This unit is designed to enable students to understand how to define an organisation's stakeholders and then explore how the motivation, needs, perception, and attitudes of different stakeholders can influence the way in which businesses configure their services/ products and communicate value to their stakeholders. The issues of group influences on stakeholder behaviour and the importance of market segmentation are also examined, along with an overview of how decision making units operate in B2B and B2C environments. These core issues are consistently related back to the ways in which businesses position, price, promote and place their products/services in the marketplace. -- Course Website
Instructor: Dr Fiona Newton
Prerequisites: Students must have passed MKP1120 before undertaking this unit.
