The course is made up of two units: Marketing Principles (mandatory unit) and either Customer Communications or Digital Essentials (elective units).
Marketing Principles (Mandatory Module)
The module provides an understanding of the key concepts and terminology used in marketing. It provides the knowledge and understanding of the role and function of marketing within organisations, and explores the factors that influence consumer behaviour. It identifies key components of the marketing environment and enables an appreciation of how to collect and utilise relevant information about the marketing environment. It outlines the concepts and elements which make up the marketing mix and how these are applied in context. This unit is assessed via a multiple choice question examination.
Marketing Principles is available as a single course.
Customer Communications (Elective Module)
This unit provides an understanding of how marketing communications can be used to engage with customers. It enables appreciation of the customer and considers the importance of understanding the nature of customer relationships, and how these relationships are managed and monitored. It provides the knowledge and understanding of the purpose and process of marketing communications and the range of communication tools available. It explores how to develop a successful marketing communications campaign and outlines how the campaign can be put into practice. This unit is assessed via a work-based assignment.
Customer Communications is available as a single course.
Digital Essentials (Elective Module)
Digital Essentials is a nine-credit module that sits within the suite of Level 3 modules. You can also combine this module with the mandatory Marketing Principles module to achieve the CIM Foundation Certificate in Marketing. Our qualification and award pathways have been structured to reflect the need for a flexible and bite-size approach for today’s professional marketer.
This module provides an understanding of what is meant by digital marketing and the key communication tools used. It outlines the key factors that influence the digital consumer including social networks and virtual communities. It identifies the importance of developing campaign content aimed at specific market segments and how campaigns can be measured.
Digital Essentials is available as a single course.