Stakeholder Marketing

Professional Certificate in Marketing

By the end of this module you should be able to:

• Recognise organisations as open systems and explain the importance of relationships between the organisation and its suppliers, intermediaries, customers and other key stakeholders in a changing environment.
• Recognise the importance of building relationships with relevant stakeholders.
• Develop relationships inside and outside the organisation.
• Utilise the marketing mix to support stakeholders
• Explain the elements of the promotional mix and its fit with the marketing planning process.
• Explain why it is important for marketers to understand consumer and industrial buying behaviour for marketing decisions.
• Explain the advantages and disadvantages of the range of communications tools available to an organisation.
• Develop internal and external communications using appropriate tools to suit a variety of target audiences using an understanding of customer behaviour and customer information.
• Select appropriate verbal and non-verbal communications with people inside and outside the organisation.
• Demonstrate the importance of customers and customer service and apply customer care principles to create positive relationships with customers in a variety of contexts.

Course structure

• Marketing Essentials
• Assessing the Marketing Environment
• Stakeholder Marketing
• Marketing Information and Research

Study options

This level is offered at Oxford College of Marketing via part-time evenings Brighton, Gatwick, Oxford, Reading and London via intensive weekends in Reading, Sheffield, Liverpool, London, Milton Keynes and Gatwick and via online distance learning.