Innovation and Customer Focus Innovation and Customer Focus

Module organiser: Dr Alfonso Avila-Merino 


The key purpose of marketing is to ‘advance the aims of organisations, whether private, public or voluntary, by providing direction, gaining commitment and achieving sustainable results and value through identifying, anticipating and satisfying stakeholder requirements’.

This module will teach you how to realise this purpose, along with your own potential.

Aims and Objectives

On completion of this module, you will be able to:

  • Appreciate marketing as both a functional area of management and an overall business philosophy integral to business strategy

  • Understand the international marketing environment, both internal and external to the company

  • Recognise the importance of long and medium term planning to the success of particular products and services

  • Identify opportunities for new products/services based upon customer insights, and the development of new product strategies

  • Develop marketing strategies and an integrated plan for targeting individuals, segments and international markets

  • Create a strategy for existing and potential customers to enhance customer satisfaction and perceived value of your product or service.

Learning outcomes

You will leave this course a highly motivated self-starter capable of displaying initiative and enterprise.  Having acquired new, relevant and integrated knowledge on marketing, you will display critical thinking, analysis and synthesis, including the ability to identify assumptions, evaluate statements, and detect false logic or reasoning.  Equally important as your individual skills, you will also have learned how to work effectively in teams to accomplish your goals. 


Please note: This information is subject to review and change without notice.