Effective marketing is critical for an organisation to grow and create sustained value within an increasingly competitive business environment.
Good marketing engages customers and allows a company to respond to the changing needs of its audience by providing innovative solutions. As a result, a well-designed marketing strategy can be the difference between success and failure.
At the heart of a successful marketing strategy is an understanding of human behaviour and the needs of customers. This course is designed to give you the critical thinking skills to assess these audiences and markets from both an economic and psychological perspective, giving you the tools to implement effective marketing strategies.
Using real-world case studies including Land Rover, Starbucks and Atlantic Computers, you will understand how marketing intersects with other business functions to create customer and shareholder value. Through active discussion with faculty and peers you will understand the key frameworks, concepts and theories of marketing that enable effective market analysis - a critical element of managerial decision-making.
