This advanced marketing diploma is delivered over a course of 17 in-depth modules, as outlined below:
Module 1 - Introduction to Marketing
The course begins with a detailed examination of the marketing landscape, along with the role marketing plays in the performance and prosperity of most organisations. Important differences between selling and marketing are also discussed, along with the benefits of effective marketing and typical roles and responsibilities in a marketing setting.
Module 2 - Marketing Environment
An overview of the major marketing environments follows in the second module, in which candidates consider the internal environment, external environment and micro environment from a marketing perspective. Several key demographic factors are also brought into discussion, along with situation analysis and more.
Module 3 - Markets and Market Segmentations
Candidates then learn how effective segmentation is an essential contributor to the success of a broader marketing strategy. Several different market types and their individual characteristics are discussed, including consumer markets and organisational markets. The potential consequences of inadequate segmentation are also examined.
Module 4 - Consumer Behaviour
The benefits of effective consumer behaviour analysis are detailed and discussed in the fourth module, in which candidates consider the meaning and importance of consumer behaviour. Some of the main factors that influence consumer behaviour are discussed, along with the different types of consumers and their defining characteristics.
Module 5 - Market Research
Tools, techniques and guidelines for performing detailed market research are provided in the fifth module, which provides a detailed breakdown of the market research process. Candidates learn how to approach respondents in an appropriate way, use professional interview techniques to obtain important information and effectively analyse the data collected.
Module 6 - Marketing Planning
Planning as a decisive factor in the success of a marketing strategy is then discussed, guiding learners through the marketing planning process step by step. The functions and objectives of the marketing audit are also discussed, along with the importance of establishing viable and measurable corporate objectives in marketing.
Module 7 - Product Development and Product Lifecycle
A detailed breakdown of the product lifecycle and its main phases follows, alongside a series of new product development concepts. The value and importance of innovation in product development is also brought into discussion, along with concept development and testing, idea vetting and assessing product performance.
Module 8 - Product Pricing Strategies
The criticality of appropriate product pricing is explored in Module Eight, in which candidates learn how to calculate and implement pricing structures in accordance with a variety of factors. The function and value of price is discussed, along with the primary objectives of pricing and the potential consequences of inappropriate pricing structures.
Module 9 - Branding and Packaging
Several major branding and packaging considerations are brought into discussion in Module Nine, which explores the limitless benefits of a high-impact branding strategy. The benefits and drawbacks of several different types of packaging are also discussed, along with cost considerations in packaging and common packaging criticisms.
Module 10 - Channels of Distribution
Candidates then learn how to assess the effectiveness, appropriateness and efficiency of various distribution channels. The primary functions of distribution channels are explored, along with factors that can affect distribution channel appropriateness and the potential benefits of combining multiple channels of distribution.
Module 11 - Promotion Mix
The meaning and importance of promotion are considered in Module 11, in which candidates learn how promotion and marketing are two different yet equally important concepts. A detailed breakdown of the promotion mix is also provided, along with each of its main components.
Module 12 - The Importance of Body Language in Sales
Non-verbal cues as a high impact selling tool are discussed in Module 12, outlining the importance of effective use of body language. The use of facial expressions and gestures as selling tools is also discussed, along with how and why relationship establishment is of such importance in marketing.
Module 13 - Techniques for Maximum Sales
Tips and guidelines for maximising the size and value of every sale are presented in Module 13, along with how to successfully close as many sales as possible. The concept of personal selling is also introduced, alongside a series of pointers for ‘smarter’ selling and productivity techniques to maximise sales.
Module 14 - Creativity and Innovation
Creativity and innovation as essential performance drivers are then brought into discussion, in which candidates consider the value of creativity and innovation in all business settings. Individual and group techniques for enhanced creativity are discussed, along with how to inspire a workforce to become more creative and innovative in general.
Module 15 - Creating a PPC Campaign
Course content then shifts to digital marketing channels, providing a detailed introduction to Pay Per Click (PPC) advertising. Candidates are guided through the process of setting up, launching and running a PPC campaign, while learning how to set an appropriate PPC budget and monitor the effectiveness of their digital strategy.
Module 16 - Building a Brand on Social Media
Social media’s unique scope as a brand development tool is then examined, in which candidates learn how to create brand-focused messages for use on a variety of social channels. Helpful tips and guidelines for gaining maximum value from an investment in social media marketing are also provided.
Module 17 - Search Engine Optimisation (SEO)
Concluding the course, Module 17 provides an essential introduction to the basics of search engine optimisation (SEO). The potential benefits of an effective search marketing campaign are discussed, along with how SEO differs from other types of digital marketing and how to drive targeted traffic with appropriate keywords.