Marketing and the Firm (A_S3M1)

This module develops the marketing concepts and principles of marketing needed to critically analyse: Marketing Orientation and Context; Creating Value and Competitive Advantage; Brand Marketing and competitive Advantage; Market Research and Analysis.

Marketing is everywhere. Theodore Levitt once stated, the purpose of all firms is to "find and retain customers.". The firm does this by creating value for the customer through a market offering that is focused on solving consumer problems and doing this better than the competitors and their competitive offering. This is known as value co-creation and the creation of competitive advantage. Considering the millions of products and services offered globally, marketing is everywhere and everything and firms are continually competing to achieve their competitive advantage.

Upon the completion of this module, users will be able to:
• Research, understand and analyse marketing concepts and principles to determine marketing environments and stakeholder and customer relationships in diverse marketing scenarios.

TIME: Up to 2 Hours

• No prerequisites.
• No materials distributed.
• No formal assessments required.
  • S3. Marketing - Lecture 1 - Marketing and the Firm
  • S3. Marketing - Course Linkage Map
  • S3. Marketing - Course Linkage Table
Completion rules
  • All units must be completed
  • Leads to a certification with a duration: Forever