PROGRAMME AIMS
This Executive Diploma in Marketing is designed to provide a fundamental understanding of practices underpinning Marketing. It is designed to equip those who are keen to take up employment in marketing within the business sector. Those who are keen to further their education can progress on to either the Higher Diploma in Marketing or gain entry and acceptance into Year 2 of a Bachelor’s degree.
PROGRAMME STRUCTURE
The Executive Diploma in Marketing comprises of three modules. The Executive Diploma in Marketing is a professional diploma delivered in a manner that gives you the flexibility to learn at a time and place that suits your personal and work life. You can embark immediately on an Executive Diploma in Marketing knowing you can fit it into your schedule.
3 core modules 60 credits
- Marketing Skills- 20 Credits
- Marketing Mix- 20 Credits
- Marketing Segmentation-20 Credits
DELIVERY MODE
Mode A: Blended Learning mode
Available at selected Approved Learning Centres where classes are held plus learners are given a complete set of learning materials to facilitate independent study which can be accessed through our designated Learning Portal.
For each module, we recommend that Approved Learning Centres provide between 6 and 12 hours of lectures/tutorials and that you spend at least 12 hours learning online.
Mode B: Fully Online mode
Learners are given a complete set of learning materials to facilitate independent study which can be accessed through our designated Learning Portal. For each module, we recommend at least 24 hours of online learning.
ADMISSION CRITERIA
An applicant may be admitted on the basis of evidence to suggest that he or she will be able to fulfill and benefit from the objectives of the programme and achieve the standard required for the award.
Summary of Entry Requirements
No prior knowledge is required. Applicants should normally be at least 16 years old and preferably with the following:
- Level 3 (QCF/RQF) Certificate;
- 4 GCSEs at grade C or above; or
- Working adults.
Advanced Standing / Exemptions / Credits Transfer (APL)
Consideration for the above for learners admitted onto the programme may be considered either at the beginning of a programme, or beyond the beginning of a programme, through an assessment of that learner’s prior learning, whether certificated or un-certificated. The process for making such a decision is known as the Accreditation of Prior Learning (APL) is a matter of academic judgment exercised by the appointed panel considering applications and approvals of APL. Where cohorts of learners are to be admitted with advanced standing on a regular basis, the arrangement should be subject to an Academic Progression Agreement.
ASSESSMENT STRUCTURE
Comprehensive Multiple Choice Questions (“MCQs”)
The mode of assessment is a carefully designed MCQs consisting of 50 MCQs to be taken either online or in a proctored paper-based final examination at approved centres. The duration of this final assessment will be 1.5 hours. The MCQ will serve to validate the attainment of broad understanding and application of knowledge by learners is related to the intended learning outcomes.
UNIT SPECIFICATION
Participants will be awarded an Executive Diploma in Marketing upon successful completion of the three Modules in Marketing Skills (1), Marketing Mix (2) and Market Segmentation (3).
1. Marketing Skills
Learning Outcomes
On completion of this Module learners will be able to:
- Apply key principles and techniques and tools required to undertake successful marketing of a product or service.
- Examine key concepts and techniques to undertake both conventional and online or internet-based marketing
Topics covered include:
- What is successful marketing?
- Understanding customers
- SWOT analysis and marketing
- Understanding market segmentation
- Understanding market mix
- Marketing strategy and research
- Using marketing techniques
- Advertising
- How to make advertising techniques work?
- Email marketing
- Newsletters, E-newsletter,s and corporate brochures
- Websites, blogs, and viral marketing
- Exhibitions
- Sponsorship and sales promotion
2. Marketing Mix
Learning Outcomes
On completion of this Module learners will be able to:
Examine and apply key principles techniques and tools required to undertake successful marketing of a product or service through the application of the 4Ps and 4Cs of Marketing Mix.
- Undertake Marketing Planning and Analysis
Topics covered include:
- What is Marketing Mix
- The 4 Ps and 4 Cs of Marketing Mix
- What is Viral Marketing
- Extended Marketing Mix
- 7Ps & 7Cs of Marketing Mix
- Characteristics of Marketing Mix
- Marketing Planning Process
- AIDA
- SWOT Analysis
- Compare Old-School vs. Predictive Marketing Mix Analysis
3. Marketing Segmentation
Learning Outcomes
On completion of this Module learners will be able to:
- Acquire the ability to identify and analyse market segments from an organization and industry sector.
- Acquire the ability to apply various techniques and tools to enable the adoption of appropriate marketing strategies align to the different market segments.
Topics covered include:
- Preparing for market segmentation
- Scope of Segmentation
- Portraying how a market works and identify decision-makers
- Developing a representative sample of different decision-makers
- Accounting for the behavior of decision-makers
- Forming market segmentation
- Determining the attractiveness of market segments
- Assessing company competitiveness and the portfolio matrix
- Realizing the full potential of market mapping
- Predicting market transformation
- Setting market objectives and strategies
- Organizational issues on market segmentation