The purpose of this reflective work is to focus on the academic knowledge accumulated throughout the strategic marketing module and the professional benefits received while critically analysing Amazon’s case towards marketing strategies. The University of South Wales’s Strategic marketing module aims to equip participants with skills and ability to evaluate the key concepts associated with strategic marketing in the overall business strategy and to critically evaluate the difference between a good practice of strategic marketing and a short professional practice.
While marketing was a new but interesting field to me, I ensured to apply a deep learning approach in order to capture the most essentials. Interestingly, my first course assignment attempts to evaluate Amazon’s digital marketing strategy, which pertains with the recent development that led to a renewed interest in digital and rendered marketing more challenging. Amazon was used in my first assignment to primarily help understand how rewarding internet marketing is, and then appreciated customer-centric marketing strategies, a reflection that is presented in this work.
Table of Contents
1. Introduction
2. Challenges faced working on my first assignment
3. Issues and reasons behind facing such problems
4. Overcoming challenges
5. Important lesson learnt as an MBA Student
6. My Next Marketing Steps
7. Conclusion
Objectives & Core Topics
This reflective work aims to document the academic and professional insights gained during the Strategic Marketing module, specifically through the critical evaluation of Amazon's digital marketing strategies and their application to real-world business scenarios.
- Strategic Marketing principles and business integration
- Customer-centric marketing strategies and retention
- Digital marketing tools and their organizational impact
- Transition from channel-centric to consumer-centric approaches
Excerpt from the Book
Important lesson learnt as an MBA Student
The first course assignment criticized Amazon's digital marketing strategies that focused on the customer, but also inside and out. Upon reflection on how I approached the course with my faulty understanding, I used to perceive marketing as a sole responsibility of the marketing department which deals with pushing customers to pay for the company’s products / services. This misconception also took marketing as a fix function which exclusively depends on the organization needs. While I couldn’t relate the marketing function with the overall business strategy, I realized that its tactics are in line with the company’s overall goals, hence a cross-function activity that needs cooperation among different departments that work to satisfy the customers’ needs and wants.
As result of the course I realized that marketing effectiveness is achieved only and only if the company’s employees are all involved in the realization of it marketing strategy. More specifically as an aspiring entrepreneur, I understood that there is a need for close working relationship among marketing, finance, production, R&D and human resources departments. Since the best marketing is customer focused, successful marketing managers should know their customers (Heidi, 2013) where the best way is to cooperate with the R&D department. A closer work with the production engineer will help determine the appropriate feature, while the finance department will be responsible for funding the production process (UK Essay, 2018). If the human resource department ensures to employ adequate labor who are committed for the marketing of customer-choice product, the marketing process becomes now successful and therefore, an activity of interdependent departments that work together to effectively meet the needs and expectations of customers.
Summary of Chapters
Introduction: Provides an overview of the module's goals and the student's motivation for evaluating Amazon's digital marketing strategy.
Challenges faced working on my first assignment: Describes the initial difficulties in navigating extensive course materials and connecting theoretical concepts to real-world applications.
Issues and reasons behind facing such problems: Analyzes the root causes of the initial challenges, rooted in previous misconceptions about the scope and function of marketing.
Overcoming challenges: Highlights the role of group collaboration, peer insights, and effective time management in resolving early academic hurdles.
Important lesson learnt as an MBA Student: Discusses the shift from viewing marketing as a siloed department to understanding it as a cross-functional, customer-centric strategic necessity.
My Next Marketing Steps: Outlines the practical application of newly acquired knowledge to the student's real estate business.
Conclusion: Summarizes the key takeaways regarding internet marketing strategies and the value of these tools for professional growth.
Keywords
Strategic Marketing, Customer Centric Strategies, Customer Acquisition, Customer Retention, Critical Reflection, Digital Marketing, Cross-functional Cooperation, Business Strategy, Marketing Effectiveness, Entrepreneurship, Amazon, Internet Marketing Tools, Brand Visibility, Consumer Behavior
Frequently Asked Questions
What is the primary focus of this reflective portfolio?
The work focuses on the academic knowledge gained from the Strategic Marketing module and the professional insights acquired by critically analyzing Amazon’s marketing strategies.
What are the central themes discussed in this work?
Central themes include the transition to customer-centric strategies, the necessity of cross-functional cooperation, and the effective utilization of digital marketing tools.
What is the main goal of the author's research?
The primary goal is to bridge the gap between theoretical marketing concepts and professional practice, culminating in a refined strategy for the author's own business.
Which scientific approach does the author use?
The author employs a critical reflection methodology, evaluating personal growth and changing perspectives through the lens of a specific case study (Amazon).
What topics are covered in the main body of the text?
The main body covers the challenges of the initial assignment, the realization of marketing as a cross-departmental function, and the strategic importance of technology in modern business.
Which keywords characterize this work?
Key terms include Strategic Marketing, Customer Centricity, Critical Reflection, and Cross-functional Cooperation.
How did the group work contribute to the author's success?
Collaborating in peer groups allowed the author to integrate diverse ideas and insights, which helped overcome individual limitations in understanding the course material.
Why is the R&D department critical to marketing, according to the author?
The author identifies that successful marketing is customer-focused; cooperating with R&D is essential to develop products with features that truly meet customer needs.
How does the author define their "Next Marketing Steps"?
The author plans to shift their real estate business from a channel-centric approach to a consumer-centric one, supported by audience research and digital networking.
- Quote paper
- Dr. Sixbert Sangwa (Author), 2017, Strategic Marketing. A Learner's Reflection Portfolio, Munich, GRIN Verlag, https://www.grin.com/document/1012593
