Managing Marketing Performance
Managing Marketing Performance covers the implementation of a customer-focused business strategy in a strategic and global context. It aims to provide participants with the knowledge and skills required to contribute to the successful implementation of a customer-oriented and competitive strategy for the organisation. Its emphasis is on facilitating change in the organisation, ideally towards a stronger market orientation, managing and integrating the marketing function as part of the organisation’s response, and measurement.
- Critically evaluate the techniques available for integrating teams and activities across the organisation, specifically relating to brands and customer-facing processes, and instilling learning within the organisation
- Identify the barriers to effective implementation of strategies and plans involving change (including communications) in the organisation, and develop measures to prevent or overcome them
- Demonstrate an ability to manage marketing activities as part of strategy implementation
- Assess an organisation’s needs for marketing skills and resources and develop strategies for acquiring, developing and retaining them
- Initiate and critically evaluate systems for control of marketing activities undertaken as part of business and marketing plans
