Professional Diploma in Marketing
What is it?
This qualification provides the knowledge, skills and
"ability to do" in relation to marketing planning
and develops the "Marketing professional" across
a range of areas. The qualification is a hybrid of marketing
with a considerable emphasis on management as marketers move
from specialist aspects of marketing into either a functional
or departmental role.
Ideal for?
Marketers with operational responsibilities and an eye on
management - including department managers, functional managers,
product/brand managers, account managers, agency managers,
marketing executives and business development managers.
What will you learn?
By the end of this qualification you should be able to:
- Evaluate the role of the marketing planning process and
implementation in a range of marketing contexts including
organisational strategy, culture and the broader marketing
environment
- Develop and manage a brand and product portfolio in the
context of the organsiation's amrekting strategies and objectives
- Recommend how a marketing function should be structuresd
to deliver competitive advantage, marketing and organisational
success
- Identify the organisation's information needs, scope of
reserach projects and resource capabilitiy to underpin the
development of a business case to support marketing projects
Course Content
This qualification contains four units sand to cpmplete each
one you'll beed to understand how to complete the follow tasks
successfully:
1. Marketing Planning Process
- Evaluation of the marketing planning process and its implementation
in a rnage of marketing contexts including a detailed analysis
of the internal and external marketing environments
- Conduct a marketing audit and assess the findings in order
to develop a marketing plan that is responsive to amrket
and organisational changes and uunderpins the organsation's
marketing strategy
- Determine the importance of segmentation, targeting and
positioning to develop effective strategies which are innovative,
cost effective, valuable and maximise the potential of marketing
opportunities successfully
- Recognise the significance of retaining customers through
relationship marketing
2. Delivering Customer Value through Marketing
- Develop and manage a brand and product portfolio in the
context of the organisation's marketing strategies and objectives
- Develop and implement an effective and efficient channel
management strategy reflecting the needs of stakeholders
- Develop an effective and innovative communications strategy
and plan that clearly delivers the organisation's proposition
to the market, though effecitve segmentation and targeting
of internal and external markets
- Utilise an innovative and effective integrated marketing
mix to reinformce the organsiation's brand values, overall
marketing proposition and competitive advantage
- Determine customer requirements for product and service
delivery to ensure the marketing proposition is customer-focused,
efficient and effective
3. Managing Marketing
- Recommend how a marketing function should be structured
and managed to delover competitive advantage
- Prepare plans for showing how a team should be structured,
selected, formed, managed and devloped to demonstrate effective
performance against objectives
- Citically assess the organisation's resource needs and
capabilities for the marketing team to manage marketing
activities effectively and efficiently
- Prepare appropriate budgets and accoutning documentation
to support the fnancial maangement of the marketing function
and its associated activities
- Critically assess the ongoing financial situation including
manageability of the budget, financial stability and siccess
of the marketing function
4. Project Management in Marketing
- Identify the organsiation's information eneds, scope of
researtch prjects and resource capability to underpin the
development of justified business cases, including risk
assessment and mitigation strategies, to support marketing
projects
- Using project management tools and techniques, design,
develop and plan significant marketing programmes effectively,
in terms of quality, resource and delivery
- Integrate a range of marketing tools and techniques to
support the development and implementation of marketing
projects
- Monitor and measure the outcomes of marketing projects
through the end-to-end project process
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