Marketing for business success

In highly competitive markets the success or failure of a product or service may be determined by the marketing decisions you take. This course will help you make the right ones.

Topics covered
  • The Marketing Management Process.
  • The Marketing Implications of Corporate and Business Strategies.
  • Understanding Market Opportunities.
  • Understanding Consumer Buying Behaviour.
  • Understanding Business Markets and Buying Behaviour.
  • Measuring Market Opportunities: Forecasting and Market Knowledge.
  • Targeting Attractive Market Segments.
  • Differentiation and Brand Positioning.
  • Product Decisions.
  • Pricing Decisions.
  • Distribution Channel Decisions.
  • Integrated Promotion Decisions.
  • Digital Marketing Decisions.
  • Marketing Strategies for New Market Entries.
  • Strategies for Growth Markets.
  • Strategies for Mature and Declining Markets.
  • Organising and Planning for Effective Implementation.
  • Measuring and Delivering Marketing Performance.

Dr Barbara Jamieson introduces Marketing

Marketing is one of seven core courses on our MBA.

Sample our online resources

Here’s a little look at the support you can expect

Course taster

Get a feel for the course before you make that all-important purchase.

This pdf is a short version of the full course text. It gives you the contents page and the first module...

Download the course pdf

Try our student portal site

This is where you organise your studies; where you book exams, order courses and generally keep on top of things.

The username and password are: demo

Go to the student portal

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'Visualise This'

We have a library of informative visual material to guide you through critical concepts. Here’s just one of them.

The full library is available through your Student Portal.

Relevant Programmes

This course is available on the following programmes

All Programmes