Customer Focus and Innovation
Customer Focus and Innovation
Description
This module lays the foundation for general marketing knowledge. Throughout the module, the aim is to focus on the use of marketing skills and theory. The key purpose of marketing is to “advance the aims of organisations (whether private, public or voluntary) by providing direction, gaining commitment and achieving sustainable results and value through identifying, anticipating and satisfying stakeholder requirements”.
The lectures will be supported by a practical session utilising an illustrative case study and requiring practical application of the course syllabus.
Learning objectives
An understanding of marketing as both a functional area of management and an overall business philosophy integral to business strategy to provide strategic marketing direction for the organisation.
Knowledge of the marketing environment, both internal and external to the company to provide marketing intelligence and insight.
Knowledge of the importance of long and medium term planning to the success of particular products and services, the identification of the opportunities and the demand for new products/services based upon customer insights, and the development of new product strategies.
An appreciation of marketing strategy relating to developing an integrated marketing communications plan for target individuals and segments.
An understanding of the use and development of a customer information strategy for existing and potential customers to achieve customer value and satisfaction and achieve a customer focused organisation.
Learning outcomes
Acquire new, relevant and integrated knowledge on marketing.
Reason and problem solve, communicate clearly in oral and written forms, work effectively in teams to accomplish goals and determine what is needed to solve the problem and seek new knowledge.
Show skills of critical thinking, analysis and synthesis. This includes the capability to identify assumptions, evaluate statements in terms of evidence, to detect false logic or reasoning, to identify implicit values, to define terms adequately and generalise appropriately.
Effective self-management in terms of time, planning and behaviour, motivation, self-starting, individual initiative and enterprise.
Please note: This information is subject to review and change without notice.
