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