Marketing

Open University Business School
Milton Keynes, United Kingdom

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

Course Description:

'' This course is for managers who have a role in planning or developing marketing activities, or who work alongside colleagues responsible for marketing. It deals with three areas of uncertainty that affect the development of strategic marketing decisions: uncertainty arising from the volatility of the external environment; uncertainty arising from the changing relationship between suppliers and customers; and uncertainty arising from the internationalisation of business and trade. The course does not suggest that there are simple solutions, but puts forward concepts and analytical techniques that will help managers to make marketing decisions against a background of complexity and uncertainty.

By the end of the course you should:

be aware of the difficulties of planning in conditions of uncertainty;

be able to prepare strategic scenarios;

understand the processes involved in marketing research

see how an understanding of relationships influences current marketing theory;

be familiar with the strategic process of brand building;

understand the issues involved in undertaking marketing communications;

understand the impact of internationalisation on domestic as well as global operations;

be aware of the impact of emarketing in organisations�marketing activities and the ways in which organisations can construct strategies and tactics to adapt successfully to the internet age

understand the complexity of the new service development process and the issues involved in delivering high quality services

have a good grasp of the principles of complexity theory.

The course has nine units grouped into three books.

Book 1 Complexity and the marketing environment asks how external factors affect organisational performance and planning. As well as introducing the course as a whole, this first book looks at the process of marketing research and the techniques for planning in conditions of uncertainty to develop robust strategies. It also introduces complexity theory by looking at the lessons that managers can take from the natural sciences to help them to improve their understanding of managing complex systems in a volatile environment. Techniques and concepts to assist the development of marketing strategies in conditions of uncertainty are introduced.

Book 2 Complexity and marketing The three units in this book cover relationship marketing, brand building and integrated communications. The first unit develops the concepts of relationship marketing in considerable detail. Drawing on the latest research, it discusses how our understanding of consumers�behaviour is changing, and how organisations need to adapt their policies and programmes accordingly. The unit on brand building demonstrates that brands are of great importance in determining the success or failure of organisations in consumer, industrial and non-profit markets. This unit, based on the results of recent research, offers guidance on developing and maintaining brands. Communications are the key to successful marketing. As technology becomes more complex, integration of communications becomes both more difficult and more important. The unit on marketing communications brings together the latest thinking in this field.

Contemporary challenges in marketing are the subjects of Book 3. A double unit examines the impact of globalisation on all organisations, including those that at present operate in a purely domestic context. You will see the difficulties, as well as the opportunities, arising from new technology that is eliminating barriers of time and geography. We also consider the implications of political changes that affect trade. Two subsequent units deal with the challenges facing firms that are involved in services marketing and emarketing respectively. Marketing practice and theory have developed very quickly in both areas and the units deal with some of the key issues facing managers.

...''

Phone:+44 (0)845 300 60 90

School Address:

Student Registration & Enquiry Service
The OU Business School
The Open University
PO Box 197
Milton Keynes
MK7 6BJ
UK

Jobs & Resumes: Milton Keynes
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