The advanced diploma in marketing contains thirteen units:
Unit 1: Marketing-An Introdction
Marketing is a product/service promotion process that positively influences the sales of a business or company. Being the first unit, it introduces marketing to candidates taking this course. It defines marketing and describes the process of advertising and selling products.
Unit 2: What is Marketing Environment?
Marketing environment indicates the internal and external factors surrounding a firm. This unit defines marketing environment, its factors, types and the link between marketing environment and building profitable relationships with customers.
Unit 3: Markets and Markets Divisions
Market involves the exchange of products and services which takes place between buyers and sellers. The third unit talks about markets in detail, defining it and stating its characteristics, types and examples. It also explains the meaning of market division and when it is applied.
Unit 4: What is Consumer Behaviour in Marketing?
With proper knowledge of consumer behavior, a company will experience a notable rise in sales. This unit defines consumer behaviour, states the types of consumer behaviour, the factors that affect it and explains its importance in marketing. It also ensures that candidates are properly trained in the process of understanding targeted consumers.
Unit 5: What is Market Research?
This unit is a guide to understanding consumer needs and preferences. This unit defines market research, its types, methods, examples and importance. It trains candidates on noticing and following trends to boost sales.
Unit 6: Marketing Strategy and Planning
This unit is a definitive guide to strategic market planning. It helps candidates in identifying business and marketing goals and understanding how to develop marketing strategies to suit those goals. It also explains the importance or marketing plan and strategy.
Unit 7: Product Development Cycle
This unit introduces product life cycle, talking about its first stage-product development cycle. The product development process includes the various steps to take when producing a new product. The significance of this process is also discussed in this unit.
Unit 8: Marketing: Pricing Strategies
The price of a product or service plays a vital role in the sale of that product. This unit talks about the various types of pricing strategies and how to pick the strategies that perfectly suits your business goals.
Unit 9: Business Branding and Packaging
Business branding and packaging helps a company to control its image to the public and it also plays a part in determining their longevity. This unit defines business branding and packaging which helps candidates in understanding the differences between them and the role they play in the success of a company.
Unit 10: Basics of Distribution Management
Distribution management is the process of monitoring the transfer of a product from the manufacturer to the point of sale. This unit discusses the basics of this practice and explains the objectives, functions and importance of distribution management in marketing.
Unit 11: The Promotional Mix
In marketing, the promotional mix is the approach used to communicate the benefits and features of a product to consumers. This unit gives a detailed explanation of the promotional mix, its types and importance and its relevance in the marketing process.
Unit 12: Personal Selling and Sales Management
Personal selling and sales management are part of the promotional mix. This unit explains personal selling, states its elements, types and importance. It also discusses the several types of sales and the steps or procedures taken to control or manage sales.
Unit 13: Marketing: Publicity and Advertising
Publicity and advertising are a big part of the marketing process. This course enumerates the similarities and differences between them and their importance in the growth of a company. It also gives effective publicity and advertising strategies to focus and implement.