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Marketing means different things to different people. How do you decide who to aim a campaign at? If you already have a background in marketing, this free course, The market-led organisation, will improve your understanding of market orientation and of the process of going to market. It also assesses the importance of managing key internal and external relationships.
After studying this course, you should be able to:
- describe the difference between marketing as a function and the concept of being market led
- evaluate whether an organisation is market led
- evaluate the relevance of marketing concepts to organisations, whether commercial (for-profit) or non-profit
- identify customers and consumers
- list the tangible and intangible elements of products and services.
- Current section: Introduction
- Learning outcomes
- 1 What does 'marketing' mean?
- 2 Understanding market orientation
- 3 Do all organisations need to be market oriented?
- 4 How do organisations become market leaders?
- 5 Managing a market-led organisation
- Keep on learning
Study this free course
Enrol to access the full course, get recognition for the skills you learn, track your progress and on completion gain a statement of participation to demonstrate your learning to others. Make your learning visible!
The market-led organisation
This unit is divided into two sections: ‘Understanding market orientation’ and ‘Managing a market-led organisation’. In Section 1 ‘Understanding market orientation’ sets out different approaches to marketing. I argue that marketing should not be the property of just the marketing department but an organisation-wide philosophy that centres on satisfying customers. The way in which marketing ideas can be applied to non-profit organisations is also discussed.
In Section 2 ‘Managing a market-led organisation’, I go on to discuss the importance of managing key internal and external relationships.
This OpenLearn course provides a sample of postgraduate study in
This free course includes adapted extracts from an Open University course which is no longer available to new students. If you found this interesting you could explore more free Business Studies courses or view the range of currently available OU Business Studies courses.
Copyright & revisions
Originally published: Wednesday, 27th July 2011
Last updated on: Thursday, 14th January 2016
- Creative-Commons: The Open University is proud to release this free course under a Creative Commons licence. However, any third-party materials featured within it are used with permission and are not ours to give away. These materials are not subject to the Creative Commons licence. See terms and conditions. Full details can be found in the Acknowledgements and our FAQs section.
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