foundation certificate in marketing · foundation certificate in marketing mandatory module:...

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Marketing Principles

Study Resources

Foundation Certificate in Marketing

Mandatory Module: Marketing Principles

Through the CIM website you have free access to a large range of journals and reports.

This document signposts articles, journals, web pages and a range of other material that is

relevant to this module. We have divided it into the different learning outcomes to help you on

your learning journey.

Unit 1: Discovering marketing

Learning outcome 1: Describe the role and function of marketing within organisations

Learning outcome 2: Explain the factors that influence consumer behaviour

Unit 2: The marketing environment

Learning outcome 3: Identify the key components of the marketing environment

Learning outcome 4: Know how to collect relevant information about the marketing environment

Unit 3: Marketing mix

Learning outcome 5: Describe the concept and elements of the marketing mix

Learning outcome 6: Know how the marketing mix is applied in different contextual settings

The official module guide

Your module guide is available to access via My CIM under the Your ebook tile.

The links were all checked as of August 2015. If any are broken please e-mail the details to [email protected] for resolution or alternatives. These resources are designed to be updated on a regular basis; there is a version number in the footer.

Our electronic resources for members has more information on accessing the

services, alternatively please contact [email protected] or telephone +44 (0)1628

427333.

http://www.cim.co.uk/

https://my.cim.co.uk/mycim/studying/

mailto:[email protected]

http://www.cim.co.uk/resources

mailto:[email protected]

| CIM V3.4 © CIM 2016

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Study Resources


Learning outcome 1: Describe the role and function of marketing within organisations

As a CIM Studying Member you have free access to a large range of journals and reports. This

document signposts articles, journals, pages on websites and a range of other material that is

relevant to this module.

ARTICLES

These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the

Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of Harvard Business Review do not permit direct links to be available – but they are available to search

within the Ebsco database.]

Moat, S. (2014) Marketing in 2024. Marketing News, January, Vol48(1), pp36-43. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=97376834&site=ehost-live

Joshi, A. and Giménez, E. (2014) Decision-driven marketing. Harvard Business Review, July/August, Vol92(7/8),

pp64-71. www.cim.co.uk/elibrary.

Anon (2012) Make friends with finance and ‘marry’ technology. Marketing, 15 Feb, p46. Ebsco


The importance of internal marketing.

Anon (2009) Internal marketing. Marketing, 10 June, p23. Ebsco


Examples on internal marketing.

Marketer, Secret (2014) Endeavour to involve employees in every part of marketing activity. Marketing Week, 9

January, p2. Ebsco


Internal and employee communications as a marketing discipline.

O’Reilly, L. (2012) Organisations get social to improve collaboration. Marketing Week, 27 September, p6. Ebsco.


MARKETING EXPERT

(You will be prompted to log in)

Internal marketing

http://www.cimmarketingexpert.co.uk/page/4332/internal-marketing

Customer satisfaction

http://www.cimmarketingexpert.co.uk/page/1307/customer-satisfaction

http://www.cim.co.uk/mycim


http://www.cim.co.uk/elibrary





http://www.cimmarketingexpert.co.uk/page/4332/internal-marketing

http://www.cimmarketingexpert.co.uk/page/1307/customer-satisfaction

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Study Resources

JOURNALS

You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

Marketing Week – a weekly magazine published by Centaur.

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1Q3&site=ehost-live

Campaign – a weekly magazine published by Haymarket.

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=1JZ&site=ehost-live

CIM PAPERS

CIM (2009) Marketing and the 7Ps: a brief summary of marketing and how it works. 10 Minute Guides, 10 pages.

http://www.cim.co.uk/files/7ps.pdf

CIM (2009) Customer service programme. 10 Minute Guides, 7 pages.

http://www.cim.co.uk/files/customerservice.pdf

CIM (2007) Tomorrow’s word: re-evaluating the role of marketing. Shape the agenda, Number 12, 33 pages.

http://www.cim.co.uk/files/tomorrowsword.pdf

Executive Summary

What’s the role of marketing? It seems an obvious question, but choosing one answer is elusive and likely to be

incomplete. As the profession has become more diverse, the balance of power has shifted in favour of the

customer, who now has more control of the relationship than ever before thanks to technology. As the role of the

customer has altered, so too the role of marketing needs to change in response.

Marketing has become more sophisticated – and yet its status with the customer and the rest of business has

never been lower. Complicating this is an increasing divide between the thoughts of academics and the

experiences of practitioners. To address this, The Chartered Institute of Marketing wants to open up the debate

about what the role of marketing should be, and how it can move forward as a profession.

