The marketing concept, the marketing mix and the components of the marketing communications mix.

Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix.
Explain the relationship between the marketing environment, its impact upon organisational decision making and consumer behaviour.
Discuss the factors that determine competitive advantage within organisations
Explain key theories, concepts and models underpinning business communication to
create effective communications.
Examine and discuss organisational issues and challenges that impact on the
effectiveness of business communication through the use of pre-defined criteria to
assist in improving communication within the organisation.
Demonstrate an application of concepts and techniques related to business
communication processes used within the workplace.