Level 5 Higher Diploma in Marketing

The marketing function is one of the key functions which can contribute significantly to the profitability and sustainability of business organisations. This has led to an increasing demand for marketing education and the development of marketing programmes.

This Higher Diploma is designed to provide a more in depth understanding and application of marketing combining them with underpinning business administration to equip learners who are keen to take up employment in the marketing and business sector. Those who are keen to further their education can progress on to gain entry and acceptance into Year 3 of a relevant Bachelor degree.

Overall Programme Outcomes

On completion of this programme, learners should have:

• An in depth understanding of marketing and management theories, current issues of management, the development of conceptual frameworks to guide their application within organizations operating in an increasingly global and competitive environment
• Command of a range of competencies relevant to cross- border management, including inter-cultural awareness and understanding
• A coherent body of knowledge on economic, ethical, environmental, legal, political, sociological and technological factors together with their effects at local, national and international levels upon the marketing strategy, behaviour and management of organisations

Assessments

• Assessments are based wholly on course work, assignments and work based reports submitted by a learner.

Entry Requirements

• Completion of a level 4 qualification or equivalent
• Applicants may be admitted on evidence to show they are able to fulfill and benefit from the objectives of the programme and achieve the standards required via APL or APEL

Programme Structure

The Level 5 Higher Diploma accrues 120 credits over 8 Modules. Each Module carries 15 credits and is in:

• Module 1 – Branding
• Module 2 – Marketing Management
• Module 3 – Operations Management
• Module 4 – International Marketing
• Module 5 – International Business Environment
• Module 6 – People and Organisation
• Module 7 – Internet Marketing
• Module 8 – Managing People

Module 1 – Branding

On completion of this module, students will be able to:

• Examine the current debates over the nature and processes of branding and brand management including the global market
• Examine the components of brand equity and apply brand equity analysis
• Analyse the underlying psychological, sociological and anthropological aspects of branding and buyer behaviour
• Examine key models and frameworks to analyse and evaluate the nature of brand management

Module Content includes:

• Brand and Branding Concept
• Brand equity
• Consumer psychology and brands
• Brand identity and image, corporate identity
• Brand creation
• Brand extensions
• Brand portfolios
• Global branding issues
• Brand management and implications for communications strategy

Module 2 – Marketing Management

On completion of this module, students will be able to:

• Evaluate and challenge prevailing marketing theories;
• Discuss, develop and analyse marketing strategies; and
• Develop, analyse and present marketing plans and reports.

Module Content includes:

• Marketing Planning Theories and Models.
• Situation Analysis.
• Marketing Strategies and Programmes.
• Marketing Organisation and Control.
• Formulating a Marketing Plan

Module 3 – Operations Management

On completion of this module, students will be able to:

• To recognise the importance of effective operations management to an organisation; and
• To create, maintain and improve the necessary conditions for productive work.

Module Content includes:

• What is Operations Management?
• Operations and Strategy – including possible contractual/partnership relationships
• Operations Performance Objectives
• Managing Process Design
• Managing Quality
• Managing Capacity
• Managing Materials
• Managing Work and Work Systems
• Managing Change

Module 4 – International Marketing

On completion of this module, students will be able to:

• Analyse Global competitive, economic, social, cultural, legal, regulatory, and financial environments that impact on international marketing management;
• Evaluate issues in the global marketing mix decisions of product, price, place and promotion;
• Appraise Strategic alternatives for global sourcing, and global market entry and expansion, and the factors influencing the choice of these alternatives; and
• Analyse how multinational firms manage and organise their global marketing activities.

