BIT2207 Marketing in IT Sector

A marketing orientation drives strategic decision-making in most companies today. The business press is constantly discussing the efforts of companies to get close to their customers or to meet their needs better than the competition. Indeed, it is impossible to understand the current and potential financial success of companies today without a thorough understanding of their target markets, customer relationships, product development skills, and competitive advantages and disadvantages. Marketing is all about creating and capturing value. By providing superior value to customers, companies enhance their own value. The marketing concept is so pervasive in companies that a marketing orientation extends well beyond the marketing department. Marketing has become everyone’s job. This course will enable students to apply marketing tools and concepts, whether you work in the marketing department or not.

Course Objectives
A student that undertakes this course should be able to:

• Understand the role of marketing in companies
• Integrate the customer into every aspect of business planning. The core competence of marketing in any organization is its understanding of the customer
• Appreciate how companies develop relationships with customers that provide lifetime value to both the company and its customers
• Apply analytical tools appropriate for marketing analysis
• Develop specific recommendations and actions plans for companies facing difficult marketing decisions

Expected Learning Outcomes
On completion of this course unit, the students will be able to have:

• Knowledge and Understanding of what a Strategy Really Is and how to identify who the customers are;
• Intellectual Skills - Demonstrate a systematic understanding of relevant marketing knowledge and how it benefits organizations, their external context and how it can be used for competitive advantage.
• Practical Skills - Apply relevant marketing knowledge to a range of complex situations taking account of its relationship and interaction with other areas of the business
• Transferable Skills- Be creative in application of marketing knowledge, demonstrating a practical understanding of how established marketing techniques like marketing research and enquiry are used to develop and interpret knowledge in business and management.