Browse Hierarchy MARK7013: Understanding Consumers and Markets

The purpose of this module is to explore the understanding of markets necessary for developing a meaningful marketing strategy and for operationalising effective marketing programmes, along with the necessary core marketing analyses. The essential building blocks for understanding markets include financial performance analysis, external market trends and the forces of the marketing environment, the competitive arena, business capabilities, consumers' or business customers' behaviours, the nature of market segments, channels and supply chains, the standing of brands and target market perceptions of their positionings, amongst many other dynamics of the marketplace addressed in this module. The implications for addressing markets which are global and cross-cultural are also explored.