Learning Outcomes:
At the end of the module, students should be able to: Understand the marketing challenges facing organisations today. Explore customer value and how it can be created and sustained by companies. Critically assess the role of brands for consumer and business-to-business marketers. Evaluate the tools and techniques associated with the marketing mix
Indicative Module Content:
Marketing Managing Profitable Customer Relationships
Company & Marketing Strategy : Partnering To Build Customer Relationships
The Marketing Environment
Managing Marketing Information
Consumer Buyer Behaviour
Business Buyer Behaviour
Segmentation Targeting & Positioning
Product services and branding strategy
Developing New Products
Communication Customer Value,
Personal Selling
Online Marketing