Award Courses
1 session of 1.5 hours weekly for 16 weeks

Objectives of the Course:
Upon completion of this course, the learner will have a comprehensive and innovative, managerial and practical approach to marketing. This course thus integrates the theoretical and academic concepts of marketing with their practical usage in organisations.

Course Outline:
Through this course, the learner will achieve a number of skills and competencies and will acquire knowledge related to the skills needed to successfully work within a marketing management environment.
1. Understanding Marketing, the Marketing Process and the Environment;
2. Analyzing Marketing Opportunities through Marketing Research;
3. Consumer Behaviour and the Buyer Decision Process;
4. Selecting Target Markets through measuring and forecasting demand, market segmentation, targeting and positioning for competitive advantage;
5. Developing the Marketing Mix from the designing of a product to their promotion;
6. Branding, Packaging and Services;
7. Product Development and Life Cycle;
8. Pricing: Considerations and Strategies;
9. Distribution, Retailing and Wholesaling;
10. Promotion: Strategies, Advertising, Sales Promotion and Public Relations;
11. Managing the Marketing Effort: Building Customer satisfaction through quality, value and service;
12. Creating Competitive advantage through competitors’ analysis and competitive marketing strategies;
13. The Marketing Plan.
Learning Outcomes for each module/award
Knowledge:
On completion of this course, the learner will:

• Get a comprehensive view of the marketing function within organizations, its concept, definition and implementation;
• Get an all-inclusive perspective of the marketing management process from both the theoretical and practical point of views.

Skills - Applying Knowledge and Understanding
Communication Skills:

• The model of Consumer Behaviour and characteristics influencing consumer behaviour;
• Business Buying and the Business Buyer Behaviour;
• Promoting Products: advertising, Sales Promotion, and Public Relations.

Judgmental Skills:

• Deciding which markets to enter and how;
• Deciding on the Marketing programme;
• Business Actions toward socially responsible marketing

Learning Skills:

• Working knowledge of marketing planning and strategies;
• Market research and market segmentation strategies;
• Analysis of the marketing mix;
• Database marketing and managing campaigns;
• Working knowledge of marketing forecasting and budgeting.

Competencies:
By the end of this course, the learner will be able to:

• Understand and apply the marketing perspective;
• Analyse and understand the marketing environment;
• Understand and analyse the meaning of market and the major markets that exist;
• Define different types of marketing research, outline sources and type of information available;
• Develop the marketing mix and product life cycle;
• Recognise and execute the various aspects of marketing management;
• Work out and devise a Marketing Plan.

Total number of hours:
Contact Hours: 32 hours
Self Study: 96 hours

To apply for the Marketing Management course call 21227799 or email us for more information.