This course module focuses on some of the key marketing led issues facing organisations in today’s business environment. It starts with an examination of adding value and market share through managing data.

A range of issues are explored including customer relationship marketing, developing a brand personality across to developing a marketing plan and strategy, public affairs and stakeholder communications and integrated marketing communications.

By the end of this course module, you will have a clear understanding of the scope and nature of marketing issues facing organisations in today’s business environments and be in a position to employ the tools and techniques in your own organisation.

The following areas will be examined:

        1. Examining Value and Market Share from Research Data (Big Data Agenda)
        2. Customer Relationship Management and Brand Loyalty
        3. Developing a Brand Personality
        4. Market Segmentation
        5. Developing a Marketing Plan and Strategy
        6. Public Affairs and Stakeholder Communications
        7. Digital and Social Media Marketing
        8. Working within the General Data Protection Regulations (GDPR)
        9. B2B & Services Marketing
        10. Flexing the Marketing Mix
        11. Integrated Marketing Communications