Marketing has a key functional role as the only part of the organisation which has proactive contact with customers; it is the bridge to the customer and the consumer. This is the aspect of marketing which most people recognise, and which can be thought to be marketing's sole role. But unless marketers take an active part at corporate level it is unlikely that the organisation as a whole will have a customer focus. A major role for marketing management is therefore to encourage and reinforce a marketing orientation that permeates every sector of the organisation.
At corporate level any organisation has a relationship with its environment - the need to manage this relationship should be obvious, but unfortunately this realisation only came to many British firms in the take-over battles of the 1970s when they found that although their brands might be well known the organisation itself was not. Corporate managers quickly came to realise the need to use marketing's core skills to market the organisation as well as its products.
After participating in this course, you should be able to:
* determine the role and effectiveness of marketing in given circumstances
* identify the key stages in the corporate planning process
* establish management objectives
* use key marketing terms correctly
Section 1: Management
The role of managers
Corporate v Functional Management
Section 2: Marketing
Towards a definition
Customers and consumers
Wants and needs
Marketing as a bridge
Section 3: Marketing in Management
Policies, strategies, tactics and controls
Section 4: Functional Marketing
Tutor-marked Question Paper
On completion of your course, you will receive two certificates:
Certificate 1 is issued by Stonebridge Associated Colleges: Introduction to Marketing Management (Byte Size Skills Course) Certificate
Introduction to Marketing Management (Byte Size Skills Course) Certificate issued by Stonebridge Associated Colleges, to view a sample of the college’s award, please click here.
With this course you will have unlimited access to your own personal tutor who specialises in their field of study. It is your personal tutor's role to ensure that you receive constructive feedback and to deal with any queries you may have. You are more than welcome to telephone, fax or email your personal tutor.
You will also have access to a dedicated and friendly team of administrators and course advisors who offer sound and professional guidance and advice when you need it. This ensures that you will never feel neglected and that you will always succeed!
Requirements for Entry
There is no experience or previous qualifications required for enrolment on this course. It is available to all students, of all academic backgrounds.
This is only an approximate figure and is dependant upon how much time you can dedicate to your studies and how well you grasp the learning concepts in the course material. Furthermore, at the end of each lesson there is a question paper that needs to be completed and returned to your tutor. You should allow at least 1 - 2 hours of study to complete each question paper.
The approximate amount of time required to complete the course is: 20 hrs.
After each lesson there will be a question paper, which needs to be completed and submitted to your personal tutor for marking. This method of continual assessment ensures that your personal tutor can consistently monitor your progress and provide you with assistance throughout the duration of the course.
* All study materials
* Study Guide
* Full Tutor and Admin support