UK

Future (Awards and Qualifications) Ltd · RQF Level 2

FAQ Level 2 Certificate in Principles of Marketing

You don’t just earn this. You learn to use it, one-to-one, on your own real work.

  • LevelRQF Level 2
  • Total credits15
  • Units in this qualification8

Awarded by Future (Awards and Qualifications) Ltd · on the Ofqual register

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What you’ll learn

What each unit actually teaches you to do

This Level 2 certificate introduces the principles of marketing. It includes understanding the relationship between sales and marketing, marketing theory, digital marketing, and customer relationships. Learners will also develop an understanding of legal, regulatory and ethical requirements.

These are the units Future (Awards and Qualifications) Ltd registers against this qualification. It is a catalogue, not a syllabus. Which of them you take depends on the combination the qualification requires, and that is set by the awarding body rather than by us. Every unit here is regulated, and every one you earn is yours to keep.

Principles of customer relationshipsReal unit · Future (Awards and Qualifications) Ltd
This unit covers the principles of customer relationships, including identifying different types of customers and their diverse needs. You'll understand how organisations respond to customer interactions and the fundamental concepts of customer relationship management.

What you'll be able to do

  • Understand customers and their diverse needs within a business context
  • Understand an organisation’s various responses to customer relationships and their impact
  • Understand the principles of customer relationship management and its importance to business success
Principles of customer relationshipsReal unit · Future (Awards and Qualifications) Ltd
You'll gain knowledge of customer types, needs, and behaviours, as well as organisational responses to customer relationships. The unit covers principles of customer relationship management and how organisations gather and respond to customer feedback.

What you'll be able to do

  • Understand customers and their diverse needs and expectations
  • Understand how an organisation responds to and manages customer relationships
  • Understand the fundamental principles of customer relationship management (CRM)
Principles of digital marketingReal unit · Future (Awards and Qualifications) Ltd
This unit provides an understanding of digital marketing principles, including its role within overall marketing strategies. You'll explore search engine optimisation (SEO), digital marketing channels, research methods, and the use of digital tools for marketing purposes.

What you'll be able to do

  • Understand the role of digital marketing within a marketing strategy
  • Understand the use of search engine optimisation (SEO) techniques in digital marketing
  • Understand the requirements for conducting marketing research using the internet and digital tools
  • Understand the various uses of digital marketing devices and messages
  • Understand how to use digital technology effectively for marketing purposes
Principles of market researchReal unit · Future (Awards and Qualifications) Ltd
You'll explore the principles of market research, focusing on why organisations commission research and how to design effective projects. The unit also covers methods for marketing data collection, interpretation, and evaluation to support informed decision-making.

What you'll be able to do

  • Understand the basis on which market research is commissioned by organisations
  • Understand how to design effective market research projects to meet specific objectives
  • Understand the principles of marketing data collection methods and techniques
  • Understand the principles of marketing data interpretation and evaluation to inform business decisions
Principles of marketing theoryReal unit · Future (Awards and Qualifications) Ltd
You'll study fundamental marketing theory, including market segmentation methods and their purposes. The unit also covers the value of marketing to organisations and the principles of socially responsible marketing practices.

What you'll be able to do

  • Understand how to segment a market effectively for marketing purposes
  • Understand the value and importance of marketing to an organisation
  • Understand the principles of socially responsible marketing practices
Principles of personal responsibilities and working in a business environmentReal unit · Future (Awards and Qualifications) Ltd
You'll develop an understanding of personal responsibilities and effective working practices within business environments. The unit includes employment rights and responsibilities, health and safety procedures, communication skills, teamwork, and planning own work activities.

