Delivering Customer Value through Marketing
The unit’s primary focus is the development and execution of marketing activities that have been designed to achieve customer satisfaction and meet organisational objectives, through effective marketing mix strategies which deliver stakeholder value. The unit includes the development of the product portfolio, managing marketing channels, managing the communications mix and managing the service expectations of customers.
The unit examines the use of the marketing mix to achieve an organisation’s corporate and marketing objectives, and to deliver marketing activities which reflect the desired positioning of the organisation’s products and services in addition to its brand values. By the end of the unit, students should be able to apply the marketing mix and determine strategies that deliver highly effective and competitive marketing activities that meet customer needs and organisational objectives, in different organisational contexts and sectors. Students should be aware that the unit addresses marketing in the context of both domestic and international activities.
- Develop and manage a brand and product portfolio in the context of the organisation’s marketing strategies and objectives
- Develop and implement an effective and efficient channel management strategy which reflects the needs of stakeholders and considers the impact of the external environment
- Develop an effective and innovative communications strategy and plan which clearly delivers the organisation’s proposition to the market, through effective segmentation and targeting of internal and external markets
- Utilise an innovative and effective integrated marketing mix to reinforce the organisation’s brand values and overall marketing proposition and competitive advantage
- Determine customer requirements for product and service delivery to ensure the marketing proposition is customer-focused , efficient and effective
