PROGRAMME AIMS
This Executive Diploma in Marketing Management is designed to provide a fundamental understanding of brand management, business to business marketing and product management. This also includes integrated marketing and communications in the market. Those who are keen to further their education can progress on to either the Higher Diploma in Marketing Management or gain entry and acceptance into Year 2 of a Bachelor degree.
PROGRAMME STRUCTURE
The Executive Diploma in Marketing Management comprises of three modules. Executive Diploma in Marketing Management 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 Management knowing you can fit it into your schedule.
3 core modules 60 credits
- Brand Management – 20 Credits
- Business to Business Marketing- 20 Credits
- Product Management- 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 Management upon completion of the three Modules in Brand Management, Product Management and Business to Business Marketing.
1. Brand Management
Learning Outcomes
On completion of this Module learners will be able to:
- Examine the various key concepts and principles relating to branding.
- Apply the knowledge and ability to apply various techniques and tools used in brand management.
Topics covered include:
- What is a Brand
- The importance of Brands
- The attributes of a strong brand
- What is Brand Management
- The Purpose of Brand Management
- The Brand Equity Concept
- Strategic Brand Management Process
- Strategic Brand Management Guidelines
2. Business to Business Marketing
Learning Outcomes
On completion of this Module learners will be able to:
- Examine the various key concepts and principles relating to Business-to-Business Marketing.
- Apply the knowledge and ability to apply various models, techniques, and tools used for managing.
- B2B Marketing strategically.
Topics covered include:
- Business to Business Marketing Basics
- Making Sense of Markets and Customers
- B2B Marketing-International
- B2B Marketing- Specifics
- B2B Marketing Models
- Strategic B2 B Marketing Management
- Business Marketing Evaluation and Control
- Implementing a Value Creation Organization
3. Product Management
Learning Outcomes
On completion of this Module learners will be able to:
- Examine the various key concepts and principles relating to product management.
- Apply various techniques and tools used in conceptualizing, commercialization and launching of new products including managing product life cycle.
Topics covered include:
- Overview and opportunity
- New products successes and failures
- New product development process
- Concept generation and testing
- Test marketing
- Product launch and commercialization
- Product life cycle