Professional Diploma in Marketing - Syllabus

Professional Diploma in Marketing

The Marketing Planning Process

Assessment will require you to complete a work based assignment involving the preparation of a marketing plan. This unit is designed to provide a detailed understanding of marketing planning, including the synergistic planning process and its links with the delivery of marketing strategy. It also considers a thorough assessment of the dynamic and complete nature of the marketing environment and its impact on developing marketing plans to achieve strategic outcomes and competitive advantage in the market place.
The strategic context of marketing planning is set against a background of external drivers, such as new digital technologies, global and international issues, sustainability, credit crunch and other such challenges along with a resource-based view of the organisation. Students should be able to apply their skills to a variety of organisational contexts and sectors such as B2B, B2C, Third Sector, Not-for-profit and international, and to account for their varying goals when developing marketing plans.

Delivering Customer Value through Marketing

Assessment is a three hour exam based on pre-seen case material. This unit’s primary focus is the development and execution of marketing activities that have been designed to achieve customer satisfaction and meet organisational objectives, through effective marketing mix strategies. It will include the development of the product portfolio, managing marketing channels, managing the communication mix and managing the service expectations of customers within the context of both domestic and international markets.

Managing Marketing

Assessment is a work-based assignment. The focus of this unit is about developing the marketer as manager, including giving them the knowledge and understanding required to develop and manage the marketing infrastructure and the organisation’s talent development, capability and capacity. This includes developing effective quality systems and processes to support compliance and approaches to measuring and monitoring marketing activities. The unit will also include developing and managing marketing teams, and understanding how to manage the financial aspects of the marketing function.

Project Management in Marketing

Assessment will be a work – based project requiring an in-depth study of a specific and focused area of business activity. This unit will focus on the proactive development and delivery of a justified management process to support the initiation, implementation and control of marketing projects, including the use of research and information and preparing proposals and briefs to identify needs comprehensively. It will include and in-depth view of project management. By the end of this unit students should be able to develop an effective business case within different organisational context and justify their project proposals in terms of fit with the marketing strategy, evaluation of risk and the effective use of organisational capacity and capability.

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