Webinar - Marketing in the 21st Century - The Open University

Marketing in the 21st century. This course briefly introduces you to the concept of marketing, how to assess if your organisation is marketing orientated and the role of ethics in marketing

You will then be introduced to the principles of branding before considering internal marketing in turbulent times. First let’s start by considering a quote from British entrepreneur Emma Harrison published in the British newspaper the Daily Mail (2004):

There are three things that you should spend your time doing: marketing, marketing, marketing. If you are not prepared to do that, then everything else is irrelevant.

As we shall see throughout this course, marketing encompasses a wide range of interrelated activities and at its heart, drives the organisation forward.

As a manager you will have had, to varying extents, some experience of marketing. This could be an involvement in making strategic decisions which have marketing implications. On the other hand, as a consumer you will have been exposed to marketing from an early age, possibly making you sceptical about what it can offer.

Marketing is concerned with satisfying customer needs but is it a positive activity for our societies?

Marketing encompasses a number of activities that are partially created by the organisation but also largely influenced by factors in the external environment such as competitors’ activities and legislation. As a management activity, marketing is constantly changing and evolving to meet the needs of the market. For many this constant change makes it an exciting profession, as summarised here by Ian Hunter, Head of Marketing at Fujitsu Services.