Contemporary Issues in Marketing
Unit Title: Contemporary issues in Marketing Level: 6 Learning Outcomes and Indicative Content: Candidates will be able to: 1.
Unit code: CIMKT Learning Hours: 210
Understand the changing role of marketing in the modern organisation 1.1. Appreciate the fact that marketing as an organisational philosophy and activity is applicable to almost all types of organisation, whether profit making or not-for-profit, e.g. political marketing. The number and type of organisations adopting marketing principles is expanding. The philosophical aspect of marketing as a long-term company wide business orientation is becoming more important. Understand the fact that marketing is still often merely viewed as a functional area of management usually based in a particular location within the organisation, which uses a collection of techniques, e.g. advertising, public relations, sales promotion and packaging, to achieve specific objectives. Appreciate that many successful firms see marketing as the keystone of their business and that modern marketing has taken a more strategic role in many modern organisations. Marketing in such firms is viewed not as a separate function, but rather as a profit-orientated approach to business that permeates not just the marketing department but the entire business. Understand the central mission of the entire organisation is seen as the satisfaction of customer requirements at a profit (or, in not-for-profit sectors, at a maximum level of efficiency or minimum level of cost). This is achieved by focusing the attention of the entire organisation on the importance of the customer and the needs of the market place. Internal marketing is also required to achieve this. Appreciate that marketing is not necessarily narrowly confined to a particular office or department, and indeed one of the most frequent problems that companies have is in the vision by other departments (and sometimes even the marketing department itself) that somebody ‘does’ marketing
Unit code: CIMKT Learning Hours: 210
Understand the changing role of marketing in the modern organisation 1.1. Appreciate the fact that marketing as an organisational philosophy and activity is applicable to almost all types of organisation, whether profit making or not-for-profit, e.g. political marketing. The number and type of organisations adopting marketing principles is expanding. The philosophical aspect of marketing as a long-term company wide business orientation is becoming more important. Understand the fact that marketing is still often merely viewed as a functional area of management usually based in a particular location within the organisation, which uses a collection of techniques, e.g. advertising, public relations, sales promotion and packaging, to achieve specific objectives. Appreciate that many successful firms see marketing as the keystone of their business and that modern marketing has taken a more strategic role in many modern organisations. Marketing in such firms is viewed not as a separate function, but rather as a profit-orientated approach to business that permeates not just the marketing department but the entire business. Understand the central mission of the entire organisation is seen as the satisfaction of customer requirements at a profit (or, in not-for-profit sectors, at a maximum level of efficiency or minimum level of cost). This is achieved by focusing the attention of the entire organisation on the importance of the customer and the needs of the market place. Internal marketing is also required to achieve this. Appreciate that marketing is not necessarily narrowly confined to a particular office or department, and indeed one of the most frequent problems that companies have is in the vision by other departments (and sometimes even the marketing department itself) that somebody ‘does’ marketing