Whilst setting up to start studying Hootsuite academy, I found in my notebook some further comments that I’d written on Marketing Essentials (my first set of notes are written up here.) Recently I’ve been trying to go back over old blog posts and refresh what I’ve learned, so I thought I’d better get these notes down before I forget about them!
Few organisations can take advantage of and address every marketing opportunity that comes along and they simply won’t have the time, staff and resources to do so. Therefore organisations have to use market research to know how to focus their marketing programme, and the specialist skills that they will need their staff to have. Staff and their skill sets are particularly important in this area.
The marketing strategy is different to the corporate strategy – this defines the overarching agenda for the whole organisation, whereas the marketing strategy lays out the best way for an organisation to use it’s resources to achieve it’s goals.
This is broken down into specific areas which Marketing Strategies refers to as Strategic Business Units or SBUs. The exact definition of an SBU is according to this book is:
A division, product line or other profit centre within a parent company
So, having gone over that I’ll need to jump back into the rest of that book chapter and make enough notes for a part three post, but firstly it’s back to the Hootsuite course. Much of the course seems to be videos-based, which much like my Google for Business posts during last year’s Blaugust should mean that I’ll also be able to do a few reflective blogposts soon enough.