What is Marketing?
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitablyChartered Institute of Marketing, 2012
The key words in this definition are value and benefit.
Value because for a product or service to be successful it must in some way be of value to the customer. The creation of value requires an understanding of customer needs in the form of benefits. What will the product or service do for them and why will it be better, faster or easier to use than that which is currently available? Marketing activity needs to communicate value and benefit.
As a University we need to ensure that our core activity is underpinned by stakeholder needs and wants. This will help ensure that the services we provide offer tangible benefits - and therefore genuine value - to our target audience. To fully succeed at this, we need to differentiate our offering: focusing on offering unique benefits and value.