In the second part, you will learn to understand ways to capture marketing insights through gathering information and scanning the environment. Part 3: Connecting with customers In the third part, you will learn to understand the customers which include the consumer markets and the business markets. In doing so, you will analyse the marketing opportunities, understand the markets and buyer behaviour. After understanding the markets, you will identify the market segments, select the segmentation strategy and target market. Part 4: Building Strong Brand This part introduces the various strategies to build a strong brand. This includes the discussion on important concepts in building, measuring and managing brand equity and the various ways to position a brand. You will also understand the various concepts of competition and competitive strategies.
COURSE GUIDE xvi Part 5: Shaping The Market Offering This part deals with developing and managing the product and services as well as developing the pricing strategies. The product strategy deals with product differentiation, product and brand relationships and product packaging. This is followed by a discussion on the nature of services and how to manage services as well as developing the pricing strategies and programs. Organisation of Course Content In distance learning, the module replaces the university lecturer. This is one of the main advantages of distance learning where specially designed materials allow you to study at your own pace, anywhere and at anytime. Think of it as reading the lecture instead of listening to a lecturer. In the same way that a lecturer might assign something for you to read or do, the module tells you what to read, when to read and when to do the activities. Just as a lecturer might ask you questions in class, your module provides exercises for you to do at appropriate points. To help you read and understand the individual topics, numerous realistic examples support all definitions, concepts and theories. Diagrams and text are combined into a visually appealing, easy-to-read module. Throughout the course content, diagrams, illustrations, tables and charts are used to reinforce important points and simplify the more complex concepts. The module has adopted the following features in each topic: ACTIVITY These are situations drawn from situations to show how knowledge of the principles of learning may be applied to real-world situations. The activities illustrate key points and concepts dealt with in each topic.
COURSE GUIDE xvii SELF-CHECK Questions are interspersed at strategic points in the topic to encourage review of what you have just read and retention of recently learned material. The answers to these questions are found in the paragraphs before the questions. This is to test immediately whether you understand the few paragraphs of text you have read. Working through these tests will help you determine whether you understand the topic and prepare you for the assignments and the examination.
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- Spring '16
- Marketing, 21st century