This intensive Level 7 Marketing Diploma takes place over a series of 22 detailed modules, as outlined below:
Module 1 - Introduction to Marketing
The course begins by presenting candidates with a broad overview of the concept of marketing, along with a detailed breakdown of the marketing mix and its components. Important differences between selling and marketing are also discussed, along with the functions, objectives and benefits of effective marketing from a business perspective.
Module 2 - Marketing Environment
Candidates are then introduced to the concept of the marketing environment, in which the characteristics of several different types of environments are discussed. Along with the internal environment, external environment and micro environment, learners consider a variety of economic, demographic and sociocultural factors in marketing.
Module 3 - Markets and Market Segmentations
Segmentation and its role in the development of a marketing strategy is discussed in the third module, in which learners are familiarised with several market types and their characteristics. Course content covers consumer markets, organisational markets and other markets, alongside requirements for segmenting a market and types of buying situations.
Module 4 - Consumer Behaviour
The importance of carefully monitoring and analysing consumer behaviour is discussed in Module Four, which provides an overview of the main customer personas. Several factors that can influence consumer behaviour are also discussed, along with a breakdown of the consumer buying process, cultural factors that affect buying decisions and more.
Module 5 - Market Research
Candidates are then provided with a crash-course introduction to market research activities, incorporating various different approaches to the market research. A breakdown of the research process is provided, along with how to approach respondents in the right way, an introduction to quantitative data analysis and tips for improved interview etiquette.
Module 6 - Marketing Planning
A detailed examination of the marketing planning process follows in the sixth module, in which candidates learn how to perform a marketing audit. Corporate marketing objectives are also discussed, along with promotional strategies, feedback systems and how to effectively monitor and evaluate marketing performance.
Module 7 - Product Development and Product Lifecycle
The various stages of the product lifecycle are presented and discussed in Module Seven, along with appropriate marketing strategies and techniques at different stages of the PLC. Additional topics covered include new product development, the value of product innovation, concept development and testing, market testing and more.
Module 8 - Product Pricing Strategies
Course content then turns to the importance of appropriate product pricing strategies as a core component of a marketing plan. The function and value of price is discussed in-depth, along with various strategies for establishing viable pricing structures and the different types of costs that must be considered when pricing products.
Module 9 - Branding and Packaging
The meaning and importance of branding are examined in Module Nine, which presents candidates with tips and guidelines for selecting a good brand name. The functions and objectives of packaging are also discussed, along with the influence packaging has on consumer purchase decisions, packaging cost-effectiveness considerations and common criticisms of packaging.
Module 10 - Channels of Distribution
Distribution channels are discussed in the tenth module, which guides learners through the process of determining which channels of distribution are appropriate for which products. Various factors influencing the appropriate choice of channel are discussed, along with the main functions and objectives of distribution channels in general.
Module 11 - Promotion Mix
Promotion as a key component in an effective marketing strategy is explored in Module 11, in which candidates consider the meaning and importance of promotion. The differences between marketing and promotion are also discussed, alongside a breakdown of the promotion mix and analysis of its components.
Module 12 - Personal Selling and Sales Promotion
The art of effective personal selling is dissected and discussed in Module 12, in which candidates learn how personal selling and sales promotion are two entirely different concepts. The importance of effective personal selling is also discussed, along with a breakdown of the personal selling process, the different types of personal selling and more.
Module 13 - Advertising and Publicity
The functions and objectives of advertising are then analysed, along with how advertising and publicity are two different yet closely connected concepts. The communication objectives of advertising are examined, alongside the objectives of publicity, the potential benefits of positive publicity and guidelines for effective advertising.
Module 14 - The Importance of Body Language in Sales
Non-verbal communication as a major selling tool follows in Module 14, in which candidates learn how to both interpret and use body language to their own advantage. Other non-verbal cues such as facial expressions and gestures are also discussed, along with how voice characteristics can also play a key role in the selling process.
Module 15 - Building Relationships for Success in Sales
The potential benefits of a customer-focused approach to selling are then brought into discussion, in which candidates consider the value of viewing every exchange from the customer’s perspective. The role communication plays in customer relationship development and customer-focused selling in general is also discussed.
Module 16 - Telemarketing
Telephone sales and the art of effective telephone marketing are explored in Module 16, which discusses how telephone sales can be challenging and advantageous in equal measures. The importance of active listening skills in telemarketing are also discussed, along with tips for effective pre-call planning and how to develop a high impact script.
Module 17 - Preparing for Sales Presentations
Helpful guidelines for maximising the impact and appeal of sales presentations are provided in Module 17, which also familiarises learners with the key elements of effective business proposals. The potential for preparation (or lack thereof) to make or break any important presentation is also discussed.
Module 18 - Techniques for Maximum Sales
Essential skills for smarter selling are analysed and discussed in Module 18, in which candidates learn how to leverage every possible sales opportunity. Productivity techniques for maximum selling are also discussed, along with the importance of maximising the value of every sale where possible.
Module 19 - Creativity and Innovation
Innovation and creativity as key performance drivers are examined in Module 19, in which learners consider the value of creativity and innovation from a marketing perspective. Individual and group techniques for creativity are also discussed, along with tips and guidelines for encouraging and nurturing creativity in a team.
Module 20 - Creating a PPC Campaign
Candidates then study the basics of Pay Per Click (PPC) marketing, learning how to create and launch a basic PPC campaign for their business. Tips for maximising the ROI of a PPC campaign are also provided, along with guidelines for setting an appropriate PPC budget and the importance of continuous monitoring with PPC advertising.
Module 21 - Building a Brand on Social Media
Social media’s unique power, reach and influence as a marketing platform is then discussed, guiding candidates through process of building a brand on social media. The concept of the ‘brand-focused message’ and how to create them is also discussed, along with the advantages of an investment in social media marketing.
Module 22 - Search Engine Optimisation (SEO)
Concluding the course, Module 22 provides an essential overview of Search Engine Optimisation (SEO) and its main functions. Key topics covered include the purpose and benefits of SEO, how search engine marketing works, the importance of effective keyword analysis and how to use keywords effectively to drive targeted web traffic.