What you'll be able to do

  • Know the employment rights of the employee and the responsibilities of both the employee and the employer within a business environment
  • Understand the purpose of health, safety and security procedures in a business environment and their importance
  • Understand how to communicate effectively with others in a business setting, considering different communication methods
  • Understand how to work effectively with colleagues and provide support to them in a business environment
  • Plan own work activities and be accountable to others for completing tasks
  • Understand the purpose of improving own performance in a business environment and how to implement strategies for improvement
  • Understand the types of problems that may occur in a business environment and how to deal with them effectively
Understanding legal, regulatory and ethical requirements in sales or marketingReal unit · Future (Awards and Qualifications) Ltd
This unit covers legal, regulatory, and ethical requirements relevant to sales and marketing roles. You'll understand organisational procedures for compliance, data protection, advertising standards, consumer rights, and the limits of sales and marketing responsibilities.

What you'll be able to do

  • Understand an organisation’s established procedures for dealing with legal, regulatory, and ethical requirements relating to sales or marketing activities
  • Understand the legal, regulatory, and ethical boundaries and limitations of the sales or marketing role within an organisation
Understanding the relationship between sales and marketingReal unit · Future (Awards and Qualifications) Ltd
This unit examines the relationship between sales and marketing functions within organisations, focusing on the impact of different organisational structures. You'll understand how these functions interface and influence product development processes.

What you'll be able to do

  • Understand the impact of different organisational structures on the functions of sales and marketing
  • Understand the interface and interactions between sales and marketing functions within an organisation
  • Understand the impact of sales and marketing activities on product development processes

The honest bit

You’ve started things before

Most courses were built for a room full of people who aren’t you. A cohort moves on whether or not your week allowed it, and by the third week the thing you’re behind on becomes the reason you stop opening it.

There’s no cohort here, and no timetable to fall behind. Before anything starts, Zavmo asks when you’re sharpest and how long you can realistically sit down for, then builds the sessions around those answers. A bad fortnight changes your pace. It doesn’t put you behind.

And you only pay once you start learning. Searching and planning are free, and you can cancel any time — so the cost of finding out is an afternoon, not a year.

Your passport

Every credit is a stamp you keep

Level 2 credits are regulated. They don’t vanish when a subscription ends or a website closes. They travel to any employer, and Zavmo keeps the map of what you’ve earned and what’s next.

Principles of customer relationshipsPrinciples of customer relationshipsPrinciples of digital marketingPrinciples of market researchPrinciples of marketing theoryPrinciples of personal responsibilities and working in a business environmentUnderstanding legal, regulatory and ethical requirements in sales or marketingUnderstanding the relationship between sales and marketing

Each stamp is a real unit registered against this qualification.

Who’d teach you this

The Evidence Evaluator

Assessor

Helps you show what you can actually do, gathering the evidence that proves it as you learn.

Meet all twelve tutors

Where this connects

Where these credits take you

A qualification is never a dead end here. See the jobs its credits open, the national occupational standards its units map to, and the future skills they quietly build.

Where this can lead

Associate Marketing Compliance Coordinator

Your journey starts here, learning the foundations of compliant marketing. With dedication and a thirst for knowledge, you can build a truly impactful career, becoming a trusted advisor who helps our business grow responsibly and ethically. We're excited to see where you take it!

See the whole journey →
Opens the roleAssociate Marketing Compliance CoordinatorOne of the jobs this qualification is a route intoSee the role →Opens the roleEthical Marketing SpecialistOne of the jobs this qualification is a route intoSee the role →Opens the roleSenior Marketing Compliance SpecialistOne of the jobs this qualification is a route intoSee the role →Opens the roleDirector, Marketing Compliance & RiskOne of the jobs this qualification is a route intoSee the role →Opens the roleDirector of Ethical Marketing & Brand TrustOne of the jobs this qualification is a route intoSee the role →Future FluencyAll ten future skillsSee how every unit is contextualised by the tenExplore →

Skills it covers

What the job actually needs. These are the standards the units are built against, in the words employers and awarding bodies already use for the work itself.

Ensure marketing activities comply with legal, regulatory and ethical requirementsEnsure marketing activities comply with legal, regulatory and ethical requirements, and organisational values

How you’ll actually learn this

One-to-one, on your own real work

A qualification is usually something done to you: sit the class, sit the exam, hope it sticks. Here it’s the opposite. You learn it one-to-one with a companion, on your own real work, and you keep going until you can use it, not just recall it.

