Contents
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Rationale
Teaching and Learning Resources
Customised Programmes for Universities, Colleges, Business Schools and Organisations
Web-based, Module-specific Self-directed Study Resources for Teachers and Learners
Related Programmes and Modules
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Marketing Centre
Rationale
The American Marketing Association suggests that Marketing is "the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals." Another definition, perhaps simpler and more universal, is the process of moving people closer to making a decision to purchase, use, follow, refer, upload, download, obey, reject, conform, become complacent to another person's, society's or organization's value. Simply, if it doesn't facilitate a "sale" then it's not marketing. [1]Perhaps the simplest Western definition of all was that summarized by Philip Kotler in his earlier books as: "Marketing is human activity directed at satisfying needs and wants through exchange processes." On the other hand, Christian Grönroos, in the context of a move to relationship marketing, summarized a rather different European view in his definition: "Marketing is to establish, maintain and enhance long-term customer relationships at a profit, so that the objectives of the parties involved are met. This is done by mutual exchange and fulfillment of promises." [[2]]
However, the most widely accepted definition of marketing on a global scale comes from the Chartered Institute of Marketing (CIM) [3] in the UK, which is the largest marketing body in the world in terms of membership. The definition claims marketing to be the "management process of anticipating, identifying and satisfying customer requirements profitably". Thus, operative marketing involves the processes of market research, product development, product life cycle management, pricing, channel management as well as promotion. However, marketing is more of a process-oriented cross function, not a direct decision maker in these processes. It is one of the company's management tools to ensure that products and services are developed according to market requirements, and that they are profitable.
- Advertising
- Borderless Selling
- Cause Marketing
- Claude C. Hopkins
- Internet marketing
- Mass customization
- Master of Marketing Research
- Marketeer
- Marketing collateral
- Message culturalization
- Permission marketing
- Predictive analytics
- Sales techniques
- Search engine marketing
- Services
- Strategic E-marketing: Managing E-business
- Viral marketing
- Reality marketing
- Branded content
- Engagement marketing
- Sports marketing
- Coolhunting
Today's Videos
- Connect with us on http://www.youtube.com/finntrack
- Google's Play lists
Module Structure
Programmes, Learning Contents
The Learning Contents for customising include three courses or stages as indicated below allowing two exit points for the students who, for any reason, would prefer to have an option of taking each course at their convenience. The individual Postgraduate Certificate or Diploma in Management awards, see Programme Guides below, will not be made to those enrolling for the full programme.
You are free to rename the programmes and build your own module structures for customising from the units and options indicated below or use any of the other learning centres according to your market requirements.
Apart from the free Readings suggested in the module teaching plans and the resource pages, and all the free Learner Support, Case Study and Activity, Assignment and Assessment Units available to all students and management scholars throughout the word, the modules subscribed or selected for customisation will have a 'once only' nominal charge to cover our customising and set-up costs. There is also a small 'module per student' fee for the copyright transfer to the client institution payable at the enrolment.
The Moodle-based Online Business School services remain free for the users of the programmes and learning contents originated by us or our associates. Our OBS would be pleased to manage and deliver any of your existing programmes for distance learning.
If required, further information of a British University Accreditation are available on Cooperation with British Universities page here.
BA (Hons) Marketing & International Business (currently unavailable)
Postgraduate Certificate in Marketing Communications
- Marketing
Process
- Case Study Assignment: Specialized Bicycle Components, Inc.
- Integrated
Marketing Communications
- Case Study Assignment: Airwalk, Inc.
- Marketing
Research, Information Systems and Analysis
- Research and Analysis Assignment: Seafood Product Market Analysis
- Advertising
and Sales Promotion
- Case Study Assignment: Fallon McElligott
- Strategic
Marketing
- Case Study Assignment:Yoplait USA
- Public
Relations
- Case Study Assignment: Rollerblade, Inc.
- Research Data Collection, Literature Review
- Revision
- Seminars, Workshop Topics,
- Self-directed Study,
- Subject Guides,
- Supplementary Teaching Plans,
- Etc.
Teaching and Learning Contents
Select your Marketing Related Teaching and Learning Guides and Workshops below:
Guides for Foundation and Learner Support Modules and Courses
Select your Foundation Programmes and Teaching and Learning Guides from the Foundation Centre.
