Module Specification:

Marketing Principles
Marketing Principles is a nine-credit mandatory module which sits within the suite of Level 3
modules.

To gain the CIM Level 3 Foundation Certificate in Marketing a pass in the mandatory module 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 provides an understanding of the key concepts and terminology used in marketing.
It provides the knowledge and understanding of the role and function of marketing within
organisations, and explores the factors that influence consumer behaviour. It identifies key
components of the marketing environment and enables an appreciation of how to collect and
utilise relevant information about the marketing environment. It outlines the concepts and
elements which make up the marketing mix and how these are applied in context.

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 50 multiple-choice questions to be completed in a 90 minutes’ controlled
assessment.

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

Module specification: Marketing Principles

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 CIM Level 3 Foundation Certificate in Marketing
Qualification Specification
Please refer to the ‘CIM Level 3 Foundation Certificate in Marketing Qualification Specification’ for
all other information relating to the CIM Level 3 Foundation Certificate in Marketing including:

● CIM Professional Marketing Standards

● The Level 3 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 results are issued
● Module specifications
● What we mean by command words
● Transition arrangements

Module specification: Marketing Principles

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 Module Title: Marketing Principles
Level 3 Credit Value: 9 Notional Learning Time: 90 hours

Purpose Statement
This module provides an understanding of the key concepts and
terminology of marketing and how it fits within the organisation. It
introduces the principles of consumer behaviour and the marketing
environment. It identifies the elements of the marketing mix and how
the mix is used to meet customer requirements.

Assessment Unit Weighting

Online MCQ LO 1 – 15% weighting
LO 2 – 15% weighting
LO 3 – 20% weighting
LO 4 – 15% weighting
LO 5 – 20% weighting
LO 6 – 15% weighting

Overarching Learning Outcomes

By the end of this module students should be able to:

Discovering Marketing
Describe the role and function of marketing within organisations
Explain the factors that influence consumer behaviour
The Marketing Environment
Identify the key components of the marketing environment
Know how to collect relevant information about the marketing environment
The Marketing Mix
Describe the concept and elements of the marketing mix
Know how the marketing mix is applied in different contextual settings

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Unit 1: Discovering Marketing
Learning Outcomes Assessment Criteria Indicative content
The learner will: The learner can:

1. Understand the role and 1.1 Define marketing as an exchange process Management process
function of marketing within Identifying, anticipating and satisfying customer
organisations requirements
Exchanges between the organisation, its customers and
suppliers
1.2 Explain the role of marketing in achieving customer Understanding customer expectations
satisfaction Making customer satisfaction a business objective
Ensuring organisation practices secure customer retention
1.3 Explore the importance of marketing as a cross- Internal service provision
functional activity within the organisation Link between organisation and the customer through
multiple contact points
Links between marketing and other functions for information
sharing and other activities
1.4 Analyse the role of marketing for internal and Internal and external customers, their needs and wants
external marketing Development and delivery of communication activity
Providing support to customers and the supply chain
Providing information internally
2. Know the factors that 2.1 Compare and contrast customer needs and wants Functional benefits
influence consumer behaviour Emotional benefits
Physiological needs
Social and cultural forces
Luxury or necessity
2.2 Outline the consumer buying process Need recognition
Information search and processing
Identification and evaluation of alternatives
Purchase decision
Post-purchase evaluation
Consideration of examples from a range of products and
services
2.3 Identify the influences on the consumer decision- Social – social groups, virtual groups, family
making process Cultural – subcultures, ethnicity, country of origin
Personal influences - personal values, ethics

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 People and personalities who influence decisions

2.4 Describe the differences between consumer and Emotional versus rational behaviour
business buyer behaviour Purchase size and value
Decision making units
Relationship status between organisation and buyers
Marketing communication inputs

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Unit 2: The Marketing Environment
Learning Outcomes Assessment Criteria Indicative content
The learner will: The learner can:

3. Understand the key 3.1 State the elements of the macro environment Political – governments and policies
components of the marketing Economic – national economic activity, taxation
environment Social – cultural, lifestyle changes
Technological – digital communications, production and
service technology
Environmental – sustainability
Legal – laws affecting organisations
3.2 State the elements of the micro environment Customers
Competitors
Suppliers
Intermediaries
General public
3.3 State the elements of the internal environment Resources – financial and non-financial
Skills/people
Equipment
Systems/processes
Internal elements enabling or restricting successful
marketing
3.4 Explain the importance of understanding the Basis for making decisions
marketing environment Knowledge of situation and changes
Aid for planning
Assessing strengths, weaknesses, opportunities and threats
4. Know how to collect 4.1 Describe sources of data Differentiate between secondary and primary data
relevant information about Identify secondary data sources
the marketing environment o Relevant journals and trade publications
o Websites
o Market research reports
o Internal data
o Government data/statistics
4.2 Outline methods used for quantitative research Closed question surveys:
o Face-to-face
o Telephone and mobile/smartphone

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 o Postal
o Online
o Omnibus
4.3 Outline methods used for qualitative research Individual depth interviews
Panels
Group discussions
Internet based:
o Online group discussions
o Chat rooms
o Social media research

4.4 Comment on the reliability of data Source accuracy and bias

Validity
Timeliness

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Unit 3: Marketing Mix
Learning Outcomes Assessment Criteria Indicative content
The learner will: The learner can:

5. Know the marketing mix 5.1 Outline the elements of the 4Ps marketing mix Product – goods and services delivering value
Price – influence on demand and competition
Promotion – communication with customers and markets
Place – route to market and physical location
5.2 Outline the elements of the extended marketing People – role in satisfying customers
mix (7Ps) Process – influence on effective delivery
Physical evidence – tangible elements of delivery
5.3 Identify the benefits of a co-ordinated marketing Synergy – building together components to produce a larger
mix benefit
Corporate focus – full understanding about the organisation
and products offered
Budget economies – multiple touch points to produce
greater effect
Clear brand image
Competitive advantage
5.4 Examine how the marketing mix is used for Adaption of the mix to suit different customer requirements
meeting customer needs and wants Emphasis of appropriate elements
6. Know how the marketing 6.1 Summarise the main marketing mix elements for Non-durable product
mix is applied in different Fast Moving Consumer Goods (FMCG) products Price and place importance
contextual settings Mass promotion
Customer as consumer
6.2 Summarise the main marketing mix elements for Price and negotiation
business to business (B2B) contexts Personal selling and trade promotion
Relationships and service
6.3 State the marketing mix requirements in the not- Ideas and services rather than products
for-profit sector Direct channel – dealing directly with customers/supporters
Opportunity cost rather than price
Emphasis on public relations
6.4 Summarise the main marketing mix elements for Extended marketing mix
services Service quality

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Module specification: Marketing Principles
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