How to market effectively

Successful Marketing needs to be:

Profitable
Offensive (rather than defensive)
Integrated
Strategic (i.e. future-oriented)
Effective (gets results) 

Davidson, 1972

Communicating effectively with a target audience requires detailed understanding of both internal and external environments.

Internal environment 

The internal environment is concerned with organisational history and culture (what makes the organisation or department what it is), areas of expertise and opportunities for improvement.

External environment 

The external environment, meanwhile, consists of forces from outside an organisation which might affect it now and in the future (these might be government policies, or environmental or demographic factors).

Decision-making Model 

To help us understand these aspects we have developed a Decision-making Model that divides these factors into manageable chunks, helps to formalise thinking and aid strategic planning. If you require any assistance or explanation of how this works please contact marketing.team@durham.ac.uk.