Overview

The module commences with a review of the philosophy and process of marketing, including service operations, before considering the challenges of planning in the marketing environment. Planning requires market research to understand the consumer, and needs to reflect the behaviour of organisations as buyers and suppliers. The overall objective of marketing strategy is to create value for all customers, through managing competition and managing products. This requires not only communicating value for customers, and versus competitors, but also the implementation of an integrated marketing strategy which recognises current & future threats and opportunities (Internet, International and Integrity).

Learning Outcomes

• Analyse specific situations and propose appropriate marketing strategies.

• Appreciate the wide-ranging applications in which marketing applies and the adjustments required.

• Demonstrate basic understanding, critical awareness and knowledge of concepts of marketing.

• Evaluate the challenges of implementing effective strategies.