Introduction to Marketing Management

Course Code: DED9374
School: Stonebridge Associated Colleges UK

Description

Marketing has a key functional role as the only part of the organization which has proactive contact with customers; it is the bridge to the customer and the consumer. This is the aspect of marketing which most people recognize, and which can be thought to be marketing's sole role. But unless marketers take an active part at corporate level it is unlikely that the organization as a whole will have a customer focus. A major role for marketing management is therefore to encourage and reinforce a marketing orientation that permeates every sector of the organization.

At corporate level any organization has a relationship with its environment - the need to manage this relationship should be obvious, but unfortunately this realization only came to many British firms in the take-over battles of the 1970s when they found that although their brands might be well known the organization itself was not. Corporate managers quickly came to realize the need to use marketing's core skills to market the organization as well as its products.

After participating in this course, you should be able to:

• Determine the role and effectiveness of marketing in given circumstances
• Identify the key stages in the corporate planning process
• Establish management objectives
• Use key marketing terms correctly

Outcomes

Introduction to Marketing Management Certificate

Introduction to Marketing Management (Byte Size) Certificate issued by Stonebridge Associated Colleges, entitling you to use the letters SAC Cert after your name.

Assessment

After each lesson there will be a question paper, which needs to be completed and submitted to your personal tutor for marking. This method of continual assessment ensures that your personal tutor can consistently monitor your progress and provide you with assistance throughout the duration of the course.

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