Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Workshop
Module Offerings
7454BUSME-JAN-MTP
7454BUSME-SEP-MTP
7454BUSME-SEP_NS-MTP
Aims
This module aims to enable students to understand the nature of marketing orientation its antecedents, and subsequent uses both externally and internally. This enables the student to appreciate the nature of organisational relationships and the importance of managing these effectively.
Learning Outcomes
1.
Critically evaluate the impact marketing orientation has on an organisation
2.
Evaluate and critique the internal and external relationships organisations hold
3.
Propose and implement a strategic relationship management programme.
Module Content
Outline Syllabus:Marketing and Marketing Orientation
External and Internal Marketing
Marketing planning
Segmentation, Targeting and Positioning
Brand reputation management
Relationship Marketing
Consumers, markets and trends
Understanding the external political environment and use of diplomacy
Understanding diverse groups of internal and external stakeholders
Understanding broad company structures
Building trust and rapport for positive change
Stakeholder Management
Influence, negotiation and advocacy skills for building reputation and effective collaborations
Module Overview:
This module aims to provide an understanding of marketing context and the importance of relationship management by:
This module aims to provide an understanding of marketing context and the importance of relationship management by:
- providing you with an understanding of marketing orientation, its antecedents, and subsequent uses both externally and internally
- developing your appreciation of the nature of organisational relationships and the importance of managing these effectively
Additional Information:This module is part of the MBA programme.