Marketing

Develop your strategic marketing knowledge and gain expertise in your field to work your way up to management level and beyond with the Marketing course. This diploma course is endorsed by ABC Awards – a regulated organisation that ensures professional, reputable certification for further education.

In this course, you will learn how to master the art of strategic marketing, from planning through to execution. Through practical exercises, you will develop your understanding of the marketing process model, the product life cycle and consumer behaviour, helping you to effectively market your products or services to your specific target market.

You will receive in-depth practical training in all areas of professional marketing, equipping you with excellent market research skills, business communication skills, branding knowledge and much more.

Learning Objectives:

• Earn a diploma in professional marketing and fast track your career online
• Identify the stages in the marketing process model, from planning to execution
• Demonstrate an excellent understanding of strategic marketing systems
• Understand the fundamental steps in the strategic planning process
• Learn about the types of market segmentation and how markets are segmented
• Tap into the mind of consumers and understand the psychological influences in consumer buying behaviour
• Develop your market research skills and learn about the types of market research
• Get step-by-step guidance on how to develop a product strategy for your specific target market
• Understand the definition of brand marketing and the differences between branding and marketing
• Learn about pricing strategy, marketing channels, the product life cycle and more

Marketing

Course Outline

Module 01: Basics of Marketing

• Definition of Marketing
• Marketing Value
• The Marketing Concept
• Production Concept
• Product Concept
• Selling Concept
• Marketing Concept
• Difference between Selling Concept and Marketing Concept
• Societal Marketing Concept
• Creating Offerings That Have Value
• Communicating Offerings
• Delivering Offerings
• Exchanging Offerings
• Important Aspects of Marketing

Module 02: The Marketing Process

• Components of the Marketing Process
• Strategy, Marketing and Planning
• The Marketing Setting
• Analysis of the Opportunities in the Market
• Markets
• Strategic Marketing Systems
• Development of the Marketing Mix
• Management of Marketing Efforts
• Marketing Information System

Module 03: Strategic Marketing

• Strategic Planning
• The Strategic Plan
• Marketing within Strategic Planning
• The Marketing Plan
• Marketing Organisation
• Marketing Control
• Implementing Marketing

Module 04: Marketing Environment

• Impacts of Marketing Environment
• Macro Environment
• Components of Macro Environment
• Micro Environment
• Components of Micro Environment
• Differences between Macro and Micro Environment of Marketing

Module 05: Market Segmentations

• Market Segmenting, Targeting, and Positioning
• Targeted Marketing vs Mass Marketing
• Benefits of Segmenting and Targeting Markets
• Segmenting and Targeting a Firm’s Current Customers
• One-to-One Marketing
• Types of Segmentation Bases
• Segmenting by Behaviour
• Segmenting by Demographics
• Segmenting by Geography
• Segmenting by Psychographics
• Selecting Target Markets and Target Marketing Strategies

Module 06: Consumer Buying Behaviour

• Consumer Buying Decision Process
• Types of Consumer Decision Making
• Consumer Level of Involvement
• Situational Influences
• Psychological Influences
• Social Influences
• Digital Influences

Module 07: Business Markets and Buying Behaviour

• Business Markets
• Dimensions of Business Customers and Business Transactions
• Demand for Business Products
• Business Buying Decisions
• Stages of the Business Buying Decision Process
• Influences on the Business Buying Decision Process

Section B: Research and Strategy

Module 08: Marketing Research

• What is Marketing Research?
• Role of Marketing Research
• An Example of Successful Marketing Research
• The Marketing Research Process
• Classification of Marketing Research
• Marketing Research Suppliers

Module 09: Product Strategy

• The Product Portfolio
• The Challenges of Service Products
• New Product Development
• Differentiating and Positioning the Product Offering
• Differentiation Strategies
• Positioning Strategies

Module 10: Branding Strategy

• Basics of the Branding Strategy
• Advantages of Branding
• Strategic Issues in Branding Strategy
• Manufacturer vs Private-Label Brands
• Brand Loyalty
• Brand Equity
• Brand Alliances
• Packaging and Labelling
• Components of Branding Strategies
• The Key to Great Branding Strategies

Module 11: Product Life Cycle

• Managing Products and Brands over Time
• Five Stages of Product Life Cycle
• Development Stage
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage

Module 12: Pricing Strategy

• Importance of Pricing Strategy
• The Role of Pricing in Marketing Strategy
• Key Issues in Pricing Strategy
• Pricing Service Products
• Price Elasticity of Demand
• Base Pricing Strategies
• Adjusting Prices in Consumer Markets
• Adjusting Prices in Business Markets

Module 13: Marketing Channels

• Supply Chains
• Importance of Marketing Channels
• Channel Behaviour
• Vertical and Horizontal Marketing Systems
• Channel Design Decisions
• Channel Management Decisions
• Importance of Marketing Logistics
• Sustainable Supply Chains
• Major Logistics Functions
• Integrated Logistics Management

Section C: Marketing Promotion

Module 14: Integrated Marketing Communications

• The Promotion Mix
• Marketing Communications Model
• Importance of Integrated Marketing Communications
• Steps in Developing Effective Marketing Communication
• Setting the Total Promotion Budget and Mix
• Socially Responsible Marketing Communication

Module 15: Advertising and Sales Promotion

• Basics of Advertising, Sales Promotion, and Marketing Strategy Planning
• Advertising Objectives
• Choosing the Advertising Type
• Choosing the Advertising Medium
• Choosing the Message
• Advertising Agencies
• Measuring Advertising Effectiveness
• Sales Promotion
• How Sales Promotion Impacts Sales
• Challenges in Managing Sales Promotion
• Different Types of Sales Promotion for Different Targets

Module 16: Personal Selling and Public Relations

• Importance of Personal Selling
• Basic Sales Tasks
• Order Getters
• Order Takers
• Supporting
• Organising the Sales Force
• Selection and Training to Build a Sales Force
• Compensating and Motivating Salespeople
• Personal Selling Techniques
• Public Relations
• The Role and Impact of PR
• Major Public Relations Tools

Module 17: Direct and Digital Marketing

• New Direct Marketing Model
• Benefits of Direct and Digital Marketing to Buyers and Sellers
• Forms of Direct and Digital Marketing
• Marketing, the Internet and the Digital Age
• Online Marketing
• Social Media Marketing
• Mobile Marketing
• Traditional Direct Marketing Forms
• Final Verdict

Requirement/Certification

Endorsed Certificate of Achievement

At the successful completion of the course, the learners can order an endorsed certificate of achievement from ABC & Certa Awards by paying the accreditation fee of £108. There is an additional £10 delivery charge for international students.

Certificate of Completion from Course Gate

At the successful completion of the course, the learners may order the Certificate of Completion from Course Gate (soft copy) by paying only £2. For the Printed hard copy of the certificate, the learners have to pay £9. There is an additional £10 delivery charge for international students.

This advanced diploma in professional marketing is ideal for professionals who work at mid-level or management level who wish to gain an in-depth understanding of the principles of strategic marketing. Our online courses are specially designed for distance learning, offering flexible virtual classroom modules that you can study at your own convenience.

This advanced online training program in professional marketing provides a stepping stone to work your way up to management level or a senior-level marketing position. Career opportunities in this field include:

• Digital Marketing Manager
• Head of Marketing
• Senior Communications Officer
• Marketing Associate
• Performance Marketing Manager