Diploma in Marketing
This course provides a foundational understanding of marketing principles, from initial market analysis to strategic implementation. It explores the marketing process, customer focus, buying behavior, and the critical techniques of market segmentation and positioning. The curriculum offers a detailed examination of the marketing mix variables—Product, Place, Price, and Promotion—and concludes with the unique challenges and strategies of Services Marketing, including the extended 7Ps mix.
Overview
This course provides a foundational understanding of marketing principles, from initial market analysis to strategic implementation. It explores the marketing process, customer focus, buying behavior, and the critical techniques of market segmentation and positioning. The curriculum offers a detailed examination of the marketing mix variables—Product, Place, Price, and Promotion—and concludes with the unique challenges and strategies of Services Marketing, including the extended 7Ps mix.
Curriculum
- 10 Sections
- 61 Lessons
- 10 Weeks
- Module 1: Markets and Marketing6
- 1.1Defining Marketing and the Marketing Concept
- 1.2Market Orientation vs. Production and Sales Orientations
- 1.3Introduction to the Marketing Mix (The 4Ps and 7Ps)
- 1.4The Role of Marketing Management: Analysis, Planning, and Control
- 1.5Societal Marketing, Ethics, and Social Responsibility
- 1.6Quiz 1: Foundations of Marketing0 Questions
- Module 2: The Marketing Process: Strategy and Planning7
- 2.1Developing Marketing Strategy within a Corporate Framework
- 2.2The Strategic Planning Process: Mission, Objectives, and Situational Analysis
- 2.3Conducting a Marketing Audit and Environmental Scanning
- 2.4Strategy Formulation using SWOT Analysis and Porter’s Competitive Strategies
- 2.5Creating the Marketing Plan and Sales Forecasting Techniques
- 2.6Developing the Marketing Budget
- 2.7Quiz 2: Strategic Marketing and Planning0 Questions
- Module 3: Customer Focus6
- 3.1Identifying Customers vs. Consumers
- 3.2Understanding and Avoiding Marketing Myopia
- 3.3Achieving Customer Delight and Fostering Loyalty
- 3.4Creating Competitive Advantage through Customer Value
- 3.5Introduction to Relationship Marketing and the Loyalty Ladder
- 3.6Quiz 3: Building Customer Relationships0 Questions
- Module 4: Buying Behaviour6
- 4.1Differentiating Customers, Clients, and Consumers
- 4.2The Five-Stage Consumer Buying Behaviour Process
- 4.3Understanding Awareness, Evoked, Inept, and Inert Brand Sets
- 4.4High vs. Low Involvement Purchase Decisions
- 4.5Organisational Buying Behaviour and the Decision Making Unit (DMU)
- 4.6Quiz 4: Understanding How Customers Buy0 Questions
- Module 5: Market Segmentation and Positioning7
- 5.1The Process and Benefits of Market Segmentation
- 5.2Evaluating Segment Attractiveness and Selecting Target Markets
- 5.3Geographic and Demographic Segmentation Methods
- 5.4Psychographic, Benefit, and Usage-Based Segmentation
- 5.5Segmenting Based on Social Class and Family Life Cycle (FLC)
- 5.6Product and Brand Positioning with Perceptual Maps
- 5.7Quiz 5: Segmentation and Targeting Strategies0 Questions
- Module 6: Product8
- 6.1The Total Product Concept: Core, Actual, and Extended Product
- 6.2Product Classification, Differentiation, and Packaging Strategies
- 6.3Managing Products through the Product Life Cycle (PLC)
- 6.4Product Portfolio Analysis using the BCG Matrix
- 6.5Branding Strategies, Brand Positioning, and Brand Loyalty
- 6.6Growth Strategies with the Ansoff Matrix
- 6.7The New Product Development (NPD) Process and Adoption Curve
- 6.8Quiz 6: Product and Brand Management0 Questions
- Module 7: Place (Distribution)8
- 7.1Introduction to Distribution Channels and the ‘Five Rights’
- 7.2Types of Intermediaries: Retailers, Wholesalers, Agents, and Franchisees
- 7.3Direct vs. Indirect Distribution Channel Selection
- 7.4Channel Design, Disintermediation, and Logistics Management
- 7.5Physical Distribution: Transportation Modes and Warehousing
- 7.6Just-In-Time (JIT) Inventory Systems
- 7.7Ethics in Distribution and Managing Channel Conflict
- 7.8Quiz 7: Distribution and Logistics0 Questions
- Module 8: Pricing8
- 8.1The Role of Price in the Marketing Mix and Setting Objectives
- 8.2Understanding Cost Structures: Fixed, Variable, Direct, and Indirect Costs
- 8.3Economic Principles: Market Structures and Price Elasticity of Demand
- 8.4Breakeven Analysis for Pricing Decisions
- 8.5Cost-Based Pricing Approaches (Cost-Plus, Target Pricing)
- 8.6Demand-Based and Competitor-Related Pricing Strategies
- 8.7Price Discrimination Strategies
- 8.8Quiz 8: Pricing Strategies and Tactics0 Questions
- Module 9: Promotion (Marketing Communications)9
- 9.1The Promotional Mix and the Communication Process
- 9.2Push vs. Pull Promotional Strategies
- 9.3Integrated Marketing Communications (IMC) and the SOSTAC model
- 9.4Advertising and the AIDA Model
- 9.5Planning an Advertising Campaign
- 9.6Sales Promotion Techniques for Consumers and Trade
- 9.7The Role of Public Relations (PR), Publicity, and Sponsorship
- 9.8Personal Selling and Direct Marketing Strategies
- 9.9Quiz 9: Integrated Marketing Communications0 Questions
- Module 10: Services Marketing6
- 10.1The Unique Characteristics of Services: Intangibility, Inseparability, Variability, Perishability
- 10.2The Extended Marketing Mix for Services: People, Process, and Physical Evidence
- 10.3Understanding and Measuring Service Quality
- 10.4
- 10.5Key Determinants of Service Quality and Strategies for Improvement
- 10.6Quiz 10: Marketing for Service Industries0 Questions
Instructor
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Course Features
- Lectures 61
- Quizzes 10
- Duration 10 weeks
- Skill level All levels
- Language English
- Students 0
- Certificate No
- Assessments Yes