ПРОФЕССИОНАЛЬНЫЙ ДИПЛОМ
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Course modules
Professional Diploma in Marketing
UNIT: 1
THE MARKETING PLANNING PROCESS
 Marketing planning to deliver marketing strategies
The marketing audit and strategic outcomes
Creating marketing strategies through segmentation, targeting and positioning
Adapting marketing planning in different contexts
The Marketing Planning module provides the essential knowledge and understanding in the creation and use of operational marketing plans and the marketing process. It aims to provide participants with an understanding of the differences in the internal organizational and external contexts within which operational marketing planning and marketing are carried out and the different models of marketing used to meet these contingencies. The module aims in particular to ensure that the knowledge and understanding can be applied in the practical construction of appropriate and realistic marketing plans.
Learning outcomes
Participants will be able to:
• Explain the role of the marketing plan within the context of the organization's strategy and culture and the broader marketing environment (ethics, social responsibility, legal frameworks, and sustainability).
• Conduct a marketing audit considering appropriate internal and external factors.
• Develop marketing objectives and plans at an operational level appropriate to the internal and external environment.
• Develop the role of branding and positioning within the marketing plan.
• Integrate marketing mix tools to achieve effective implementation of plans.
• Select an appropriate coordinated marketing mix incorporating appropriate stakeholder relationships for a particular marketing context.
• Set and justify budgets for marketing plans and mix decisions.
• Define and use appropriate measurements to evaluate the effectiveness of marketing plans and activities.
• Make recommendations for changes and innovations to marketing processes based on an understanding of the organizational context and an evaluation of past marketing activities.
UNIT: 2
DELIVERING CUSTOMER VALUE THROUGH MARKETING
Product proposition and brand management
Channel management
Managing marketing communications
Managing and achieving customers’ service expectations through the marketing mix
The unit’s primary focus is the development and execution of marketing activities that
have been designed to achieve customer satisfaction and meet organisational objectives, through effective marketing mix strategies which deliver stakeholder value.
The unit includes the development of the product portfolio, managing marketing channels, managing the communications mix and managing the service expectations of customers.
Learning outcomes
By the end of this unit students should be able to:
• Develop and manage a brand and product portfolio in the context of the organisation’s marketing strategies and objectives;
• Develop and implement an effective and efficient channel management
strategy which reflects the needs of stakeholders and considers the impact of the external environment;
• Develop an effective and innovative communications strategy and plan which clearly delivers the organisation’s proposition to the market, through effective segmentation and targeting of internal and external markets;
• Utilise an innovative and effective integrated marketing mix to reinforce the organisation’s brand values and overall marketing proposition and competitive advantage;
• Determine customer requirements for product and service delivery to ensure the marketing proposition is customer-focused, efficient and effective.
UNIT 3:
MANAGING MARKETING
The marketing infrastructure
Managing marketing teams
Operational finances for marketing
Aim
The focus of this unit is about developing the marketer as a manager, including giving them the knowledge and understanding required to develop and manage the marketing infrastructure and the organisation’s talent development, capability and
capacity. This includes developing effective quality systems and processes to
support compliance and approaches to measuring and monitoring marketing
activities.
The unit also includes developing and managing marketing teams, which includes
co-ordinating the human, financial and physical resources within the team effectively.
Finally, the unit includes developing a detailed understanding of managing the
financial aspects of the marketing function and its associated activities in order to
ensure that the financial performance of the function is consistent, reliable and
effective.
Learning outcomes
By the end of this unit students should be able to:
• Recommend how a marketing function should be structured to deliver competitive advantage, marketing and organisational success;
• Assess a range of approaches that can be used to manage the marketing function on a day-to-day basis;
• Prepare plans for showing how a team should be structured, selected,
formed, managed and developed to demonstrate effective performance against objectives;
• Critically assess the organisation’s resource needs and capabilities for the marketing team and manage its marketing activities effectively and efficiently;
• Prepare appropriate budgets and accounting documentation to support the financial management of the marketing function and associated marketing activities;
• Critically assess the ongoing financial situation including manageability of the budget, financial stability and success of the marketing function.
UNIT 4
PROJECT MANAGEMENT IN MARKETING
Using marketing information to develop a justified case for marketing projects
Building a case for marketing projects
Assessing, managing and mitigating risk associated with marketing projects
Project management for analysis, planning, implementation and control
Aim
This unit will focus on the proactive development and delivery of a justified management process to support the initiation, implementation and control of marketing projects, including the use of research and information and preparing proposals and briefs to identify needs comprehensively.
The unit will also focus upon evaluating marketing project proposals and prioritizing them on the basis of fit with market conditions, organizational capacity, competitor activity and strategic management, while concurrently managing the associated risk of implementing particular plans.
Ultimately, the unit will also cover the implementation of marketing proposals including an in-depth view of project management, but also integrating knowledge from the other units at this level.
Learning outcomes
By the end of this unit students should be able to:
• Identify the organisation’s information needs, scope of research projects and resource capability to underpin the development of a business case to support marketing projects;
• Develop an effective business case, complete with justifications, financial assessments and consideration of the organisation’s resource capacity and capability to deliver;
• Undertake a risk assessment programme with suggestions on how to mitigate for risks facing the organization and the achievement of its business and marketing objectives;
• Design, develop and plan significant marketing programmes, using project management tools and techniques, designed to deliver marketing projects effectively, in terms of quality, resource and delivery;
• Integrate a range of marketing tools and techniques to support the development and implementation of a range of marketing projects;
• Monitor and measure the effectiveness and outcomes of marketing projects through the end-to-end project process.
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