Market Relations Course This course looks at the relations of an organisation within the market, including those with customers, other stakeholders & their social responsibilities. Each section gives the student a clear framework in which to review the approaches taken by market-oriented companies in a competitive & changing environment. It provides an understanding of the approaches of marketing-orientated businesses & describes how to collect data & analyse the market-place. Packed with examples from real business, self-assessment exercises, assignments & task-based activities, this course will enable students to more easily develop their knowledge & skills. ...

Marketing Course Marketing is concerned with identifying & satisfying customers' & consumers' needs. Its aim is to ensure that the business is able to anticipate changes in these needs, & to gain & retain customers efficiently & profitably. Although marketing is concerned with satisfying these needs, its scope goes far beyond the process of selling goods & services. Indeed, to be truly effective, the marketing process needs to be present throughout the entire business process, building on a broad understanding of the markets which the business serves, designing into the product or service the characteristics which consumers & customers will find attractive & ensuring that the entire business adopts policies & strategies that cater for their needs. About our Marketing Course Marketing is sometimes presented as a discrete, specialised function or as a set of techniques. But as this marketing course will make clear, a more appropriate understanding of marketing only emerges when it is viewed as a business philosophy or as a principle around which the business can be organised & managed. ...

Byte Size Marketing Course The concept & practice of marketing is concerned with putting the customer first. The working definition of marketing used in this course expresses this idea neatly: " The achievement of corporate goals through meeting & exceeding customer needs better than the competition." We can think of marketing as a philosophy that underpins & drives the activities of an organisation. We can also regard it as a business function & process concerned with the set of activities necessary to obtain & service demand for an organisation's products.  All elements of marketing serve to determine the approach of organisations & ultimately their business performance. In this course, we provide an overview of marketing by looking at the complexity of delivering an ever-changing set of products & services within a business context that is broad, subject to economic fluctuations & volatile consumer taste & dem&. More specifically, we look at the philosophy of marketing & introduce marketing planning & the business context in which organisations operate
- the marketing environment. After participating in this course, you should be able to: define the marketing concept define marketing as a business orientation & as a business activity distinguish between different business orientations recognise the management issues involved in creating a market-driven organisation define what is meant by the marketing mix, & identify its key elements & the characteristics of an effective mix identify & describe the key stages in the marketing planning process identify key changes in the marketing environment, & how these may impact on marketing decisions.
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Marketing Advisor Course The " Fail to plan, & you plan to fail". In today's fast moving world, businesses need to use marketing planning techniques, understand their customers, & monitor responses, to grow their business. This course provides a structure, shows how to use the building bricks of marketing, & prepare a practical marketing plan. On completion of this course, you will have written a detailed marketing plan, & have a model to use when applying your new skills ...

Marketing Management Course The value of the area of study which is called Marketing or Market Management is widely recognised ...

Marketing Mix Course The purpose of this course is to develop understanding of the marketing mix. The marketing mix is comprised of the tools available to a marketer in order to optimise the return from the exchange of value with customers & consumers. It does not relate simply to the elements of a product or service - rather it identifies all the variables over which a marketer has control. This course will examine in depth the different components of the marketing mix & will discuss the way in which these components are controlled & adjusted to make a product or service more competitive. The course will then proceed with an analysis of each of the key variables of the mix. A product is defined & analysed in terms of a series of levels. Products, including goods & services, are classified for ease in understanding. every single product has a life cycle, & this is evaluated in terms of its importance to marketing managers. The way in which the market adopts a new product is evaluated. Pricing strategies & tactics are considered in Section 3, including the many factors that affect the price placed on a product or service. The way in which products are made available to customers is by distribution & this is introduced as an important part of customer service. An overview of this important concept is studied in terms of the level of customer service offered, alongside the different methods of distribution. Promotion, which covers the communication between an organisation & its target audiences, is put into context The physical surroundings in which a service is delivered or a product sold are also considered, along with the people involved in the process of ensuring customer & consumer satisfaction. These must all be brought together to provide a seamless & positive support to every transaction. This course deals with the components of the marketing mix & looks at ways in which they can be managed to optimise return on investment. By the end of this course you will be able to: identify the components of the marketing mix in the marketing of a product or service identify ways in which the variables of the mix can be used to the mutual benefit of the organisation & its clients select the appropriate marketing strategy for a product identify the benefits provided to the consumer by a product identify the characteristics of a service & use these to assess the benefits provided by a service use the product life cycle concept as a guide to marketing understanding select the appropriate marketing mix strategy for a product offering at different stages of its life cycle identify pricing strategies used to make products & services more attractive. ...

