Business Marketing and Operations

Key concepts of marketing for management strategy



This course explores the key concepts of marketing and how they fit into the larger context of management strategy and operational decisions. It presents both the practicals and the fundamentals of marketing activities in the light of contributions from behavioural science, economics, and statistics. The course provides managers and business leaders with the understanding needed to manage and lead those who implement the marketing activities; the course provides concepts and processes for business leaders that seek to continue developing through future experiences or coursework in marketing.



The course then focuses on managing processes. Theoretically, it models business functions as a network of actions that convert inputs into outputs. Process design is considered, including the volume and variety of system inputs and outputs - especially with respect to goods and services. Different inventory management and logistic systems are explored. Finally, forecasting and process optimisation are explored, strengthening managers ability to operate with finite resources.