What you will learn
- How marketing creates value and can influence perceptions, purchasing and loyalty
- How successful brands are developed and sustained using segmentation, targeting and positioning for effective and profitable marketing
- Conduct a competitor audit and analysis
- Understand why digital marketing matters today and changes in the digital landscape
- Develop your own digital marketing strategy
Learning objectives
Knowledge and understanding:
- The marketing activities that impinge on our daily lives as business managers and citizens
- Key marketing theories and current practic
- Decision-making processes for deciding on new marketing strategies
- How innovation and marketing strategy can contribute to competitive advantage
Cognitive and subject specific skills:
- Critically evaluate key marketing concepts, theory and practice
- Apply marketing concepts to real-world marketing situations
- Reflect on the relevance of marketing as a manager, business leader and as a consumer
Outline:
Marketing and customers
Target the most rewarding customers
Create a compelling value proposition
Design winning products and services
Communicating value with impact
Delivering value and reaping the rewards
1) Marketing and customers
- B2C marketing - a firm markets its products or services to consumers.
- B2B marketing - a firm markets its products or services to another business.
