Individual Assignment.docx - BU3700 Contemporary Marketing Management Individual Assignment – Essay November 2018 Roisin Nesbitt 15319796 Individual

Individual Assignment.docx - BU3700 Contemporary Marketing...

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BU3700 Contemporary Marketing Management Individual Assignment – Essay November 2018 Roisin Nesbitt 15319796
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Individual Assignment BU3700 Contemporary Marketing Management Roisin Nesbitt 15319796 Critically evaluate the challenges for contemporary marketing management aligning with the target market of student’s learning in higher education in Trinity Business School, with the readings (6/2) and the content of the module. Customer: Third Level Student Company: College, Professors, Team Competition: Each Other Contemporary Marketing Management Where have we come from and where are we now? The last 25 years has seen an explosion of change in marketing, education and our lives in general. Marketing has been forced to change due to technology, social responsibility and globalisation (Kotler et al, 2016). Due to these forces the marketplace has changed from production orientated to consumer orientated and then transformed again to being driven by the consumer, we are now in an era of co-creation. Third level education has also seen a cosmic shift in the way it must market itself to its target market, prospective and current students. Gone are the days where third level education was only available to the rich and the wealthy and information about it could only be obtained from those gone before you. In this modern era the target market has expanded to almost everyone, owing to financial aid and access schemes, and the traditional mode of feedback is overthrown by online communities worldwide providing an abundance of critique on every aspect. Without the many barriers previously stopping a lot of their current target market from being exactly that, third level institutions must now reinvent their marketing strategy to concentrate on meeting their consumers' needs rather than just selling products, if they want to avoid obsolescence (Levitt, 1960).
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Individual Assignment BU3700 Contemporary Marketing Management Roisin Nesbitt 15319796 How to manage the unmanageable – Managerial challenges How does one manage the unmanageable? The approach taken must be specific to your cause, no two approaches can be the same. One could consider using Zara's chairman, Amancio Ortega’s, methodology to build one’s own unique process. Ortega has been quoted saying, "The customer must always drive the business mode" (Inditex, 2009). The customer, third level students at TBS, must be your centric point, everything must be geared towards them. You must also have a vision, without a vision you cannot be a good leader. Lastly the final part of Ortega’s approach is to break down traditional silos. Traditional, segregated departments working individually leads to lack of alignment towards company goals. Working in the seams as suggested by Joshi and Gimenez (2014) allows a total company effort towards customer satisfaction at a profit. For the third level student the silos must be broken down and every aspect connected. IT should not be separate to marketing or strategy, they should all be interlinked to allow for the best experience. When students are working in teams they must use a holistic
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