LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation

Definitions and the marketing concept:

• Definitions of marketing and the nature of marketing.
• The development of the marketing concept, including current and future trends.
• How the external environment influences and impacts upon marketing activity.

The role of marketing:

• The structure and operations of marketing departments.
• Overview of marketing processes that include analysis, strategic planning and the marketing mix.
• The different roles of marketing within both a B2C and B2B context.

The interrelation ships of functional units:

• Marketing as a business function.
• The different roles of business units and the interrelationships between these functional units and marketing.

LO 1: P1, P2, M.1 and M.2

P1: Explain the key roles and responsibilities of the marketing function for the chosen organisation.

P2: Explain how roles and responsibilities of marketing relate to the wider organisational context for the chosen scenario.

M1: Analyse the roles and responsibilities of marketing in the context of the marketing environment.

M2: Analyse the significance of interrelationships between marketing and other functional units of an organisation.