Driving organisational value through marketing

Marketing is the function that generates the revenue for most organisations. This unit is designed to give marketing practitioners an understanding of the fundamental marketing principles and theories that inform excellent practice and maximise value. Our intention is to help you obtain an unfair competitive advantage for your business by arming you with the tools you need for marketing success. The role and influence of the marketing function in the wider organisation will be investigated. You will also gain insight into current patterns in markets and marketing, the frameworks that underpin current practice, and the potential directions that markets and marketing are taking into the future. You will apply these insights in the analysis and development of marketing strategies and tactics. The unit is intended to provide a basis for further study in specialised marketing areas, and increase the value of marketing practitioners to their organisation.