Executive Bachelor in Sales & Marketing

Exploring and using the marketing mix as part of the business planning process.

Learners will analyse how markets, customers, competitors and products can come together in a cohesive plan.

There is clear evidence that Information Technology provides competitive advantage, whatever the business sphere an organisation operates it. To gain advantage, managers must know how IT can be used in internal and external processes to deliver better value to the end customer.

The success of the World Wide Web and the proliferation of the Internet and associated technologies have revolutionised the way organisations conduct their business. The most apparent change has been the support provided through technology to a number of traditional operations,such as sales, communications, customer services and marketing.

An organisation’s success depends on a number of factors including its operations, its marketing strategy, its human resource management and its sales. One of the most common criteria used for assessing the organisation’s success is sales growth. This is an indication that the organisation manages to maintain its existing customers but also attract interest followed by sales from new markets.

How then do organizations develop strategies in a complex marketing environment? How do they assess opportunities and threats? Which markets and segments do they target and why? Which market positions play to an organization’s strengths? What product portfolio should be maintained for long-term value? These are some of the questions we shall address.

In a world of change, uncertainty and complexity, high performance in an organisation requires a blend of diverse skills and experiences. Organisations recognise that this blend is best achieved through team working.

Good leadership is essential for success in any organisation, whether private or public sector. Today, rapid change, in the form of a constantly changing competitive environment, innovations in technology and changing economic conditions, have led to the realisation that leadership is a skill to be developed.

Information is the most valuable asset in the contemporary organisation, and communication is the method by which information is shared. It is on the basis of information that business decisions are made. So without effective communications, an organisation simply cannot perform optimally.

There are literally thousands of management tools and models which can be used for analysis, problem solving and strategy development. The trick for the practising manager is to master a few which are versatile and which can be used in most of the situations you are likely to encounter.

This module covers key areas of accounting, as seen from a business perspective. It explains how accountancy can inform and guide management decisions.

The focus of marketing is on the customer and customer satisfaction ? meeting the needs of customers through the products/services we sell and offering the customer what they perceive as value. Today customers have higher and higher expectations for quality, service and value.

There is a great deal of focus on creating the right type of organisation today because it is recognised that the structure, culture and management of the organisation has a huge influence on organisational performance.

So what is personal effectiveness? Personal effectiveness covers those skills and abilities that we need to have, regardless of our job, status or professional background. Personal effectiveness is about using the key skills we have identified to achieve greater productivity and successful results ? whether that be on a business or personal basis.

The words quality and excellence are used in a wide variety of contexts in organisations. We refer to a quality product, a quality company, excellent business procedures or an excellent service. So what exactly do we mean by these terms? Does quality mean conformance to specifications? Does it mean a product or service without flaws? Does it mean excellence?