Module content includes:

• Introduction to global marketing.
• Global marketing planning.
• Market environmental scan.
• Global marketing information systems & research.
• Global segmentation, targeting & positioning.
• Alternative strategies for global market entry & expansion.
• Competitive analysis & strategy.
• Co-operative strategies & global.
• Product and Pricing decisions.
• Channel decisions.
• Global marketing communication decisions
• Advertising

Module 5 – International Business environment

On completion of this module, students will be able to:

• Identify and explain the fundamental aspects of an Integrated Marketing Communications strategy
• Discuss the strengths and weaknesses of different marketing communications strategies and tools and the metrics used for measuring communication effectiveness
• Describe how consumer insights are minded to develop a communications/promotional strategy and how this strategy is executed across various channels and media

Module content includes:

• Introduction to and overview of the international business environment
• The cultural environment
• The political and legal environment
• The economic environment
• Government and parasternal influences on trade and investment
• Corporate trade and investment issues and international marketing.
• Business-government relations
• The international financial environment, currency and capital market issues
• International market selection

Module 6 – People and Organisation

On completion of this module, students will be able to:

• Analyse the effect to psychological and social process on process on individual and group behaviour
• Demonstrate the ability to incorporate insights of various influential theories of management and Organizational behaviour in work situations
• Diagnose the cause, consequences, and implication of Organizational decisions and actions to bring about improvements in the organization
• Learn how Organisational change affects all aspects of the organization from the individual to the group to the structure and culture of organisation

Module content includes:

• Introduction
  • Management: An applied Behavioural Sciences Approach. Managing in rapidly changing world
  • Challenging and Opportunities for Organizational Behaviour
• The individual
  • Personality, Principles, and Ethics. The importance of Learning
  • Motivation
  • Stress Management.
• The group
  • Teamwork
  • Leadership
  • Power and Politics
  • Conflict and Negotiation.
• The organisation
• Work Design and Technology
• Organisational Culture
• Organisational Change

Module 7 – Internet Marketing

On completion of this module, students will be able to:

• Identify the key components of marketing strategy and evaluate the extent to which digital technologies change existing marketing models
• Examine how new models and strategies can be applied to effectively use digital technologies
• Analyse the impact digital technologies have on consumer behaviour; consumer research and customer relationships
• Identify best practice in designing the digital customer experience online;
• Demonstrate how Social Media Marketing can be successfully employed

Module content includes:

• Digital Marketing Fundamentals
  • The Digital Environment: Online market place analysis & models. The rate of environment change. Social Factors, Legal and ethical issues of internet usage. Technological factors, Economic Factors and Political Factors
  • Strategic Marketing Objectives: Setting objectives, what can your digital presence accomplish?
  • The Digital Marketing Mix: The 4 P’s revisited; Services marketing mix and a final P for Partnerships Digital Consumers
  • The Digital Consumer: Online information processing; online buying process; researching the digital consumer
  • The Relationship: Relationship marketing, Database marketing, e-CRM
• Digital Marketing Mix: IMC Owned, Paid and Earned
  • Paid: Planning, Managing & optimising campaigns. SEM/ SEO SEM / SEO Defined Adwords Overview. Google Online Marketing Challenge. Affiliate Marketing and online partnerships, Email, Interactive Display Advertising and Real Time Bidding
  • Earned: Using Social Media; Viral and WOM in action
  • Owned: Your Website, Website Design and Build, Initiation of website projects, Designing the user experience, Developing & Testing of Content, Online Retail merchandising
• Digital Marketing Strategy
  • Goals of interactive marketing communications, Goal Setting & Tracking, Campaign Insight Budgeting & Selecting the Digital Mix, Integration into overall plan. Performance Management

Module 8 – Managing People

On completion of this module, students will be able to:

• Demonstrate understanding of the implications of HR decisions on the workforce and the organisation; and
• Develop a critical awareness and understanding of current theory and good practice in the management of people

Module content includes:

• Introduction to people management, the importance of the human resource to effective organisational performance; the distinction between specialist HR and line management responsibilities.
• HRP, flexibility, recruitment and selection.
• Managing reward, performance & conduct.
• Employee development.
• Managing health & safety, managing stress.
• Diversity management.
• Generating commitment through involvement.
• Employee relations.
• Contemporary issues