One proposal is to sub-divide marketing into specialisms. This would enable marketers to become experts in their

field, rather than being expected to be all-rounders and then criticised for not understanding a particular part of

the business. We also want to reconsider The Chartered Institute of Marketing’s definition of marketing. The

current definition – ‘the management process responsible for identifying, anticipating and satisfying customer

requirements profitably’ – is 30 years old and we propose that it is no longer fit for purpose. Tomorrow’s Word

offers a new definition that places value from customer-centricity at the heart of marketing, whilst acknowledging

the increasing relevance of marketing for not for- profit and public sector organisations.




http://www.cim.co.uk/files/customerservice.pdf

http://www.cim.co.uk/files/tomorrowsword.pdf

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Study Resources


Learning outcome 2: Explain the factors that influence consumer behaviour




ARTICLES




Benady, D. (2012) Taming the data deluge. Marketing, 4 May, pp30-32. Ebsco


Sifting through data on subjects of consumer preference.

Gray, R. (2008) It’s all in the mix. Marketing, 11 June, p34. Ebsco


It suggests that marketers and agencies should understand their customers behaviour by taking a strategic and

creative approach to direct marketing.

Mortimer, R. (2014) As Phones4U illustrates, a direct connection with customers is your lifeline. Marketing Week,

18 September, p1. Ebsco.


MARKETING EXPERT


Five main types of consumer buying decision/behaviour

http://www.cimmarketingexpert.co.uk/page/4315/five-main-types-of-consumer-buying-decision-behaviour

Why people buy?

http://www.cimmarketingexpert.co.uk/page/3414/why-do-people-buy-

Customer involvement – its role in their buying decision

http://www.cimmarketingexpert.co.uk/page/4506/customer-involvement-its-role-in-their-buying-decision

Decision making units

http://www.cimmarketingexpert.co.uk/page/5571/decision-making-units





http://www.cimmarketingexpert.co.uk/page/4315/five-main-types-of-consumer-buying-decision-behaviour

http://www.cimmarketingexpert.co.uk/page/3414/why-do-people-buy-

http://www.cimmarketingexpert.co.uk/page/4506/customer-involvement-its-role-in-their-buying-decision

http://www.cimmarketingexpert.co.uk/page/5571/decision-making-units

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Study Resources

JOURNALS








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Study Resources


Learning outcome 3: Identify the key components of the marketing environment




ARTICLES




Ebsco have a range of country profiles that illustrate PEST analysis.

Iceland


Australia


India


OTHER ARTICLES

Articles from other journals that should be generally available.

Featherstone, E. (2014) How to do market research on a budget: conducting useful market research is an

important part of growing your business. The Guardian, 23 September.

http://www.theguardian.com/small-business-network/xero-partner-zone/2014/sep/23/market-research-budget-

guide

Anon (2010) Roll up, roll up and feel the future! Marketing Week, 20 May, pp22-23. Ebsco


MARKETING EXPERT


The organisation needs to adapt to change

http://www.cimmarketingexpert.co.uk/page/838/the-organisation-needs-to-adapt-to-change

PEST (PESTEL) analysis

http://www.cimmarketingexpert.co.uk/page/3609/pest-pestel-analysis

The internal and external environment

http://www.cimmarketingexpert.co.uk/page/463/the-internal-and-external-audit-





http://www.theguardian.com/small-business-network/xero-partner-zone/2014/sep/23/market-research-budget-guide

http://www.theguardian.com/small-business-network/xero-partner-zone/2014/sep/23/market-research-budget-guide


http://www.cimmarketingexpert.co.uk/page/838/the-organisation-needs-to-adapt-to-change

http://www.cimmarketingexpert.co.uk/page/3609/pest-pestel-analysis

http://www.cimmarketingexpert.co.uk/page/463/the-internal-and-external-audit-

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Study Resources

External environment

http://www.cimmarketingexpert.co.uk/page/954/external-environment

Your internal environment/Company analysis

http://www.cimmarketingexpert.co.uk/page/934/your-internal-environment-company-analysis

Macro-environmental audit

http://www.cimmarketingexpert.co.uk/page/456/macro-environmental-audit

JOURNALS






WEBSITES

Marketing and adverting: the law

https://www.gov.uk/marketing-advertising-law

http://www.cimmarketingexpert.co.uk/page/954/external-environment

http://www.cimmarketingexpert.co.uk/page/934/your-internal-environment-company-analysis

http://www.cimmarketingexpert.co.uk/page/456/macro-environmental-audit



https://www.gov.uk/marketing-advertising-law

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Study Resources


Learning outcome 4: Know how to collect relevant information about the marketing environment




ARTICLES




Bacon, J,. (2014) What’s your chief marketing officer really thinking? Marketing Week, 3 April, p4. Ebsco


Edwards, H. (2012) With ‘data visualisation’ finally at the forefront of marketers’ conciouseness, it is important

that truth is not casualty of creativity. Marketing, 30 May, p22. Ebsco.


Clark, N. (2010) Marketing’s customer satisfaction survey 2010. Marketing, 3 November, pp27-29. Ebsco.


Anon (2012) Scoring that customer fulfilment goal. Marketing Week, 13 September, p29. Ebsco


The value of qualitative versus quantitative data on customers.

