Business Management: Marketing Principles and Practice

From understanding customer behaviour to designing products and services that meet customer needs – marketing techniques and tools are used to solve management problems in a diverse range of professional contexts. Whether you work in a commercial or non-commercial industry, as a management professional it’s crucial to understand the value of marketing and its impact on various business functions. This microcredential will introduce you to the core principles of marketing – covering offline and digital perspectives. Through an exploration of best-practice marketing approaches, you’ll enhance your marketing knowledge, improve your professional decision-making, and adapt your approach to solving business challenges, whatever your role or sector. Underpinned by the latest academic thinking, this microcredential covers practical marketing examples and learning accounts from diverse international brands, as well as local charities and social enterprises in industries from manufacturing and retail to professional services and healthcare. You’ll develop your understanding of key marketing topics like trends, customer motivation, and delivering customer value, and learn how to gather and use data to make effective management decisions. You’ll also build a toolkit for creating products and services that meet your customer’s needs and that differentiate your product from your competitors’ offerings.