Award in Marketing


This Level 4 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.


Accredited by the world’s largest institute of Marketing Professionals

This qualification is accredited by the Chartered Institute of Marketing (CIM) who is the leading international professional marketing body with some 41,000 members worldwide. First established in 1911, it has for over a century, defined the marketing professional standards that operate in the UK and is the global champion of best marketing practice.

Module Structure

This 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.

Learning Outcomes

  • Unit 1: The marketing concept
    • Understand the role and function of marketing (10%).
    • Understand what influences customer behaviour (15%).
  • Unit 2: Analysis and insight
    • Identify factors and trends in the marketing environment and how they affect marketing planning (15%).
    • Identify options for gathering relevant marketing information (15%).
  • Unit 3: Marketing mix
    • Know the elements of the marketing mix (30%).
    • Apply and adapt the marketing mix to satisfy customer needs (15%).

Request further Information and Prices

Request Information


Assessment: a multiple-choice exam (a two-hour objective test)

The examination will comprise 50 multiple-choice questions to be completed in a two-hour controlled assessment.

Download syllabus & further information on costs

Click edit button to change this code.