● Outline:
o The evolving landscape of modern markets: globalization, digitalization, increasing customer power, the experience economy, the rise of social and mobile marketing.
o The changing role and skills required of modern marketers: data analytics, digital fluency, customer-centricity, adaptability, ethical awareness.
o Strategic implications of these changes for marketing strategy and competitive positioning.
o Leveraging technology and data to gain deeper customer insights and personalize marketing efforts.
o Building and managing brands in the digital and social media age.
o The importance of agility and continuous learning for modern marketers.
o Future trends in marketing and their strategic impact, as discussed by Hooley et al.
● Learning Outcomes:
o Knowledge: Understand the key characteristics of modern markets and the evolving role and required skills of contemporary marketers (IFATE: K1, K2).
o Skills: Be able to analyze the strategic implications of modern market trends and identify how marketers can leverage technology and data effectively (IFATE: S1, S2).
o Behaviours: Demonstrate adaptability, a customer-centric mindset, digital fluency, and a commitment to continuous learning in response to the changing marketing landscape (IFATE: B1, B3).
● Outline:
o The evolving landscape of modern markets: globalization, digitalization, increasing customer power, the experience economy, the rise of social and mobile marketing.
o The changing role and skills required of modern marketers: data analytics, digital fluency, customer-centricity, adaptability, ethical awareness.
o Strategic implications of these changes for marketing strategy and competitive positioning.
o Leveraging technology and data to gain deeper customer insights and personalize marketing efforts.
o Building and managing brands in the digital and social media age.
o The importance of agility and continuous learning for modern marketers.
o Future trends in marketing and their strategic impact, as discussed by Hooley et al.
● Learning Outcomes:
o Knowledge: Understand the key characteristics of modern markets and the evolving role and required skills of contemporary marketers (IFATE: K1, K2).
o Skills: Be able to analyze the strategic implications of modern market trends and identify how marketers can leverage technology and data effectively (IFATE: S1, S2).
o Behaviours: Demonstrate adaptability, a customer-centric mindset, digital fluency, and a commitment to continuous learning in response to the changing marketing landscape (IFATE: B1, B3).
