The Open University since 2006
Alternatively you can skip the navigation by pressing 'Enter'.
Thinking Allowed 2016: 'Queer' wars, Nigerian beauty pageantsMonday, 30th May 2016 00:15 - BBC Radio 4Laurie Taylor and guests looks at the international polarisation over sexual rights and beauty contests in a... Read more: Thinking Allowed 2016: 'Queer' wars, Nigerian beauty pageants
The Educators: Series 2: Character LessonsMonday, 30th May 2016 23:30 - BBC Radio 4
Life - with David Attenborough: Creatures of the DeepTuesday, 31st May 2016 09:00 - Eden
Life - with David Attenborough: PlantsTuesday, 31st May 2016 10:00 - Eden
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
Thinking Allowed 2016: 'Queer' wars, Nigerian beauty pageantsAvailable for over a year
Old School With The Hairy Bikers: EPISODE 3Available until Sunday, 26th June 2016 20:00
Life - with David AttenboroughDavid Attenborough explores the vibrant mix of life found on our plant - where it comes from, and... Read more: Life - with David Attenborough
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
Una lengua en movimientoThis free course will develop your knowledge and understanding of the societies and cultures of... Try: Una lengua en movimiento now
Introduction to bookkeeping and accountingLearn about the essential numerical skills required for accounting and bookkeeping. This free... Try: Introduction to bookkeeping and accounting now
This free course, Marketing in the 21st century, offers a managerial perspective on how to deliver more effective marketing in an organisation, regardless of whether it is based in the private, public or non-profit sector. This is achieved through a variety of learning techniques, including case studies, videos, activities and group discussions. Supporting this learning, students are encouraged to become critical thinkers about both how they undertake their own decisions, as well as how marketing influences our society.
After studying this course, you should be able to:
- articulate whether marketing is a process or philosophy
- think analytically, creatively and in an integrated manner about marketing ethics
- define what a brand is and value of brands to organisations and consumers
- understand how marketing practice is changing now and will change more in the future.
- Current section: Introduction
- Learning outcomes
- 1 What is marketing?
- 2 Marketing and ethics
- 3 Brand basics
- 4 International marketing in turbulent times
- 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!
Marketing in the 21st century
Welcome to Marketing in the 21st century. This course briefly introduces you to the concept of marketing, how to assess if your organisation is marketing orientated and the role of ethics in marketing. You will then be introduced to the principles of branding before considering internal marketing in turbulent times. First let’s start by considering a quote from British entrepreneur Emma Harrison published in the British newspaper the Daily Mail (2004):
There are three things that you should spend your time doing: marketing, marketing, marketing. If you are not prepared to do that, then everything else is irrelevant.
As we shall see throughout this course, marketing encompasses a wide range of interrelated activities and at its heart, drives the organisation forward.
As a manager you will have had, to varying extents, some experience of marketing. This could be an involvement in making strategic decisions which have marketing implications. On the other hand, as a consumer you will have been exposed to marketing from an early age, possibly making you sceptical about what it can offer.
Marketing is concerned with satisfying customer needs but is it a positive activity for our societies?
Marketing encompasses a number of activities that are partially created by the organisation but also largely influenced by factors in the external environment such as competitors’ activities and legislation. As a management activity, marketing is constantly changing and evolving to meet the needs of the market. For many this constant change makes it an exciting profession, as summarised here by Ian Hunter, Head of Marketing at Fujitsu Services.
What excites me most about marketing?
Working in marketing means that you are in a privileged position, working across all parts of a business at all levels, for the good of the whole company. The excitement comes from many areas:
- working/influencing (challenging) executives on strategic direction
- implementing change – identifying new strategies and working with the company to implement the thinking
- intellectual challenge – thinking through complex organisational problems and developing strategies to support these
- working with smart people – because while the work is important to the company, you get to work with the smartest people (internally and externally)
- creativity – you are continually having to come up with new and innovative ways of doing things. Working in an innovative environment is fun and exciting.
What are the biggest challenges for marketing?
For the IT sector, it is how we respond to/make money from Cloud.
For marketing it is:
- being able to demonstrate the value marketing delivers
- exploiting/using social media to its full potential (to develop relationships).
What does marketing contribute?
Marketing is a process that everyone in the company is involved with (satisfying customer needs, at a profit). So everyone is in marketing!!
The marketing function must be configured to use appropriate skills and techniques to support this ambition and be able to demonstrate value. In a B2B environment this includes:
- increasing the customer’s predisposition to purchase – brand awareness, relationship events, thought leadership
- lead generation – thought leadership, direct marketing, etc.
- relationship creation – forums, social media, events
- evidence – case studies and references
- sales force training and development
- account development – account-based marketing
- market and customer insight.
This free course is an adapted extract from an Open University course
Copyright & revisions
Originally published: Monday, 18th January 2016
Last updated on: Monday, 18th 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.
- 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.
- Latest OpenLearn pages
- Latest pages from OpenLearn - Money & Management
- Latest pages from OpenLearn - Leadership and Management
- Latest pages from OpenLearn - Managing
- Latest pages from OpenLearn - Health, Sports & Psychology
- Latest pages tagged - marketing
- Latest pages tagged - ethics
- Latest pages tagged - communications
- Latest pages tagged - BB844_1
- Latest comments on this page
All our alternative formats are free for you to download, for more information about the different formats we offer please see our FAQs. The most frequently used are Word (for accessibility), PDF (for print) and ePub and Kindle to download to eReaders*.
- PDF (3.3 MB)
- RSS (257 KB)
- HTML (11.3 MB)
- OUXML Package (37 KB)
- OUXML File (116 KB)
- Moodle backup (11.5 MB)
*Please note you will need an ePub and Mobi reader for these formats.