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In today’s fast-changing world, the stability of past markets has disappeared. Modern markets are shaped by quickly shifting customer preferences, rapid technological advances, and increasing competition, making it challenging for both established companies and startups to stay ahead. In this environment, marketing is crucial to a business's success.

This course is designed to help you understand the vital role of marketing and how it is managed within modern organisations. You’ll explore how marketing impacts overall business performance, especially in today’s dynamic and competitive global markets. We’ll also take a deep dive into what it really means for businesses to be market-oriented—whether they’re in manufacturing, services, or even the non-profit sector.

Throughout the module, you’ll be introduced to essential marketing theories, models, and strategies, as well as current best practices. You’ll learn how to make informed marketing decisions by understanding the market environment, including the roles of customers, competitors, and collaborators.

We’ll also cover how marketing plans are put into action and monitored, focusing on the integrated marketing mix—this includes everything from product and service offerings to customer service, communication strategies, pricing, and distribution channels.