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Unit 4  Marketing Principles

Aim

This unit aims to provide learners with understanding and skills relating to the fundamental concepts and principles that underpin the marketing process.

On successful completion of this unit a learner will:

1 Understand the concept and process of marketing

2 Be able to use the concepts of segmentation, targeting and positioning

3 Understand the individual elements of the extended marketing mix

4 Be able to use the marketing mix in different contexts.

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