Business Environment and Marketing in the Aroma Trades
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.
“International writers on corporate strategy agree that a key factor for sustainable competitive advantage is for an organisation to be responsive to the evolving business environment and changing customer needs and wants. A hallmark of such organisations is that marketing ceases to be a function that looks after the advertising and public relations, but is an element of corporate culture – the marketing orientated organisation.”
— Dr Tony Curtis, ICATS Principal Tutor
What is included
Studying with ICATS gives you ultimate learning flexibility. With no assignment hand-in dates or fixed exam at the end of the year, you’re free to work through your course modules at your own pace.
As an ICATS student, you’ll have the support of a tutor. Experts in their subjects, your tutor will guide you throughout your studies, giving you advice and research approaches for your final dissertation.
ICATS Learning Pack
All the course materials you’ll need are included in your ICATS Learning Package: workbooks, textbooks, monographs and sensory kit.
Focus on Industry
Successfully using and understanding marketing in all its aspects is absolutely central to all those working in the Aroma Trades today more than ever before.
You’ll understand what marketing is in itself and how it’s employed within the aroma trades
You’ll understand the numerous theoretical guidelines useful for examining and implementing potential marketing strategies within your business
You’ll have the opportunity to create tailored marketing plans for your business utilising the theories learned within this unit
You’ll examine the external factors that have an impact on marketing strategies to see which ones affect your business and how you should approach marketing within specific contexts
Combine units and become Certified
Foundation science and mathematics for the Aroma Trades
Odour and Flavour language
Aroma materials of natural and synthetic origin
Flavour creation and evaluation
Fragance creation and evaluation
Application of flavouring materials in flavoured products
Application of aroma materials
Safety, Regulatory and Environmental Issues in the Aroma Trades
Operations, Logistics and Quality Assurance in the Aroma Trades
New Product Development in the Aroma Trades
Project management and the briefing process
Financial and management issues in the aroma trades
Research methods and dissertation proposal