Practical Marketing Strategies

From my personal experiences as a marketing student and later as a lecturer in Marketing with the Chartered Institute of Marketing, Ghana, I have realized that most text books are awash with foreign examples that are sometimes difficult for students to grasp. Marketing as a course is clearly related to our ‘day-to-day’ activities and it should be as practical as possible and full of fun.

The essence of marketing is the delivery of customer-centric solutions to maximize the achievement of organisational goals. Every organisation exists to offer some form of solution to its target market and those solutions can be in the form of products or services. 

Marketers should therefore devise strategies to help the organisation to improve its internal weakness and use its identified strengths to exploit the opportunities in the external environment and minimize external threats.