This essay focuses on concepts of marketing management. You will be expect to discuss the key concepts of marketing management and use contemporary marketing models, tools and techniques in a practical context. Specifically, you will: ·
Scenario: Candidates are required to apply the learning and creative marketing skills they have gained from studying this Unit to develop a marketing strategy for an organisation of their choice. You will be expect to discuss the key concepts of marketing management and use contemporary marketing models, tools and techniques in a practical context. Specifically, you will: ·
Marketing management functions in organisations; You can choose any organisation that you have sufficient first-hand knowledge of. Preferably where you are working currently or have worke in the past. An example organization that you have chosen for the purposes of this assignment.
Any other organization that lends itself to discussion and analysis. This is an investigative assignment/mini project which will require detail. Planning to ensure that all assessment tasks are adequately research and for data to be analyse within the timescale permit.
Marketing is currently define by the American Marketing Association (AMA) as “the activity. Set of institutions, and processes for creating, communicating, delivering, and exchanging. Offerings that have value for customers, clients, partners, and society at large”. However, the definition of marketing has evolve over the years.
The interests of “society at large” were add into the definition in 2008. The development of the definition may be see by comparing the 2008 definition with the AMA’s 1935 version. “Marketing is the performance of business activities that direct the flow of goods, and services from producers to consumers”. The newer definition highlights the increase prominence of other stakeholders in the new conception of marketing.
Recent definitions of marketing place more emphasis on the consumer relationship, as oppose to a pure exchange process. For instance, prolific marketing author and educator, Philip Kotler has evolve his definition of marketing. In 1980, he define marketing as “satisfying needs and wants through an exchange process