Overview

Class Central Tips

Develop a broad understanding of how winning companies operate externally to create successful businesses, build strong market positions and grow profitably over the long term. This comprehensive course provides the knowledge to make informed career choices for students deciding on the next degree, emerging leaders exploring cross-functional opportunities, or entrepreneurs starting a new business. In the first module, 'Market Research, Customers & Segments', you will understand the basics of market research, customer problem identification and developing compelling value propositions. You will learn the skills necessary to study markets, customers and competitors to make sound business decisions. In the second module, 'Value-Based Marketing & Marketing Communication', you will understand how to create and communicate strong customer value. You will learn the principles of branding, advertising, pricing, and communication essential for a strong brand presence. In the third module, 'Sales Channels & Distribution, B2B & B2C Selling', you will explore the critical aspects of sales channels and distribution strategies. You will gain insights into and understand the skills to sell to consumers (B2C) or other businesses (B2B). Finally, in the fourth module, 'Customer Service Management, Supply Chain & Logistics', you will understand how companies optimise their supply chains to deliver products on time and maintain high customer satisfaction. You will learn the processes and skills to manage customer relationships, foster loyalty, and ensure great customer experiences. This course complements 'BUS101 Introduction to Business Management—Winning Internally', which provides the knowledge and skills for superior performance in internal business operations and organisational management.

Syllabus

Market Research, Customers & Segments

Begin your journey by understanding the foundational elements of market research and customer segmentation. Learn how to identify and analyze customer needs, market trends, and the competitive landscape. This module will equip you with the skills necessary to conduct effective research and develop targeted customer segments that align with your business goals.

Value Based Marketing & Marketing Communication

Dive into the world of value-based marketing, where you'll discover how to create compelling value propositions that resonate with your target audience. Learn the principles of branding, advertising, and marketing communication that are essential for building a strong brand presence. This module emphasizes the importance of delivering value to customers through effective communication strategies.

Sales Channels & Distribution, B2B & B2C Selling

Explore the critical aspects of sales channels and distribution strategies in this module. You'll gain insights into managing various sales channels, optimizing distribution networks, and understanding the differences between B2B and B2C sales processes. This module will also cover essential selling techniques that can enhance your ability to close deals and drive revenue.

Customer Service Management, Supply Chain & Logistics

Conclude your learning experience by mastering the key elements of customer service management and supply chain logistics. This module covers the processes and skills required to manage customer relationships, foster loyalty, and ensure efficient logistics operations. Learn how to optimize your supply chain to deliver products on time and maintain high levels of customer satisfaction.