Marketing / Branding

Marketing oriented firms are the most successful.  Sometimes defined as the marketing concept or consumer focused, what this concept projects is a very simple axiomatic truth: the wants and needs of customers and potential customers drive all the company’s strategic decisions.  This means that the organisation’s intrinsic culture is systematically and consciously committed to creating customer value.

In order to determine customer wants, the company usually needs to conduct market research. The marketer expects, if the process is conducted correctly and scientifically, that information will be gained from which important decisions can be made which in turn converts to competitive advantage.

Marketing and branding gives a company ‘a face’ as well as a platform from which to speak to various audiences. Within this module, we will be exploring the various dimensions of marketing and branding.  It will help the student to gain insight into the important contributions marketing and branding as subjects contribute to the greater corporate structure. 

Marketing / Branding