Recommended Texts
 |
Essentials
of Marketing
Check the availability and buy your books from our Bookshop. |
 |
Principles
of Marketing,
10/e Check the availability and buy your books from our Bookshop |
 |
Principles
of Marketing 9th Edition It offers important new thinking and expanded coverage on: 1. Connecting with customers: connecting more selectively, more directly, and for life. 2. Relationship marketing - finding, keeping, and growing profitable customers and capturing customer lifetime value by building value-laden customer relationships. Check the availability and buy your books from our Bookshop. |
 |
Marketing
Research, Sixth Edition
Check the availability and buy your books from our Bookshop. |
 |
The
Future of Business First Canadian Edition Norm
Althouse, University of Calgary
Check the availability and buy your books from our Bookshop. |
|
International Marketing, 12/e Phillip
Cateora, University of Colorado -- Boulder ISBN:
0072833718 Check the availability and buy your books from our Bookshop.
|
 |
Basic
Marketing : A Global Managerial Approach, 14/e William D. Perreault, E. Jerome McCarthy
Perreault Demonstration Course Check the availability and buy your books from our Bookshop. |
 |
Strategy: Analysis and Practice
Check the availability and buy your books from our Bookshop. |
Resources
The American Marketing Association is a professional association for marketers. It has approximately 38,000 members.
The AMA was formed in 1937 from the merger of two predecessor organizations, the National Association of Marketing Teachers and the American Marketing Society.
AMA is one of the largest professional associations for marketers, over six decades, the AMA has been leading source for information, knowledge sharing, and development in the marketing profession.
The Chartered Institute of Public Relations is the professional body for PR practitioners in the UK. With over 8,000 members, involved in all aspects of the public relations industry, it is the largest body of its type in Europe. The CIPR advances the PR industry in the UK by making its members accountable through a code of conduct, developing policies for the PR industry, representing its members, and raising standards through education and training. For further information, visit http://www.cipr.co.uk
The organisation operates a number of membership grades:
- Affiliate
- Global Affiliate
- Associate (ACIPR)
- Member (MCIPR)
- Student
- Fellow (FCIPR)
The Institute operates a group especially for public affairs practioners, the Government Affairs Group.
The Chartered Institute of Marketing is a world-wide membership-based organisation for professional marketers. It is headquartered in Berkshire, England, and offers well-recognised marketing qualifications, membership and training.
The concept of Putting the Customer First was originally initiated in Yorkshire and the Humber, UK in 1999 - through the Business of Competitiveness Group. The Group were driven to increase the quality of publicly funded business support - so undertook some research and development work to look at what the issues were in the county and what could be done to tackle them.
The Framework
The Putting the Customer First Framework focuses on the customer and their experience of the business support organisation and the services they deliver. To find out more about the Framework and the Assessment Process click on the following:
Advertising Age's NetMarketing
Those interested in marketing on the Internet will find a lot of good information here. Crain Communications offers current articles, useful tips, a guide to web site pricing, and a terrific dictionary of Internet terms.
Advertising and Marketing Review
This online publication offers articles regarding the Internet as well as digital technology. The authors have also compiled some useful information resources and offer downloads from the Department of Commerce.
Adweek Online
Adweek Online's goal is to "provide comprehensive information to advertising, marketing and media professionals." With a pro magazine look and lots of content online this site is worth the click. Also offered are access to other information sources and a membership option which provides additional services.
Chase Online Marketing Strategies
Larry Chase, "a veteran of the information superhighway," was formerly in print advertising and is now a web marketing consultant and self-described "web junkie." There's fascinating reading here from his articles and press quotes, and you can sign up for a free subscription to Web Digest for Marketers
Dr. Randall Hansen’s Guide to Internet Marketing
This excellent collection of "all the key resources you’ll need to develop, write, edit, publish, market, and promote your Web site" offers Web publishing, marketing, and promotion resources, a marketing information page, and an outline of a proposed Internet marketing textbook.
Fair Use and Copyright Material
Copyright is an area of law struggling to keep up with the explosion of online technology. Check out the status of various cases, opinions, and more on this valuable resource.
Forbes
The well-known business magazine online, plus past issues, additional articles, and access to Forbes ASAP and Forbes FYI (where you'll find "A Parent's Guide to Body Piercing--the hole story" and more!).
