Diploma in Professional Marketing Syllabus

This Level 6 award is a vital element of your marketing qualification. It shows you how to take a strategic approach in marketing planning to achieve competitive advantage. It recognises the significance of situation analyses and introduces techniques for assessing the external and internal environments that enable effective decision making. You will learn the importance of all stages within the marketing planning process, from the audit, through to strategic decision making and the implementation of plans. Discover how to manage resources and employ monitoring and measurement techniques that enable you to achieve strategic marketing objectives.

This Level 6 award examines the importance of managing marketing data in effective marketing decision making. It presents the role of marketing metrics within the organisation and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making. You will gain an appreciation of how measurement techniques – aligned to business objectives – can establish and determine the effectiveness of marketing activities. You will also learn the value of using appropriate data sources to enable effective marketing analysis and of employing appropriate analytical tools and techniques to ensure effective marketing decision making.

This Level 6 award provides insight into how organisations can implement digital marketing capabilities into strategic marketing planning. It outlines how an understanding and analysis of the macro and micro-environments can enable organisations to assess the impact of the disruptive digital landscape in delivering objectives, in order to develop strategic recommendations. It provides recognition of how creating digital marketing mixes can enable organisations to respond with agility to market needs. It examines how the management of digital channels and the application of key digital measures help to achieve business objectives.