Marketing Imagination

School of Business and Economics, University of Exeter
Exeter, Devon, United Kingdom

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' Marketing is arguably the prime business function as all business organisations survive upon a foundation of sales, without which there can be no production or any other managerial activity. A marketing perspective is built on an in-depth understanding of customer desires and decision processes and this module draws upon concepts from psychology, sociology and anthropology to develop an understanding of how and why consumers and organisations make purchase choices. The notion of market orientation also requires an integrated understanding of market structure and dynamics and we will look at the ways in which market knowledge is gained through research and the application of analytical frameworks and at how this knowledge may inform marketing decision-making. Practical aspects of marketing management are examined critically and in the context of the realities of the organisational and environmental contexts. The module will explore the application of marketing ideas to a variety of contexts, including consumer and business-to-business marketing, international and global marketplaces, the small firm, not-for-profit organisations and public service contexts. The module content and the learning methods will help students develop skills of critical analysis and problem-solving, the formulation of reasoned arguments and the persuasive communication of their ideas to large groups.

Syllabus Plan
Day 1: Perspectives on Marketing; Market orientation; Consumer behaviour;

Day 2: Segmentation and Positioning Strategy; Innovation and Product Management;

Day 3: Branding; Marketing Communications; Pricing; Channel Management; Services Marketing;

Day 4: International Marketing; Marketing Communication; Marketing and Organisation

...''

Phone:+44 1392 263200

School Address:

School of Business and Economics
University of Exeter
Streatham Court
Rennes Drive
Exeter
EX4 4PU
UK



Jobs & Resumes: Exeter
Houses & Roommates: Exeter

Personal Effectiveness Coaching
Human Resources Management
Strategic Resources & Operations
Global Economy
Accounting for Management Control
Finance for Managers
Behaviour in Organizations
Strategy for Managers
Mergers & Acquisitions
Customer-Focused Organization
Genesis, Growth and Impact of New Enterprises

Notice: The course description on this page was captured from the Internet as historical reference or submitted by visitors. It was archived statically and not updated from day to day.
 

Tips: If you want to post any message on this website, please do not include your real name, phone number, email address in the message body area. You should enter them in line text boxs respectively, if needed.