Certificate in Marketing Practice

Course details

Course Aims and Opportunities

• This course aims to equip learners with the knowledge and skills to work in a range of marketing-related contexts.
• Business owners, managers and staff will gain valuable knowledge and skills to further their organisation’s aims and/or profitability.
• The course will also provide a solid foundation for higher level studies in business and marketing.
• Successful candidates can go on to study other business modules and progress to further qualifications in business or management

Course Content

• What is ‘marketing’, the marketing mix and the environmental factors which affect the marketing function.
• Consumer and organisational buying behaviour and the consumer decision-making process.
• Marketing information systems and the market research processes.
• Segmentation, targeting and positioning.
• Product classification, product life-cycle and the importance of brands, packaging and labelling.
• Price and value, objectives and strategies in pricing and a variety of pricing approaches.
• ‘Place’ or distribution in marketing, physical distribution factors, distribution channels and the use of marketing intermediaries.
• Marketing communication process and the steps involved in developing a promotional programme.
• Marketing strategies of a range of companies, products and services – through examining case studies.
• Analyse company capability by conducting a situational analysis, SWOT and PEST analysis.
• Conduct a marketing analysis and set marketing objectives.
• Develop a marketing and promotional plan for a product or service.

Course Work

• Candidates will conduct research assignments on a company or product of their choice, produce a situational analysis and draw up a marketing strategy for the company/product.
• Written theory test.