MARKETING EXPERT


Primary data research

http://www.cimmarketingexpert.co.uk/page/1942/primary-data-research

Using primary and secondary data in digital analysis

http://www.cimmarketingexpert.co.uk/page/2131/using-primary-and-secondary-data-in-digital-analysis

Secondary data – for research/insight

http://www.cimmarketingexpert.co.uk/page/1943/secondary-data-for-research-insight

Market information companies

http://www.cimmarketingexpert.co.uk/page/1031/market-information-companies

Quantitative research

http://www.cimmarketingexpert.co.uk/page/409/quantitative-research

Qualitative research

http://www.cimmarketingexpert.co.uk/page/1516/qualitative-research






http://www.cimmarketingexpert.co.uk/page/1942/primary-data-research

http://www.cimmarketingexpert.co.uk/page/2131/using-primary-and-secondary-data-in-digital-analysis

http://www.cimmarketingexpert.co.uk/page/1943/secondary-data-for-research-insight

http://www.cimmarketingexpert.co.uk/page/1031/market-information-companies

http://www.cimmarketingexpert.co.uk/page/409/quantitative-research

http://www.cimmarketingexpert.co.uk/page/1516/qualitative-research

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Study Resources

Online (or internet) research

http://www.cimmarketingexpert.co.uk/page/4713/online-or-internet-research

Focus groups

http://www.cimmarketingexpert.co.uk/page/612/focus-groups

Data hygiene

http://www.cimmarketingexpert.co.uk/page/752/data-hygiene-and-suppression

JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.





WEBSITES

Market research for your business: get advice on how you carry out market research for your bi=uisness and

reach more customers.

https://www.gov.uk/market-research-business

http://www.cimmarketingexpert.co.uk/page/4713/online-or-internet-research

http://www.cimmarketingexpert.co.uk/page/612/focus-groups

http://www.cimmarketingexpert.co.uk/page/752/data-hygiene-and-suppression



https://www.gov.uk/market-research-business

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Study Resources


Learning outcome 5: Describe the concept and elements of the marketing mix




ARTICLES




Marketer, Secret (2014) Savvy consumers see through pricing strategies. Marketing Week, 4 September, p1.

Ebsco.


OTHER ARTICLES


Riley, J. (2011) What is the role of ‘place’ in the marketing mix? Tutor2U, 3 January.

http://www.tutor2u.net/blog/index.php/business-studies/comments/qa-what-is-the-role-of-place-in-the-marketing-

mix

MARKETING EXPERT (Your will be prompted to log in)

Your marketing mix strategy

http://www.cimmarketingexpert.co.uk/page/4463/your-marketing-mix-strategy

Marketing mix analysis

http://www.cimmarketingexpert.co.uk/page/4207/marketing-mix-analysis

Positioning and the marketing mix

http://www.cimmarketingexpert.co.uk/page/981/positioning-and-the-marketing-mix








http://www.tutor2u.net/blog/index.php/business-studies/comments/qa-what-is-the-role-of-place-in-the-marketing-mix

http://www.tutor2u.net/blog/index.php/business-studies/comments/qa-what-is-the-role-of-place-in-the-marketing-mix

http://www.cimmarketingexpert.co.uk/page/4463/your-marketing-mix-strategy

http://www.cimmarketingexpert.co.uk/page/4207/marketing-mix-analysis

http://www.cimmarketingexpert.co.uk/page/981/positioning-and-the-marketing-mix



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Study Resources


Learning outcome 6: Know how the marketing mix is applied in different contextual settings




ARTICLES




Roberts, J. (2014) What people want from innovation in FMCG. Marketing Week, 27 Feb, p5. Ebsco


Joseph, S. (2013) Heineken hub to brew up consumer insight. Marketing Week, 30 May, p8. Ebsco.


McMillan, J. (2013) Food for thought. NZ Marketing Magazine, May/Jun, p57. Ebsco.


Anon (2014) What are the key business trends for design? Design Week, 30 July, p1. Ebsco.


OTHER ARTICLES


Marcus, B.W. (2010) Professional service marketing – what works and what doesn’t. Law Office Management and

Administration Report. July, Vol10(7), pp1-15. Ebsco


MARKETING EXPERT

(Your will be prompted to log in)

B2B, FMCG, Charity, SME and services marketing plans

http://www.cimmarketingexpert.co.uk/page/1011/b2b-fmcg-charity-sme-and-services-marketing-plans

The importance of the service industry

http://www.cimmarketingexpert.co.uk/page/1305/the-importance-of-the-service-industry

B2B and B2C differences

http://www.cimmarketingexpert.co.uk/page/1643/b2b-and-b2c-differences







http://www.cimmarketingexpert.co.uk/page/1011/b2b-fmcg-charity-sme-and-services-marketing-plans

http://www.cimmarketingexpert.co.uk/page/1305/the-importance-of-the-service-industry

http://www.cimmarketingexpert.co.uk/page/1643/b2b-and-b2c-differences

foundation certificate in marketing · foundation certificate in marketing mandatory module:...

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