Learning Objectives
By the end of this module, you will meet these learning objectives:
• Determine the value of marketing for companies
• Determine a method for continuous improvement
Module Overview
As Aaker and Moorman (2017, p. 303) state, at its best, marketing creates
value for customers and for companies. Marketing for a company, and its
brand, is critical to long-term success. It informs existing and potential
customers about its products and services and about its brand identity.
Marketing assists stakeholders in learning about the brand and what it
provides to them. It also builds upon the brand identity and equity by
engaging those stakeholders, including the most important current and
future customers. Finally, it is a key to strategically growing the business.
This module covers the concept of energizing businesses and how this
can be achieved. Furthermore, it explains the impact marketing has on
the revenue and the cash flows of a firm.
In this module, you will submit the final presentation for the CMO and
marketing directors of other parks in the course scenario specifying the
comprehensive strategic approach to marketing the reopening for the
parks in a safe and an organized manner, while enhancing the brand
equity of the company.
References
Aaker, D. A., & Moorman, C. (2017). Strategic market management (11th
ed.). Wiley.
Module at a Glance
This is the recommended plan for completing the reading assignments
and activities within the module. Additional information can be found in
the module Resources section and on the module table of contents page.
1. Review the required resources.
2. Submit your project.
