Accredited Level 3 Diploma in Marketing

Content:
Unit 1 - Introduction to Marketing

This serves to introduce the subject and includes the definition of the term. It introduces all the aspects of marketing which will be developed in the later course. It also distinguishes between advertising and marketing. In general English the terms are used almost synonymously but this is not actually correct.

Unit 2 - Marketing Principles

Here you will study the practice, theory and standards in Marketing. What skills are required for a successful career in marketing? What about the professional bodies to which marketing professionals belong? How is the profession regulated? The role of ethics in marketing both in the UK and internationally is discussed.

Unit 3 - Marketing Strategy

How are Marketing Strategies developed within modern business applications? This is both a practical and a theoretical study of the principles involved. How must an advertising strategy be dovetailed to the existing corporate plan and image? We then proceed to examine how a marketing strategy serves as the basis for a marketing plan. Marketing plans consist of lists of the specific actions required to implement a specific marketing strategy. There are references to the latest texts on the subject together with up to date web links.

Unit 4 - Marketing Communications

Communication is vital within marketing. What must be done so as to optimise media coverage? How are effective, efficient and efficacious marketing campaigns designed? Skills for effective marketing presentations are also discussed. This is an area which has changed radically in recent years with the concept of "touchpoints" and delivery of stakeholder value. These items and more are examined in detail and with reference to the most recently developed best practice in the area.

Unit 5 - Global or International Marketing

Developments in the globalisation of trade are discussed. In recent years the proliferation of such media as EBay, YouTube, AliBaba etc. have completely changed the face of B2C and B2B marketing. These are some of the points reviewed in this unit.

Unit 6 : Direct Marketing

This term was coined in the 1970s by Lester Wunderman, who pioneered direct marketing techniques with brands such as Amex and Columbia Records. In those days it was referred to derogatorily as "Junk mail". Now that has become "Spam". Where does direct marketing become Spam? How can you use your direct marketing to reach the correct market segment? Why does this matter?

Unit 7 - Distribution in Marketing

Logistics and distribution are essential to a successful business. Like a chain, if any part in your supply chain breaks, the entire process is broken. Should you provide your own in house logistics or should you use an outside specialist? Different organisations have reached absolutely opposite conclusions on this vital question- but why? What are the differences in their business models which can justify their individual stances?

Unit 8 - Marketing and E-Commerce

This develops the themes introduced in unit 5. It is particularly relevant, but not confined to, small entrepreneurs.

Unit 9 - Marketing for Managers

Many managers have management thrust upon them. A technically well qualified and experienced specialist is not, necessarily, a good manager. Marketing specialists are no different from any other group. This unit explains some of the problems of managing a marketing department and shows the student how these might be overcome or avoided.

Unit 10 - Marketing - The theory and the techniques

The final unit ties together all the previous units in an essentially practical way and looks forward to further study and professional qualifications.

ASSESSMENT

The coursework is assessed through continuous assessment with no formal exit examinations. Through assessment you will cover certain criteria such as:

• Theoretical Knowledge/ Understanding
• Practical Implications
• Integration of Theory and Practice.

Assignments

The course has TWO Tutor Marked Assignment (TMA); which are graded: Pass or Fail. The grading procedure if Pass or Fail. Your grade will depend upon if the criteria set ha been met and the decision of your tutor. If you Fail an assessment you have the opportunity to amend where your tutor has highlighted and resubmit.

Study Hours (Per Unit)

Approximately: 20 hours personal study time per unit, which is supported by the ODL