COURSE OVERVIEW:

Welcome to the Advanced Market Orientation Strategies course. This program will equip you with the skills and knowledge to build a deeply customer-focused organisation, design market-driven strategies, and translate insight into positioning, pricing, product, and relationship decisions that drive sustainable growth. Throughout this course, you will examine how market orientation shapes the way you understand customers, structure your offer, manage key accounts, and align internal resources to deliver distinctive value in competitive markets.

This course begins by clarifying what market orientation means in practice and how it links to the broader marketing concept. This section introduces the framework for market orientation and the main types of orientation, explains the role of the marketing mix in supporting growth and development, and explores why goal-directed, customer-led thinking is central to modern management. This section also examines why some organisations struggle to become genuinely market-oriented, and how managers can identify and overcome barriers that prevent customer insight from being turned into effective strategy and execution.

The organisational and internal foundations for effective market orientation are then explored so you can see how culture and resources shape performance. This section explains how to understand the internal environment for customer focus, what resources are required for effective market orientation, and how your own values interact with those of your customers. This section also guides you to evaluate your understanding of both internal and customer value systems, and shows how these insights influence priorities, trade-offs, and the way market orientation is implemented day to day.

Customer groups, key accounts, and relationship management are then examined to connect strategy with real customers and decision-makers. This section explains how to recognise and develop customer groups, set aims, targets, and conditions for success, and identify basic buying behaviours and the key decision-makers in different segments. This section also highlights the importance of key account and customer relationship management, outlines the elements of key account management, and explores how relationships between customers and suppliers within partnerships can be assessed and strengthened over time.

Positioning, branding, and pricing are then analysed as central tools for capturing and defending a place in the market. This section explains how to evaluate the need for positioning and branding or special identity to secure a distinct market position, and how to develop positioning strategies that align with chosen customer groups. This section also identifies common positioning errors, reviews the advantages and disadvantages of different branding strategies, examines pricing policies and pricing objectives, and explores the factors that affect pricing and positioning in the market so that offers remain competitive and profitable.

Product and service strategy across the full offering is then explored to ensure that your value proposition remains relevant over time. This section explains the concept of the total product and how tangible and intangible elements combine to create perceived value. This section also examines the product life cycle and how products can be improved at different stages, explores the product–service continuum and ways services can be enhanced, and considers how the overall marketing offer can be improved through product and service innovation.

Customer satisfaction, value communication, and service quality measurement are then examined to connect strategy with customer experience. This section explains how to communicate a clear value proposition and link it to actions that improve customer satisfaction, and how to measure satisfaction using tools such as the SERVQUAL model. This section also explores what happens when customer satisfaction breaks down, how to monitor customer value over time, and how after-sales service and ongoing support can be used to reinforce relationships and strengthen loyalty.

By the end of this course, you will be able to define and apply market orientation principles, segment and prioritise customer groups, align positioning, branding, pricing, products, and services with clearly articulated value propositions, and use structured feedback and satisfaction measures to refine your strategies. You will understand how to remove internal barriers to customer focus, manage key customer relationships more systematically, and design integrated market-oriented strategies that improve both customer outcomes and organisational performance.

LEARNING OUTCOMES:

By the end of this course, you will be able to:

• Learn about market orientation and what it means for you as a manager
• Understand the marketing concept
• Understand the framework for market orientation and types of orientation
• Understand the marketing mix and its contribution to growth and development
• Identify and overcome barriers to successful market orientation
• Recognise and develop customer groups and set aims, targets and conditions for success
• Understand what resources are required for effective market orientation.
• Learn about the factors you can influence that make customers satisfied
• Understand the internal environment for customer focus
• Evaluate your understanding of your own and your customers’ values
• Understand the importance of key account and customer relationship management
• Understand the elements of key account management
• Assess relationships between customers and suppliers within partnerships
• Evaluate the need for positioning and branding or special identity to capture a position in the market
• Understand and develop positioning strategies
• Identify the common positioning errors
• Identify the advantages and disadvantages of branding strategies
• Review pricing policies and pricing objectives
• Understand what factors affect pricing and positioning in the market
• Identify basic buying behaviours and the key decision-makers
• Understand the concept of the total product
• Understand the product life cycle and how products can be improved
• Understand the product-service continuum and how services can be improved
• Communicate the value proposition and improve customer satisfaction
• Measure customer satisfaction through the SERVQUAL model
• Learn about customer satisfaction and what happens when it goes wrong
• Examine how the marketing offer can be improved through products and services
• Monitor customer value and examine after sales service

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.