from The Open University
Alternatively you can skip the navigation by pressing 'Enter'.
Secret History Of... Camberwell GveTuesday, 28th April 2015 20:00 - BBC FourA long journey from respectability, to despair, and back again - in the time it takes to walk along a street Read more: The Secret History Of Our Streets - Camberwell Grove
Secret History Of... Deptford High StAvailable until Friday, 22nd May 2015 03:00How did the "Oxford Street of South London" come to be one of the poorest shopping streets in modern London? Read more: The Secret History Of Our Streets - Deptford High Street
Secret History Of... Deptford High StAvailable until Friday, 22nd May 2015 03:00
Thinking Allowed: The Ethnography Award 'Shortlist' 2015Available until Friday, 15th April 2016 10:30
A History of Ideas - Descartes Cogito Ergo SumAvailable until Thursday, 14th April 2016 08:30
Opinion polls in a nutshellHave opinion polls got you baffled? Fear not - Professor Kevin McKonway explains opinion... Watch now: Opinion polls in a nutshell
Take the photographic memory testCan you capture scenes just by looking at them? Find out with our photographic memory test. Launch now: Take the photographic memory test
Eating to win: Activity, diet and weight controlWhat should we eat before and after exercise? This free course, Eating to win: activity, diet and... Try: Eating to win: Activity, diet and weight control now
Succeed with maths – Part 1[BETA] If you feel that maths is a mystery that you want to unravel then this short 8-week course... Try: Succeed with maths – Part 1 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
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 course units or view the range of currently available OU Business Studies courses.