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The market-led organisation

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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.

By: The Open University

  • Duration 4 hours
  • Updated Thursday 11th February 2016
  • Advanced level
  • Posted under Business Studies
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The market-led organisation


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This course 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 Business [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)]

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