One-to-one, on your real workNo lectures, no past-papers. Every unit is practised on the actual tasks your job throws at you, a tutor beside you, not a video in front of you.
Taught to the top, not the testMost courses stop at remembering. Your companion keeps climbing: analysing, judging, creating. That’s the part a machine can’t do for you.
Credits you keep, a map that continuesEvery unit is regulated and yours for good. The day you finish, Zavmo already knows the next role your new credits open.
Principles of customer relationshipsLevel 2

Applied to your work in any of these jobs

Which job do you mean?
Associate Marketing Compliance CoordinatorEthical Marketing SpecialistSenior Marketing Compliance SpecialistDirector, Marketing Compliance & RiskDirector of Ethical Marketing & Brand Trust

This unit covers the principles of customer relationships, including identifying different types of customers and their diverse needs. Learners will understand how organisations respond to customer interactions and the fundamental concepts of customer relationship management.

How the thinking builds
  1. Remember
  2. Understand
  3. Apply
  4. Analyse
  5. Evaluate
  6. Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.
Your PlanIllustration

Built for FAQ Level 2 Certificate in Principles of Marketing

7 units in this credential, in the order it lists them, awarded by Future (Awards and Qualifications) Ltd.

  1. Principles of customer relationships
  2. Principles of digital marketing
  3. Principles of market research
  4. Principles of marketing theory
  5. Principles of personal responsibilities and working in a business environment
  6. Understanding legal, regulatory and ethical requirements in sales or marketing

and 1 more in the full unit list below.

These are the real units of this credential, in its own order. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

One to one, not one to many

No two people run this the same way

A course is written once and handed to everyone. This is assembled around you, and keeps changing as it learns you. Five things it reads, and what each one changes.

  1. Your actual work Every unit is taught against a live piece of your own work, not a worked example from a textbook.
  2. What you already know The first conversation finds your starting point, so you skip what you can already do and spend the time on what you cannot.
  3. The conditions you learn under Not a learning-styles quiz. The evidence does not support those. The dimensions the research does back, read once and used to shape the plan.
  4. How far you got last time It picks up mid-thought. The tutor knows what you said, what you struggled with, and what it asked you to try.
  5. Which tutor suits the moment Twelve of them, each for a different kind of thinking. The one who walks you through a first idea is not the one who stress-tests it.

See how you learn, free. Eight questions, no sign-up. A directional taster; the diagnostic inside Zavmo goes deeper and keeps adapting.

Why it sticks

Most courses stop at remembering

There’s a well-known ladder of how deeply you learn something, called Bloom’s Taxonomy. Most courses get you up the first two rungs: you remember some facts, you pass a test, you forget it. Real skill lives at the top. Judging, deciding, creating. And this isn’t a generic ladder: every rung has a named Zavmo tutor who walks you up it.

  1. 6CreateThe Creative Catalyst
  2. 5EvaluateThe Evidence Evaluator
  3. 4AnalyseThe Analyst
  4. 3ApplyThe Coach
  5. 2UnderstandThe Connector
  6. 1RememberThe Builder

Where most courses leave you Where Zavmo takes you

Why this matters: AI can already remember and understand for you. What it can’t do is take your real problem and judge the right call. So the only learning worth paying for is the learning that takes you to the top. That’s exactly what a tutor doing it with you, on your real work, is for.

The value

Why the companion is worth £70 a month

You’re not paying for the units. They’re regulated, and the same wherever you earn them. You’re paying for the one thing that decides whether you actually get there: a companion that makes them stick, on your real work.

That is one-to-one on this qualification, every day, on the work you already do, for £70 a month. Your first module is free, so you can see the teaching before you pay for any of it. Billed monthly, cancel any time and billing stops.

Earned on your own work, taught to the top.

Everything you just read, learned one-to-one on the job you already do. Your first module is free, so you can see the teaching before you pay for any of it.

Build my plan, free

No card. See how this qualification maps onto your role and meet the tutors who’d teach it, free. The learning begins when you subscribe. It’s £70 a month, billed monthly. Cancel any time and billing stops.