Aims: This unit provides an understanding of the role and practice of marketing as an organisational philosophy and management activity. It explains the nature, context and application of marketing concepts and theories and explores a range of techniques suited to engineering and technology based industries. The relationship between commercial activities and other organisation functions is explored. Throughout, the constant need for customer focus is emphasised.
Learning Outcomes:
On completion of this unit, students should be able to:
i. appreciate the vital role of the marketing discipline in any organisation;
ii. specify the requirements for effective marketing for a range of organisations;
iii. identify and apply appropriate theories, techniques and methods for analysing an organisation's relationship with the marketplace and for formulating appropriate strategy;
iv. discuss marketing tactics and decision making in a complex, rapidly moving environment.
Skills:
Students will have at least three years of professional career experience and, generally, be in full-time employment. Consequently, the following overall transferable skills will be enhanced by this unit (and the other five units making up the Postgraduate Certificate in Engineering Management).
* Ability to design and complete a personal programme of study;
* Ability to research learning material;
* Team working with colleagues and communications skills;
* Ability to apply reflective learning to their company and own personal circumstances;
* Ability to challenge the status quo and find innovative solutions to business problems.
Against this background, this unit will encourage particularly:
* The intellectual ability to evaluate and interpret new information and engage in problem solving, thereby demonstrating a capacity to think clearly and logically about future business opportunities;
* The professional skill to conduct analysis using quantitative and qualitative data;
* The key ability to present a business case and debate its value with colleagues from other disciplines.
Content:
1. Marketing Uncovered - 1.1. What is marketing?
- 1.1.1. Definitions of Marketing
- 1.1.2. Marketing as a business concept
- 1.1.3. Customer Value
- 1.1.4. The Value Proposition
- 1.2. The Customer
- 1.2.1. Customer buying behaviour
- 1.2.2. Needs, wants and motivations & Perception
- 1.2.3. Defining the business we are in
- 1.2.4. The business buyer & DMU
- 1.3. The Market
- 1.3.1. Understanding the market environment (PEST)
- 1.3.2. Market Blurring
- 1.3.3. Value in the market
- 1.3.4. Market Research and the marketing information system (MkIS)
- 1.4. Marketing in context
- 1.4.1. Consumer (B2C) Marketing
- 1.4.2. Business to Business (B2B) Marketing
- 1.4.3. Services Marketing
- 1.4.4. International Marketing
- 1.5. Marketing & the Organisation
- 1.5.1. Organisational culture
- 1.5.2. Non-marketing orientations
- 1.5.3. Barriers to marketing
- 1.5.4. Internal marketing
2. Marketing Strategy - 2.1. Introduction, Marketing Objectives & Strategy
- 2.1.1. The marketing Audit (SWOT)
- 2.1.2. Setting marketing objectives
- 2.1.3. Marketing strategy
- 2.2. Market Segmentation & Targeting
- 2.2.1. Defining a segment
- 2.2.2. Identifying segments
- 2.2.3. Prioritising segments
- 2.2.4. Marketing to segments
- 2.3. Branding & Positioning
- 2.3.1. Defining a brand
- 2.3.2. Making a brand
- 2.3.3. Growing, nurturing and valuing a brand
- 2.3.4. Breaking a brand
- 2.4. Customer Retention
- 2.4.1. The importance of retentioon
- 2.4.2. Identifying profitable customers
- 2.4.3. Customer Relationship Management (CRM)
- 2.4.4. Customers, Retention and organisational barriers
- 2.5. Marketing Metrics
- 2.5.1. Identifying the organisation's key performance measures
- 2.5.2. Measuring the effects of marketing
- 2.5.3. Obtaining the data needed
- 2.5.4. Reporting on the effectiveness of marketing
3. Marketing Tactics - 3.1. Introduction, The Product-Market Match
- 3.1.1. Product and Services
- 3.1.2. The Product Life Cycle
- 3.1.3. Portfolio management
- 3.1.4. New product development & Innovation
- 3.2. Pricing & Distribution
- 3.2.1. Pricing and communications
- 3.2.2. Pricing methods
- 3.2.3. Market entry methods
- 3.2.4. Market distribution
- 3.3. People & Process
- 3.3.1. People and the marketing mix
- 3.3.2. Service
- 3.3.3. Transaction
- 3.3.4. Operations management & Marketing
- 3.4. Promotion
- 3.4.1. Setting promotion objectives
- 3.4.2. Above-the-line promotion
- 3.4.3. Below-the-line promotion
- 3.4.4. Personal selling
- 3.5. Marketing Planning & Control
- 3.5.1. The marketing plan
- 3.5.2. The planning process
- 3.5.3. Evaluation methods
- 3.5.4. Controlling implementation.
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