Summary |
The coursebook provides a student-centred framework to help you successfully pass the examination through understanding how organizations and their dynamic marketing environments relate and interact. Social, legislative, economic, political, technological, information and competitive environments affect virtually every organizational function and activity, not least those concerned with marketing.
The professional certificate syllabus specifies the knowledge and understanding, skills and application that students are required to demonstrate through the various assessments to achieve the award. It is based on the so-called ‘statements of marketing practice’, which are a set of practical observations defining the tasks marketers typically perform at various stages of their career. In the case of the marketing environment these include:
• Collecting information
• Interpreting and presenting information
• Contributing information and ideas to the strategy process
• Contributing to the production of marketing plans and budgets.
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