Market Orientation | The starting point for smarter marketing

Module length: 1 hr 15 mins

Readings: 4

Study time: 2 hrs

Most companies track revenue back to products, campaigns and sales teams. Very few track it all the way back to where it actually starts: the customer. Market orientation is the discipline of fixing that blind spot – and it's the foundation on which everything else in the MiniMBA in Marketing is built.

In Module 1, you'll learn to stop looking at your customers and start understanding how they look at you. That shift in perspective, from inside-out to outside-in, is the single most important move a marketer can make.

It sounds straightforward, but many of the world's most recognisable companies fail at this first step. Getting market orientation right doesn't just improve your marketing – it changes how you think about the entire business.

What you’ll learn

What is market orientation – and why most marketers have never been properly taught it
The difference between a customer-centric marketing approach and a product- or sales-led one
How to apply the marketing concept inside your own organisation – not just in theory
Why market orientation is the starting point for every strategic marketing decision that follows
Real-world examples of market orientation in marketing: what it looks like when brands get it right, and what happens when they don't