect as customers are a micro factor (b) Is incorrect as CSR and ethics are macro factors (c) This is the correct answer (d) Is incorrect as suppliers are a micro factor Question 12 - Justification (a) The phrase describes a mission statement (b) This is the correct answer (c) The phrase describes a mission statement (d) The phrase describes a mission statement Question 13 - Justification (a) This is the correct answer (b) This is a qualitative question. (c) This is a qualitative question. (d) This is a qualitative question. Question 14 - Justification (a) This is the Delphi method (b) This is data gathering by questionnaire (c) This is observation (d) This is the correct answer Question 15 - Justification (a) This is technique of identifying suitable respondents to participate in market

research. (b) This is the correct answer. (c) This would take too long and will cost money to gather. (d) This is psychometric scale commonly use in research questions. Question 16 - Justification (a) In-depth discussion with respondents would be necessary to find out this level of

information (b) This is the correct answer (c) Mystery shopping involves a researcher experiencing service first-hand (d) In-depth discussion with respondents would be necessary to find out this level of

information


Question 17 - Justification (a) Is incorrect – intangible (b) This is the correct answer (c) Incorrect – this is part of the product (d) Incorrect – this is part of the product Question 18 - Justification (a) This is the correct answer (b) TBB’s is a very narrow market and individual sales are likely to be high value.

Personal selling is likely to be the main method (c) TBB’s is a very narrow market and individual sales are likely to be high value.

Personal selling is likely to be the main method (d) TBB’s is a very narrow market and individual sales are likely to be high value.

Personal selling is likely to be the main method Question 19 - Justification (a) Incorrect as profit is not part of the mix (b) Incorrect as packaging is not part of the mix (c) This is the correct answer (d) Incorrect as personality and profit are not part of the mix Question 20 - Justification (a) This is the correct answer (b) Incorrect (c) Incorrect (d) Incorrect Question 21 - Justification (a) This is part of the marketing audit not a marketing mix decision (b) This is the correct answer (c) This is part of the marketing audit not a marketing mix decision (d) This is part of the marketing audit not a marketing mix decision Question 22 – Justification (a) Advertising will not necessarily increase (b) The share price will not necessarily increase (c) More direct marketing will not necessarily be required (d) This is the correct answer Question 23 - Justification (a) This is the correct answer (b) Place is equally important in both services and goods marketing (c) Price is equally important in both services and goods marketing (d) Promotion is equally important in both services and goods marketing Question 24 - Justification (a) Its branding is unlikely to change too frequently (b) This is the correct answer (c) Its mission statement is unlikely to change too frequently (d) Its stakeholders are unlikely to change too frequently


Question 25 - Justification (a) Changes in its macro environment would be identified though its marketing audit (b) This is the correct answer (c) Changes in its macro environment would be identified though its marketing audit (d) Changes in its macro environment would be identified though its marketing audit Case Study 1 Question CS1 - Justification (a) This is the correct answer. EVC is the economic value to the customer. It is a

pricing tool used in B2B marketing and considers the likely life-time value of the product (to the customer) versus the life-time product costs.

(b) Mira would have used this to analyse the macro environment (eg state of the economy).

(c) Mira would have used this to analyse markets, customers and competitors (d) Mira would have used this to undertake analysis of the internal environment and

to consider the opportunities and threats arising from the external environment. Question CS2 - Justification (a) Mira’s was primary research (b) This is the correct answer (c) Mira’s was primary research (d) Mira’s was primary research Question CS3 - Justification (a) Focus groups involve a small number of people and are generally used for

qualitative research purposes. (b) Mystery shopping is used to gain first-hand experience of service. This was not

appropriate to Mira's research. (c) Observation requires the researcher to directly observe the behaviour of

consumers. This was not appropriate to Mira's research. (d) This is the correct answer Question CS4 - Justification (a) This is the new product development process. It will not be helpful to Mira in

developing a marketing plan. (b) This is a tool for understanding the dimensions of quality. It will not be helpful

to Mira in developing a marketing plan. (c) These codes are used to identify different types of businesses. It will not be

helpful to Mira in developing a marketing plan. (d) This is the correct answer Question CS5 - Justification (a) Increasing profile and visibility of the brand will be achieved through marketing

communications, which is described as 'promotion' in the marketing mix. (b) Increasing profile and visibility of the brand will be achieved through marketing

communications, which is described as 'promotion' in the marketing mix. (c) Increasing profile and visibility of the brand will be achieved through marketing

communications, which is described as 'promotion' in the marketing mix. (d) This is the correct answer

Module specification: Marketing of 25 CIM October

Recommended Reading Core Jobber, D. and Ellis-Chadwick, F. (2012) Principles and practice of marketing. 7th edition. Maidenhead, McGraw-Hill. [ISBN 9780077140007] £51.99. Supplementary Baines, P. and Fill, C. (2014) Marketing. 3rd edition. Oxford, OUP. [ISBN 9780199659531] £46.99. Brassington, F. and Pettitt, S. (2012) Essentials of marketing. 3rd edition. Harlow, Pearson. [ISBN 9780273727644] £44.99. Dibb, S., Simkin, L. Pride, W. and Ferrell, O.C. (2012) Marketing concepts and strategies. 6th edition. Boston, Cengage. [ISBN 9781408064320] £51.99. Kotler, P., Armstrong, G., Harris L. and Piercy, N. (2013) Principles of marketing. 6th European edition. Harlow, Pearson. [ISBN 9780273742975] £46.99. Kotler, P. and Armstrong, G. (2013) Principles of marketing. 15th edition. Harlow, Pearson. [ISBN 9780273786993] £43.99.

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