Taking a deeper look into the business environment within the aroma trades, this module, written by our principal tutor and renowned world expert, Dr Tony Curtis, will provide the background you need in the principles of marketing, how they’re applied to the industry and how they can be applied to your business.

You’ll consider exactly what marketing is and its definitions, by exploring theoretical examples and by examining aspects of marketing in the aroma trades today. In doing so, you’ll discover the impact and importance of Marketing across the Aroma Trades from consumerism and consumer rights to ethical and environmental pressures, and business-to-customer/business-to-business to relationship marketing models, together with international and not-for-profit marketing.

Here, you’ll also study the models used for analysing marketing in all of its aspects within the industry. From business and marketing environmental analysis (STEEPLE, value chain, Porter’s Five Forces and SWOT), the service-extended marketing mix, market segmentation and stakeholder analysis, as well as product life cycles.

Finishing the module off will be a look into marketing information systems (MIS), designed to support your marketing decision making, and the creation of a marketing plan using the techniques and methods learned in the unit.