Diploma in Marketing

Transcription

1 Brentwood Open Learning College Diploma in Marketing (Level 4) Course Structure & Contents Diploma in Marketing Course Structure Contents Page 1

2 Unit 1 to Marketing The unit 1 covers the following topics: Marketing Concepts (Production concept, Product concept, Sales concept, Marketing concept, Societal concept) The Marketing Mix Difference between Selling & Marketing Importance of Marketing Marketing Jobs Unit 2 Marketing Environment The unit 2 covers the following topics: The Marketing Atmosphere (The External Atmosphere, Situation Analysis) The Micro-Environment (The Opposition, Clients, Suppliers, Intermediaries, Publics) The Macro-Environment (Demographic factors, Economic Factors, Political Factors, Legal Factors, Socio-cultural factors, Ecological and geographical factors, Technological factors) The Internal Environment Unit 3 Markets and Market Segmentation The unit 3 covers the following topics: What is a Market? Market Types and Characteristics (Consumer Markets, Organisational Markets, Main Features of Organisational Markets) What is market Segmentation? Importance of Market Segmentation Requirements for Segmenting a Market Diploma in Marketing Course Structure Contents Page 2

3 Bases for Segmentation (Bases for Segmenting Consumer Markets, Geographic Segmentation, Demographic Segmentation, Psychographic Segmentation, Behaviouristic Segmentation, Bases of Segmenting Organisational Markets, Type of Customer, Customer Size, Type of Buying Situations) Unit 4 Consumer Behaviour The unit 4 covers the following topics: Meaning of Consumer Behaviour Importance of Understanding Consumer Behaviour Types of Consumers Buyer Versus User Factors Influencing Consumer Behaviour (Psychological Factors, Physiological Needs, Safety Needs, Social Needs, Esteem needs, Self-actualisation Needs, Personal Factors, Demographic Factors and Life-cycle Stage, Education and Occupation, Income, Personality, Life style, Social Factors, Reference Group, Family, Roles, Status, Opinion Leaders, Cultural Factors, Cultural Factors, Sub-Cultures, Social Class) Consumer Buying Process Unit 5 Market Research The unit 5 covers the following topics: The Need for Market Research The Research Process Approaching Respondents (Qualitative Research, Quantitative Research, Surveys, Interview technique, Sources of Bias, Sampling Bias, Interviewer Bias) Analysing the Results (Qualitative Data Analysis, Quantitative Data Analysis) Diploma in Marketing Course Structure Contents Page 3

4 Unit 6 Marketing Planning, Implementation and Control The unit 6 covers the following topics: The Marketing Planning Process The Marketing Audit Corporate Objectives Tactical Planning Promotional Strategies (Push Strategies, Pull Strategies) Setting the Budget Monitoring and Evaluating Marketing Performance Feedback Systems Unit 7 Product Development and Product Life Cycle The unit 7 covers the following topics: Value of Product Innovation New Product Development (Generating an Idea, Idea Vetting, Concept Development and Testing, Business Analysis) Product Development and Marketing Strategy Development (Market Testing, Commercialisation) Reasons for Product Failure Product Life Cycle (PLC) (Introductory Stage, Growth Stage, Maturity Stage, Decline or Obsolescence Stage) Marketing Strategies at Different Stages of PLC (Growth Stage, Maturity Stage, Declining Stage) Diploma in Marketing Course Structure Contents Page 4

