We use cookies to ensure that we give you the best experience on our website. You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Durham University

Marketing and Communications

What is Marketing?

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. 

Popular topics...

Contact us

You can get in touch with the team via email. Please send your messages to and a member of the team will be more than happy to help.

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. ”

Chartered Institute of Marketing, 2012