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Failure is simply the opportunity to begin again, this time more intelligently.
Marketing plays a pivotal role in business strategy and is in a constant state of evolution. Successful brands such as Google, Apple and Cadbury rely heavily on marketing programs to ensure they stay in front of competitors and in the minds of customers. Marketing creates value—for customers, shareholders and society as a whole. It does this by creating an alignment between what consumers value and what organisations offer. It provides techniques that help firms to better understand the needs, preferences and perceptions of their customers (a prerequisite to adding value to them) and ways of using that understanding to focus the value-creating and communicating activities of the firm into areas where they will be most effective. You will gain a thorough understanding of the marketing mix, from products and services to the not-for-profit area of business. You will learn about the fast-changing world of eMarketing and integrated marketing communications through the use of case studies from industry. You will learn how to analyse consumer behaviour and use market research. You will apply your knowledge of marketing principles to industry-focused, real-world scenarios, allowing you to learn strategic marketing concepts such as brand portfolio, segmentation and positioning strategies, as well as operational marketing. You will have the opportunity to test your skills and knowledge in a simulated environment and take a marketing plan from concept to implementation. With a team, you will create a real product, and devise and implement a detailed marketing plan and sell your product to other students at market days.
Marketing plays a pivotal role in business strategy and is in a constant state of evolution. Successful brands such as Google, Apple and Cadbury rely heavily on marketing programs to ensure they stay in front of competitors and in the minds of customers. Marketing creates value—for customers, shareholders and society as a whole. It does this by creating an alignment between what consumers value and what organisations offer. It provides techniques that help firms to better understand the needs, preferences and perceptions of their customers (a prerequisite to adding value to them) and ways of using that understanding to focus the value-creating and communicating activities of the firm into areas where they will be most effective. You will gain a thorough understanding of the marketing mix, from products and services to the not-for-profit area of business. You will learn about the fast-changing world of eMarketing and integrated marketing communications through the use of case studies from industry. You will learn how to analyse consumer behaviour and use market research. You will apply your knowledge of marketing principles to industry-focused, real-world scenarios, allowing you to learn strategic marketing concepts such as brand portfolio, segmentation and positioning strategies, as well as operational marketing. You will have the opportunity to test your skills and knowledge in a simulated environment and take a marketing plan from concept to implementation. With a team, you will create a real product, and devise and implement a detailed marketing plan and sell your product to other students at market days.
