Introductory Certificate in Marketing

MODE OF STUDY Short Course
FE LEVEL 3
DURATION 20 weeks
START DATE(S) September 2010
DAY(S)/TIME(S) OFFERED Monday 18.00 to 21.00
TOTAL FEE 800 for this academic year (inclusive of college registration, tuition and examination fees)
TOTAL OVERSEAS FEE To be advised
ADDITIONAL COSTS There will be some additional expenses for essential textbooks plus CIM registration and the cost of CIM membership for 3 years.
AWARDING/VALIDATION BODY Chartered Institutue of Marketing (CIM)
ENTRY REQUIREMENTS
None, although applicants should be 18 years or above. Applicants will also need to be registered with CIM to be eligible to forward assignments and take the online assessment directly with the institute.


PROGRAMME CONTENT/STRUCTURE
The Introductory Certificate in Marketing is for all those who want to find out more about marketing - whether youre in a job that involves marketing or not. It answers the question: What is marketing? But it also aims to develop knowledge and skills for people who are working to support others in basic marketing tasks.

The course is split into two ten week terms. In term 1 we cover 'What is Marketing' and in term 2 'Understanding Customer Relationships'.

Unit 1 What is Marketing?

Unit Characteristics

This unit seeks to provide the backdrop to the importance of marketing in terms of what marketing is and how it is defined. This unit focuses on the role of marketing, its cross-functional importance and its contribution to business success. It also looks at the role of marketing as a service provider within the organisation.

The unit also provides a basic understanding of the internal and external marketing environment and the marketing mix, with consideration of how these factors differ from one sector to another.

This unit provides the foundations needed for the functional and aspirational goals of the Level 3 market, whilst giving explanation to the language and terminology of marketing.

By the end of this unit, students should be able to demonstrate a sound knowledge and understanding of marketing and its contribution to organisational success.

Overarching learning outcomes

By the end of this unit, students should be able to:

\uDBC0\uDC83 Define marketing in the context of an exchange process

\uDBC0\uDC83 Determine the importance of marketing as a cross-functional activity contributing towards business success

\uDBC0\uDC83 Explain the importance of understanding the organisations marketing environment and the impact it has upon an organisations ability to satisfy customer needs and wants

\uDBC0\uDC83 Identify each element of the marketing mix in the context of customer needs and achieving customer satisfaction

\uDBC0\uDC83 Apply the marketing mix to a range of different organisational sectors and contexts

This unit is assessed via a one hour on line exam.

Unit 2 Understanding Customer Relationships

Unit Characteristics

This unit focuses on developing an understanding of internal and external customers, and considers how a knowledge and understanding of customers can assist in designing appropriate marketing activities to engage and support customers to achieve long-term customer loyalty.

The unit also provides some insight into the practicalities of developing internal and external relationships, including consideration of networking, collaboration and cooperation in order to reduce the potential for conflict.

Developing effective tactical communications and effective customer service support is essential to harmonious relationships in both B2B and B2C organisations, and as a result the unit considers the contributions that these activities can make to developing relationships for marketing and business success.

The unit explains why organisations need to know and understand their customers and how successful relationships can be developed through effective communications and strong customer service and support.

Overarching learning outcomes

By the end of this unit, students should be able to:

\uDBC0\uDC83 Explain the importance of understanding customers, and how marketing information aids the better development of marketing activities to achieve customer satisfaction

\uDBC0\uDC83 Explain the value and importance of internal and external relationships of the organisation and the importance of networking, collaboration and co-operation in order to develop and maintain relationships

\uDBC0\uDC83 Recognise the importance of internal relationships as an aid to the marketing function establishing its cross-functional presence

\uDBC0\uDC83 Explain the different ways in which to communicate with both internal and external customers in order to develop, maintain and strengthen customer relationships

\uDBC0\uDC83 Explain the requirements for developing effective and efficient customer service and customer care in order to maintain successful relationships

This unit is assessed via a case study based project of 2000 words in length.