Advanced Diploma in Marketing

Course details

This course provides students with an advanced understanding of the principles of marketing. The modules are designed to teach participants the key skills necessary for the contemporary marketer. Upon completion students will have developed a deep appreciation for how to apply these skills in practice. The programme was developed in response to a desire from students with a basic understanding of marketing principles such as advertising, sales, and public relations to further their marketing expertise.

Programme Aims and Objectives

On completion of the programme, students should have acquired the skills to:

• Understand the unique challenges involved in marketing and managing a number of different types of organisations and their differences
• Identify and analyse the various components of the marketing mix for manufacturing, e-commerce and services organisations
• Understand and discuss key issues required in managing customer satisfaction and service quality and the role of employees
• Appreciate the key issues in service businesses such as managing supply and demand, relationship management, and the overlap in marketing/operations/human resource systems
• Have a detailed understanding and application of marketing communications
• Have developed their strategic thinking, business planning and communication skills: oral and written.

Programme Structure

The Advanced Diploma in Marketing is an evening diploma studied over one academic year. Whilst it is not necessary to have completed the Diploma in Marketing, Advertising, Sales

and Public Relations programme before commencing this diploma, it is strongly advisable that students have an introductory knowledge of marketing principles. The lecturing team consists of staff that combine academic qualifications with substantial practical business and marketing experience. A wide range of teaching techniques including lectures, videos, workshops, seminars and case studies will form an integral part of the course.

Assessment

To be awarded the Advanced Diploma in Marketing, a student will be required to complete a written assignment for each module (30% for each module, apart from Strategic Marketing

Practice which is 50%) and a written examination at the end of the course (70% for each, apart from Strategic Marketing Practice, which is 50%).

Programme Content

Strategic Marketing Practice

This module is a vital source of knowledge for anyone engaging in the development of marketing strategies. It deals with the essentials of practice, from fundamental principles to an advanced understanding of all concepts underlying the challenges faced in contemporary marketing. International case studies will be examined to support strategic thinking and an appreciation for the pergence that exists across different cultures.

Integrated Marketing Communications

This module is designed to provide students with the tools necessary in order to employ an effective marketing communications plan. Participants will learn to integrate communications using the different tools available to the marketer. The psychology of consumer behaviour plays an integral role in this module aimed at promoting the effective exchange of information between the organisation and potential customers.

Services Marketing

We are living in a world dominated by services. Marketers need to be able to promote a customer service-oriented mindset in their organisations. This module will provide participants with an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services. Participants will be introduced to and have the opportunity to work with tools and strategies that address these challenges. Designed to develop the knowledge and skills requirements of an effective marketing professional, this subject provides the students with an opportunity to fully understand the principles of services marketing and their interdependence and to examine the major marketing challenges facing them.

Interactive Communications and E-Commerce

The use of the internet as a platform for selling and marketing has been used to great advantage by many progressive companies. However many marketing practitioners and consumers remain sceptical of its benefit. This module explores the benefits of digital media and how e-commerce has revolutionised the marketing mix. A key learning outcome will be the creation of a commercially viable internet business plan by each course participant, enabling participants to gain transferable skills to allow them to become more employable in the market place.