Background & Learning Outcome
The emergence of marketing as a necessity of every Organization regardless of the industry or nature of the business it operates has made it imperative that anyone seeking to gain an understanding and knowledge of marketing is taken through the essential concepts and practices. By the end of this module delegates will understand how marketing evolved from a function to more of a philosophical Organisation wide practice. It will provide an understanding of the key concepts and practical application.
- An introduction to marketing and its evolution from production to sales and the 21 st century service marketing to where it is known today to be interactive marketing through the digital spectrum. The concept of marketing orientation and how internal marketing helps develop a marketing-oriented culture. Relationship marketing VS transaction marketing and customer loyalty development.
- Buying behaviour and the dynamics of the consumer and Organisational buying DMU and B2B marketing and how it needs to be managed when prospecting a B2B customer The digital consumer and how it affects the marketing process.
- The elements of the marketing mix Product- The different forms and product tactical options that could be used in B2B and consumer marketing Pricing -Tactics available to an Organization Place- (Distribution) tactics and the new options that have emerged including online channels Promotion- The conventional communication mix (Advertising, Direct Marketing, PR, Sales Promotions and Sponsorship) and the digital communication landscape The service mix- People, Processes and Physical evidence and the importance of the service mix in marketing to any sector or type of customer.
Marketing Strategies
- Differentiated marketing through segmentation as a strategy.
- B2B and Consumer segmentation variables
- Positioning and positioning strategies.
- Growth strategy options available to any Organization
- Generic or competitive strategies
- The nature of branding and its impact on B2B and consumer marketing.
Assessment - 2 Hours MCQ Examination
