Marketing Short Course
This Quality Assured Level 3 Diploma course serves as an introduction to the dynamic field of Marketing. Marketing permeates our daily lives, from subtle influences to more overt forms. This course is particularly advantageous for individuals aspiring to pursue Chartered Institute of Marketing examinations, undergraduates seeking to study marketing at the university level, or management graduates aiming to pursue postgraduate studies in Marketing.
The course provides a solid foundation in marketing concepts, strategies, and techniques. By exploring various marketing mediums, students gain insights into the diverse ways organizations engage with consumers. The curriculum is designed to align with industry standards and qualifications, equipping learners with a competitive edge in their careers.
This course is thoughtfully structured into ten manageable units, each exploring key aspects of the field.
Marketing Short Course Diploma Entry Requirements:
All students must be 16 years of age and above to enter into our Marketing Short Course Diploma (Level 3).
Short Course Diploma courses require a minimum prior learning to GCSE standard in order that students can manage their studies and the assumed knowledge within course content.
Study Hours
200 hours in total. Or 20 hours per week over 10 weeks.
Assessment
Written assessment at the end of each unit of study.
Enrolment
Please note that you can enrol on this course at any time.
Progression
This Marketing Short Course Diploma course can be used to gain entry to a Level 4 Diploma or higher.
Course Content
Unit 1 – Introduction to Marketing
This module introduces contemporary business marketing concepts, emphasising the Chartered Institute of Marketing’s definition as the ‘management process of anticipating, identifying, and satisfying customer requirements profitably.’ It explores operative marketing processes, including market research, new product development, pricing, and promotion, highlighting marketing as a process-oriented, cross-functional approach crucial for aligning products and services with market needs and ensuring profitability.
Unit 2 – Marketing Principles
This unit explores marketing practice, theory, and standards, focusing on core skills for proficiency. It introduces professional institutions governing marketing development and standards. Concepts of marketing in the UK business arena and globally will be examined
Unit 3 – Marketing Strategy
This unit explores modern business applications for formulating marketing strategies, covering both theoretical and practical aspects, aligning with corporate strategic planning. It includes a review of the latest published works and offers an additional reading list for individual development. Emphasising the crucial role of a marketing strategy as the foundation of a marketing plan, an example strategy is presented: ‘Use a low-cost product to attract consumers and establish a relationship, then introduce higher-margin products and services to enhance consumer interaction.
Unit 4 – Marketing Communications
This unit explores essential aspects of marketing communications, covering effective media utilisation, campaign execution, coherent presentations, and stakeholder management. It emphasises the shift from traditional print collateral to strategic branding elements for consistent message delivery. Marketing communication trends, such as the shift to customer relations and human solutions, are discussed. The unit introduces the concept of brand touchpoints, highlighting the influence of marketing communication on organisational behaviour and stakeholder perceptions.
Integrated Marketing Communication is presented as a key goal in developing a marketing communication strategy.
Unit 5 – Global or International Marketing
This module explores the intricate dynamics of international trade and marketing, delving into the complexities of these global economic interactions.
Unit 6 – Direct Marketing
Direct marketing, coined by Lester Wunderman in the 1970s, involves systematically recording, analysing, and tracking individual customer responses and transactions. This discipline aims to develop and sustain mutually profitable customer relationships, whether in business-to-business or consumer contexts. Wunderman pioneered these techniques with notable brands such as Amex and Columbia Records.
Unit 7 – Distribution in Marketing
Distribution, a key marketing aspect, involves intermediaries connecting manufacturers and retailers or business customers. A distribution business acts as the middleman, storing products from manufacturers in warehouses before selling them to retailers or customers. The remaining elements of the marketing mix include product management, pricing, and promotion.
Unit 8 – Marketing and E-Commerce
Electronic commerce (EC or e-commerce) encompasses the online distribution, buying, selling, marketing, and servicing of products or services.
Unit 9 – Marketing for Managers
Marketing management is the practical application of marketing techniques and resources to influence customer demand and achieve company objectives. Marketing managers play a key role in shaping customer demand in terms of level, timing, and composition.
Unit 10 – Marketing – The theory and the techniques
This unit provides a comprehensive overview of current marketing theories and techniques, exploring methods and prominent theorists. It delves into the customer orientation adopted by most companies, emphasising the customer-driven and product innovation approaches.
Requirements
- All students must be 16 years of age and above to enter into our Marketing Short Course Diploma (Level 3). Short Course Diploma courses require a minimum prior learning to GCSE standard in order that students can manage their studies and the assumed knowledge within course content.