History of TV Advertising
Part of Advertising Age's web site, this is an in-depth history of TV advertising from the 40's to the 90's, with a time line.
International Marketing Review Journal
Articles from this print journal, focusing on financial services marketing issues, are available online. Access to full articles is limited to subscribers, but they do offer a free 30 day trial subscription.
The Journal of Advertising
You can find abstracts from this quarterly print journal online dating back to spring of 1996. The journal focuses on publishing information which contributes to the "development of advertising theory and its relationship to advertising practices and processes."
Journal of Consumer & Market Research
The Journal of Consumer & Market Research publishes "high quality theoretical and applied research in the areas of consumer behaviour and marketing. " Full text versions of all articles are available. If you become a subscriber you receive the value added service of electronically delivered notifications of new articles and executive summaries.
The Journal of Customer Service in Marketing and Management
The table of contents and abstracts for this quarterly print journal are here dating back to 1995, complete with a search feature and subscription information.
Journal of Empirical Generalisations in Marketing Science
This journal proclaims itself the first online journal for marketing, consumer behaviour, and strategy research. Articles are produced to be read in Adobe Acrobat.
Journal of Global Marketing
The Journal of Global Marketing offers a table of contents and abstracts from the print Journal. Interesting articles on worldwide marketing are offered from issues dating back to 1994, with a search tool.
The Market Research Center
If you're interested in market research, this is the place to be. This site includes a huge variety of information on many market research topics. A great source for business professionals and marketing students alike.
MediaCentral
Direct marketers and advertisers in all types of media, take note. This site has done a great job of cataloguing the resources that might be of use to you. You'll find everything from links to commentary to approaches and discussion lists...not to mention links to the top Web sites in these categories.
Media Logic: The Economics/Markets/Investments Index
This site includes Media Logic's Business Cycle Indicators (access to 16 categories of 256 data series that make up the Business Cycle Indicators published by the US Bureau of Economic Analysis).
National Mail Order Association
Before you start laughing at the irony of this concept, take a look. While e-mail is a valuable marketing tool of the future, snail mail isn't going away. It remains a valuable part of the marketing tool portfolio, and this site offers a lot of great information. Don't miss it!
Planetary News
An online consultant uses this site as his home base, and he offers his regular columns on a number of issues relating to publishing and news services, and how the Internet impacts them and provides them with new opportunities...and challenges. There are a lot of links to examples of online newspapers and magazines as well as some discussion lists. Very informative site for those in the news and publishing businesses.
Publicity.com
Great information on how to get publicity, along with case studies/success stories, and tips, news, and more. Also a good section on how to handle public relations nightmares. Great service, and very useful.
Reveries.com
A detailed look at the genesis and development of some great marketing ideas, covered in enough detail to get your brain going as well. Very cool, and a very useful tool for marketing students and professional marketers. Don't miss it!!!
School of Marketing
Several Griffith University school of marketing publications online make this a great resource: The Cyber-Journal of Sport Marketing, The Cyber-Journal of Interactive Marketing, and The Marketing Cyber-Bulletin.
Trade Easy
Encouraging companies to use the Internet as "a powerful tool for delivering their product information to buyers," Trade Easy is an international effort to match buyers and sellers, currently offering 30,000 companies in 40 countries, free.
The Web 100
The largest U.S. and international corporations on the Web are indexed here. Articles about online marketing and advertising make this a great resource for entrepreneurs.
Who's Marketing Online
This weekly online magazine focuses on business on the Web: who's making money, or trying to, and how. You'll also find articles on advertising, the effectiveness of ad banners, and more. The section that critiques sites from four different user standpoints is also very helpful in designing and laying out a Web site.
- Contact Details
- Biography
- Why Use the Web to Study Marketing?
- A Marketing Text
- Marketing Learning Centre, University of Ulster
- Further References
- Marketing Journals
- Tilburg University, Marketing and Marketing Research
- Further References
- Consumer Buying Behaviour
- The Internet Food Channel
- Further References
- Marketing Research
- European Society for Opinion and Marketing Research
- Further References
- Product Development and Innovation
- Product Development and Management Association
- Further References
- Marketing Communications (Part One)
- Institute of Practitioners in Advertising (IPA)
- Further References
- Marketing Communications (Part Two)
- Advertising Standards Authority
- Further Reference
- Electronic Marketing
- Project 2000
- Further References
- Case Studies