PROFESSIONAL DIPLOMA IN MARKETING AND SALES

Week 1 – What is marketing? What is a brand? Outline the marketing process, Outline the basics of marketing and how this creates customer value and engagement. Includes 4Ps of marketing.

Week 2 – Understanding marketplace and consumers. How critical it is to have the consumer at the heart of all marketing decisions. How to ensure you have the consumer’s voice – understanding consumer research, generating primary/ secondary information, conducting research, and interpreting results. How to use the information to gain consumer insight

Week 3 – Sales perspective, Role of the sales team. Pricing strategies and promotion.

Week 4 – Sales responsibilities – preparation and account management

Week 5 – Innovation – where, when, why, and how? – Look into innovation and explore the product life cycle to help analysis how and what type of innovation. New Product Development process

Week 6 – Engaging consumers Look at the whole marketing mix – promotional mix, the role of advertising, PR. The need for an integrated approach. How to start effective marketing communications.

Week 7 – Social/ digital marketing and sustainable marketing – Overview of digital & social marketing – rapid growth and how to market with the digital age. Review the growing importance and impact of ethical issues on a brand

Week 8 – Sales forecasting and budgeting

Week 9 – Legal and ethical issues in sales management

Week 10 – Review course