Marketing Planning Course In this course, we concentrate on strategy & planning. We explore how the ideas we investigated earlier of the marketing mix, research methods & organisational issues related to marketing can be brought together into a unified whole, implemented & controlled in a way to ensure that organisational business objectives can be met. In the first part of the course, we clarify these terms. Then we concentrate on marketing strategy & some useful tools for devising, delivering & evaluating the success of strategy. Finally we look at the key issues of marketing planning & explore how to make planning work, emphasising the importance of control in the planning process & implementation issues. By the end of this course you will be able to: detail the specific steps in developing a marketing plan, & list the key topic headings in a marketing plan identify the elements of a marketing audit, & apply them in given settings identify a range of marketing objectives detail the role of portfolio models & the Ansoff matrix as frameworks for identifying & evaluating strategic options distinguish between strategy & tactics define appropriate measures of marketing control in given settings. ...

Marketing Segmentation Course It was Henry Ford who was described as both the world's best & the world's worst marketer. The design development & launch of the black Ford Model T was classic marketing. Henry Ford identified a need for an automobile that, whilst a luxury, should be affordable. The development of mass-production techniques to produce the car was a planned strategy to enable the Model T to be marketed at an affordable price for the mass market. Ford became the dominant car producer in a matter of years, in an apparently unassailable market position. Whilst Henry Ford's entrepreneurial vision should be applauded, his subsequent product strategy misfired! Consumers could own a Ford T as long as they wanted it in black in the only available model. Whilst undoubtedly a quality car, the Model T did not meet all the needs of the market. Chevrolet recognised this opportunity & developed a product range that offered the consumer choice & the opportunity to upgrade the model. The identification of unmet market needs enabled Chevrolet to penetrate into & subsequently dominate the American automobile market. Chevrolet succeeded where Ford failed by analysing & segmenting its market & developing products that more closely met individual consumer needs. The case history of the Model T offers us the opportunity to understand the importance of meeting consumer needs. More importantly, it introduces you to some of the marketing terminology that will be introduced in this course. After participating in this course, you should be able to: identify the benefits to the marketer of segmenting the market identify the consumer demand category represented by a specific market select the most appropriate method of market segmentation in a specific case analyse the market segmentation strategy adopted by a specific organisation draft a market segmentation plan for a specific product identify market segments in an industrial context assess the attractiveness to the marketer of a specific market segment identify the targeting strategy being used by a specific marketer identify ways in which products have been differentiated & positioned in the minds of target customers ...

Marketing Strategy Course This course will provide you with a comprehensive introduction to contemporary marketing theory & practice. During your studies, you will become familiar with the importance & the fundamental thinking of this core management function. You will use a wide range of concepts & techniques to analyse the external environment & to develop practical & creative strategies to meet its challenges. Senior managers operate in a complex environment of rapid change both within & outside their organisations. Organisational life is full of messy problems that cannot be neatly compartmentalised into one specific management function & decisions may need to be made at short notice with incomplete or even conflicting information. As a manager, the quality of your decision making will depend on your ability to select & combine the best & most appropriate ideas & techniques from a range of management functions & know how to use them. So whether you are a marketing manager or work in another function, such as finance or human resources, you will need to understand the language used by marketing practitioners & have a sound grasp of the concepts & approaches that marketing offers. This course will provide you with a toolbox of ideas & methods to help you make sense of your organisation's complexity. Through the six study units we build the basic principles & provide comprehensive coverage of the main theories of marketing set in the context of modern business practice. You will learn how to understand your customers' needs; how to focus scarce resources most effectively though marketing segmentation & targeting; brand building through the right marketing mix; as well as the development & implementation of marketing plans. This is reflected in the more specific unit objectives. ...