5 Unit 8 Product Pricing Strategies The unit 8 covers the following topics: Function and Value of Price Pricing Objective (Profit-oriented Objectives, Sales Volume-oriented Objectives, Other Objectives) Factors Affecting Price Determination (Product value to the buyer, Product Costs, Types of Costs, Competition, Legal Considerations, Other Elements of Marketing) Basic Methods of Price Determination (Cost-oriented Pricing, Break-even Analysis and Target-profit Pricing, Demand-oriented Pricing, Differential Pricing, Competitionoriented Pricing, Going Rate Pricing) Unit 9 Branding and Packaging The unit 9 covers the following topics: Branding (Meaning and Importance, Brand Name versus Trade Mark, Advantages and Disadvantages, Advantage, Buyers, Sellers, Societal View, Disadvantages, Buyers, Sellers, Society, Branding Decisions, Selecting a Good Brand Name) Packaging (What is Packaging?, Packaging Industry, Functions of Packaging, Protection, Appeal, Performance, Convenience, Cost effectiveness, Criticism of Packaging, Legal Dimensions) Unit 10 Channels of Distribution The unit 10 covers the following topics: What is a Channel of Distribution? Functions of Channels of Distribution Diploma in Marketing Course Structure Contents Page 5

6 Channels of Distribution Used (Direct Channel, Indirect Channels, Channels of Distribution Used for Consumer Goods, Channels of Distribution Used for Industrial Goods) Factors Influencing the Choice of Channel (Product Considerations, Market Considerations, Middleman Considerations, Company Considerations) Unit 11 Crisis Public Relations Management The unit 11 covers the following topics: (Crisis Public Relation Management: The Context) Crisis Public Relations Management VS Operational Effectiveness Where do Crises come from? What are the real costs of a crisis?, Management distraction, Labour/employee concern, Political backlash, Legal actions, Customer reactions) Crises in action What actually happens and how does it feel? (Communicating during a crisis, Concern, Clarity, Control, Confidence, Competence) How will the media react? The internet and public relations crisis management How to Prepare for a Crisis (Crisis audit, Crisis manual, Crisis simulation and training) Key principles in crisis management (Crisis management principles, Centralize or at least control, Isolate a crisis team from daily business concerns, Assume a worst-case planning position, Do not fully depend on one individual, Always resist the combative instinct, Understand why the media are there, Remember all constituents (stakeholders), Contain the problem, Recognize the value of short-term) Unit 12 Personal Selling and Sales Promotion The unit 12 covers the following topics: What is Personal Selling? Importance of Personal Selling Selling Theories (The AIDA Theory, Right Set of Circumstances Theory, Buying Formula Theory) Diploma in Marketing Course Structure Contents Page 6

7 The Personal Selling Process (Prospecting, The Pre-approach, The Approach, The Presentation, Objection Handling, Closing the Sale, Follow up) Qualities of a Good Salesperson (Types of Personal Selling, Order Taking, Order Getting, Sales Support Positions, How Salespersons are Different from Others?, Qualities of a Good Salesperson) Sales Promotion (Importance of Sales Promotion, Limitations of Sales Promotion, Major Sales Promotion Tools, Consumer Promotion, Trade Promotion, Sales Force Promotions) Unit 13 Advertising and Publicity The unit 13 covers the following topics: What is advertising? (Salient features of the definition are as follows) Objectives of Advertising (Generalised Objectives, Specific Objectives, Communication Objectives of Advertising) Benefits of Advertising Parties Involved in Advertising (Advertisers, Advertising Agencies, Support Organisations, Media, Consumers) Advertising Media Decisions (Types of Media, Print Media, Newspapers, Magazines, Direct Media, Direct advertising Media, Direct Mail, Advertising specialities, Directory advertising, Outdoor Media, Neon signs and electric display, Exhibitions, Show-cases displaying, Media Selection) Publicity (What is Publicity?, Difference between Publicity and Advertising, Advantages and Limitations, Advantages, Limitations, Generating Publicity) Diploma in Marketing Course Structure Contents Page 7

8 Unit 14 Promotion Mix The unit 14 covers the following topics: Meaning and Importance of Promotion The Communication Process (Elements of Communication Process, Step in Communication Process, Identifying the Target Audience, Determining the Response Sought, Collecting Feedback) Concept of Promotion Mix? (Components of Promotion Mix, Comparison of the Components of Promotion Mix) Factors Affecting the Promotion Mix (Product Related Factors, Product type and unit price, Customer Related Factors, Organisation Related Factors, Marketing channel and promotion Strategy, Situation Related Factors) Diploma in Marketing Course Structure Contents Page 8