Marketing in the 21st Century

This free course, Marketing in the 21st century, offers a managerial perspective on how to deliver more effective marketing in an organisation, regardless of whether it is based in the private, public or non-profit sector. This is achieved through a variety of learning techniques, including case studies, videos, activities and group discussions. Supporting this learning, students are encouraged to become critical thinkers about both how they undertake their own decisions, as well as how marketing influences our society.

• Introduction
• Learning outcomes
• 1 What is marketing?
• 1 What is marketing?
• 1.1 Added value
• 1.2 The marketing concept
• 1.3 Process and philosophy
• 1.4 Exchange
• 1.5 Marketing orientation: trains, cars and bankruptcy
• 1.6 Internal marketing
• 1.7 The Austin Seven
• 2 Marketing and ethics
• 2 Marketing and ethics
• 2.1 Ethics in practice
• 2.2 Ethical theories
• 3 Brand basics
• 3 Brand basics
• 3.1 The origin of brands
• 3.2 Defining what a brand is
• 3.3 The relevance of brands to organisations
• 3.4 Embracing brand benefits
• 3.5 The relevance of brands to consumers
• 3.6 Brand equity
• 4 International marketing in turbulent times
• 4 International marketing in turbulent times
• Conclusion
• Glossary
• References
• Acknowledgements