Discussion Post

Ass 8 (300 words)

Apart from new opportunities opened in the digital era, what are the challenges of digital marketing. Please provide an example.

Ass 9 (300 words)

Considering the varying perspectives on marketing, how do you think the evolution of technology will further shape the definition and practices of marketing in the future?

Ass 10 

What are some strategies that companies can adopt to ensure that their marketing practices are ethical and beneficial for both the business and its consumers?

Ass 11 

How can businesses differentiate their offerings without falling into the trap of misleading marketing?

Journal Entry 

Write a short Journal Entry to explain:

The key things you learned      during the last two weeks.

How can they relate to the      workplace?

How they can aid your      personal and professional development?

Remember to be specific and      give examples.

Main Topics in Unit 1

In this unit we shall:

Look at and compare      different definitions of marketing.

Consider key concepts      including ‘value’, ‘satisfaction’, ‘the marketing concept’ and ‘market      orientation’.

Introduce the ‘marketing      mix’.

Contextualise marketing      activities within the wider business environment.

On completion of this unit you will be able to:

Evaluate different      perspectives on the meaning of the word ‘marketing’.

Describe different types of      business orientation.

Use the terms ‘marketing      concept’ and ‘market orientation’ appropriately.

Give a number of ways in      which having a ‘market orientation’ will affect what an organisation does.

Give an overview of the key      activities that marketers undertake.

• Describe the different      ‘environments’ that affect marketing decision-making.

Main Topics in Unit 2 

• In this unit we shall:

Consider the STP process as      a whole.

• Look at how both      business-to-consumer and business-to-business markets can be segmented.

Discuss the factors that      influence targeting, and the different possible targeting approaches.

• Consider what positioning is      and how it can be undertaken.

Discuss the associated      concept of repositioning.

On completion of this unit you will be able to:

Suggest an STP process      appropriate to a market of your choice.

Propose appropriate      segmentation criteria for a variety of B2B and B2C markets.

Put forward a variety of      ways in which a product could be positioned or repositioned.

Create a simple perceptual      map.