from The Open University
Alternatively you can skip the navigation by pressing 'Enter'.
Wild Weather with Richard Hammond: Temperature: The Driving ForceTuesday, 24th November 2015 00:35 - BBC FourRichard Hammond investigates the crucial role temperature plays in all weather. Without heat, there would be no... Read more: Wild Weather with Richard Hammond: Temperature: The Driving Force
The Educators: Series 2: Character LessonsTuesday, 24th November 2015 15:00 - BBC Radio 4
Power to the People: Episode 2: It's Not Easy Being GreenTuesday, 24th November 2015 21:00 - BBC Four
All in the Mind: Mindfulness, porn addiction and slothfulnessTuesday, 24th November 2015 21:00 - BBC Radio 4
The Educators: Series 2: Character LessonsAvailable for over a yearCan character education really improve someone's chances in life? Read more: The Educators: Series 2: Character Lessons
Wild Weather with Richard Hammond: Temperature: The Driving ForceAvailable until Thursday, 24th December 2015 01:35
Ireland with Simon Reeve: Episode 1Available until Thursday, 24th December 2015 00:45
The Hunt: Episode 4: Hunger at SeaAvailable until Tuesday, 29th December 2015 17:50
What is the 2015 Autumn Statement all about?The OU's Alan Shipman offers a guide to the things to watch for when George Osborne presents his... Read more: What is the 2015 Autumn Statement all about?
OpenLearn Live: 24th November 2015Part of Ireland that started out by the South Pole. Then more free learning through the day. Read more: OpenLearn Live: 24th November 2015
Taking your first steps into higher educationWhat is university study like? Is it for me? If you are asking yourself these questions, this... Try: Taking your first steps into higher education now
English: skills for learningThis course is for anybody who is thinking of studying for a university degree and would like to... Try: English: skills for learning now
The market-led organisation
Marketing means different things to different people. How do you decide who to aim a...
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 unit will improve your understanding of market orientation and (going to market). It also assesses the importance of managing key internal and external relationships.
After studying this session, 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 your own and other organisations, whether commercial (for-profit) or non-profit;
- identify your own customers and consumers;
- list the tangible and intangible elements of your own products and services;
- evaluate the role of relationships in adding value to market-led organisations;
- identify the key relationships and markets in a case study;
- identify key market-led relationships within your own organisation.
- 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
- 6 Summary
Study this free course
Enrol to access the full course, get recognition for the skills you learn and track your progress. 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 material is from our archive and is an adapted extract from Managing Performance and Change (B700) which is no longer taught by The Open University. If you want to study formally with us, you may wish to explore other courses we offer in this.
This is an extract 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
- 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 section.
- This site has Copy Reuse Tracking enabled - see our FAQs for more information.
If you enjoyed this, why not follow a feed to find out when we have new things like it? Choose an RSS feed from the list below. (Don't know what to do with RSS feeds?)
Remember, you can also make your own, personal feed by combining tags from around OpenLearn.