Diploma in Marketing (B)

The course comprises of ten carefully selected modules that cover a broad range of topics within the Marketing field covering theory and models, and techniques to implement the tools into practice.Providing the foundation blocks for the entire course. This module will introduce the student to modern concepts of business marketing. The focus will be on marketing in the context of the global economy, working in the new digital age. The most widely accepted definition of marketing on a global scale comes from the Chartered Institute of Marketing (CIM) in the UK which is the largest marketing body in the world in terms of membership. The definition claims marketing to be the "management process of anticipating, identifying and satisfying customer requirements profitably". Thus, operative marketing involves the processes of market research, new product development, product life cycle management, pricing, channel management as well as promotion. However, marketing is more of a process-oriented cross function, not a direct decision maker in these processes. It is one of the company's management tools to ensure that products and services are developed according to market requirements, and that they are profitable.