INTRODUCTION TO MARKETING
What is Marketing?
Introduction to the basic principles of marketing; Definition of marketing; The marketing process; Understanding customers and the marketplace; Marketing strategy; Managing relationships; The changing market.
Marketing Planning and Strategy
The importance of planning within business; Planning questions; The marketing planning process; The business mission; The business portfolio; Marketing audit; SWOT analysis; Marketing objectives; Partnering to build customer relationships; Marketing strategy and the marketing mix; Benefits and problems with marketing planning; Minimising marketing planning problems.
The Marketing Environment
The companies' microenvironments; the companies' macroenvironment; Economic environment; Natural environment; Political and social environment; Technological environment; Cultural environment; Responding to the environment.
Market Research and Marketing Information Systems
Definition of marketing information systems; The value of marketing research; Conducting market research; Types of marketing research; The marketing research process; Ethical issues in marketing research.
The relevance of consumer behaviour to marketing; Who buys?; The consumer decision-making process (How people buy); The marketing implications of the consumer decision-making process; Types of buying decision behaviour; Evaluation of high- versus low-involvement situations; Choice criteria; Influences on consumer behaviour.
Business Buyer Behaviour
Difference between consumer markets and business markets; Characteristics of business buying; The decision-making process for organisational products; Influences on business buyers; Purchasing practice developments; Managing relationships; Government markets; Institutional markets.
What is market segmentation and why do it?; How consumer markets are segmented; Segmenting business markets; Segmenting international markets; Target marketing; Target marketing strategies; Differentiation and positioning.
THE MARKETING MIX
Product and Brands
Definition of a product ; Product and service decisions; Branding; Packaging; Building strong brands; Labelling; New Product Development; Managing new-product development; Product Life Cycle Strategies.
Nature and characteristics of services; Managing customer relationships; Managing service quality; Managing service productivity; Managing service staff; The services marketing mix; Strategies for service companies; Marketing for non-profit organisations.
Pricing Decisions: What is a price; Setting the right price; Considerations affecting pricing decisions.
Pricing Strategy: New-product strategies; Product mix pricing strategies; Price-adjustment strategies; Price changes; Public policy and pricing
Advertising: The role of advertising; Integrating marketing communications; The communication process; Advertising strategy; Campaign development; Ethical issues in advertising
Personal Selling and Sales Management: What is personal selling?; Factors affecting sales; The personal selling process; Sale management; Ethical issues in sales management and personal selling.
Direct Marketing: Definition of direct marketing; The growth of direct marketing activity; Database marketing; Customer relationship marketing; Managing a direct marketing campaign; Media choices; Ethical issues in direct marketing.
Sales promotion: Definition of sales promotion types of sales promotion; Ethical issues in sales promotion
Online Marketing: Marketing and the internet; Online marketing domains; Setting up an online marketing presence.
Public Relations and publicity
The Importance of marketing channels; Channel behaviour; Channel organisation; Channel design decisions; Management decisions; Distribution decisions; Marketing Logistics.
Role of retailers; Types of retailers; Retail Marketing decisions.
What wholesaling includes; Types of Wholesalers; Wholesaler marketing decisions.
COMPETITION AND MARKETING
The importance of competitor analysis; Identifying competitors; Analysing competitors objectives, capabilities, strategies and strengths and weaknesses and reactions; Who to avoid and who to attack?; Competitive Intelligence System.
How to design a strategy to gain competitive advantage; Competitive strategies; Competitive positions; Market leader strategies; Market follower strategies; Market challenger strategies; Market niche strategies; How to balance competitor tracking and caring for customer needs.
Reasons why companies go global; Deciding which markets to enter; How to enter a foreign market; How to develop an international marketing strategy; International marketing mix decisions; Organising for international operations.
MARKETING ETHICS AND CORPORATE SOCIAL RESPONSIBILITY
Definition of sustainable marketing; The importance of green marketing; Social criticisms of marketing; Environmentalism; Consumerism; Principles of sustainable marketing; Marketing ethics.
Relationship between implementation, marketing strategy and performance; Stages experienced after disruptive change; Barriers to implementation; Forms of resistance; Implementation Strategies; Tactics to triumph over resistance; Organisational structures; Marketing control systems.
The Experience as the Brand
Experiential Objects, Live Brand Experiences, Your Brand becoming the Experience, Mark of the Brand, The Experience as the Brand; the Brand as the Experience, Creating positive word-of-mouth, Making friends with your Brand.
Experiential Marketing Frameworks
Framework for Managing Consumer Experiences, Experiential Marketing Framework, Strategic Experiential Models, What is an Experience, Experiences as Typologies of the mind, Strategic underpinning of Experiential Marking, Types of Experiences: Sense, Feel, Think, Act, and Relate.
Experiential Marketing Campaigns
Authentic Campaigns, Guerrilla Marketing, Buzz Marketing, Brand Ambassadors, Brand Evangelists, The Flash Mob, Promotional Techniques, Promotional laws (generic) and codes of practice.
Developing Experiential Marketing Campaigns
Experiential Marketing's place in the Marketing Mix, How is Experiential Marketing used in Campaigns, Elements of an Experiential Marketing Campaign, Experiential Objectives, Identify Target Markets, Selection of Live Media types, Cycle of the project, Strategy Development.
Doing Business on the Internet
Doing Business on the Internet, The Benefits on Online Marketing, Online Marketing Planning, Key Concepts in Internet Technology, Business Models on the Internet, Online Market Research.
Analysing the Web
Hits, Page View Analytics, Recording Visitor Statistics, Time of Visit, Keyword Phrase Used, IP Address Information, Arrival and Exit Pages, Logfile versus Page Tagging, Click Tracks and Google Analytics, Benefits of Web Analytics.
Promoting your Website
RSS Feeds, Public Relations Writing, Articles and Press Releases, Web Public Relations Campaign Management, Articles and Print Media, Press Release Writing, Successful Article Writing, Effective Press Releases, Media Outlets, Outsourcing, Dealing with Distribution Companies, Frequency of Press Releases and RSS Feeds.
Search Engine Optimisation
Introduction to Search Engine Optimisation: How people search the web, Determining your objectives and defining your site audience, Planning your SEO campaign, Keyword Generation, Adding Content and Meta Tags, Link Building, Developing an SEO Friendly Website, Optimising your site for Major Search Engines, Submitting your website URL to Search Engines, Local Business Listings, Pay Per Click and Google AdWords, Measuring your results - Web Metrics, Things to that might adversely affect your SEO, Working with SEO Plug-Ins
The Theory of E-Commerce
What is e-commerce?; Definitions; Advantages of e-commerce; Limitations of e-commerce; The 1st and 2nd waves of e-commerce; Categories of e-commerce; Methods of accepting payments online; Working with PayPal; Electronic Wallets; Metered Payments; Off the shelf e-commerce solutions.
Introduction to Web Site Design
What is HTML?; The structure of a HTML web page; Introduction to HTML Tags; The html, head, body and title Tags; Creating a basic HTML web page; Working with text; Basic formatting - the bold, italic and underline Tags; Other formatting Tags - the paragraph Tag and the Heading Tags; HTML Attributes; Working with Hyperlinks; Using colour in a web page; Working with Images; Formatting images for the web; HTML Lists - ordered Lists, Unordered Lists and Definition Lists; Creating Tables in HTML; Formatting Tables.
What is XHTML?; Why XHTML is important; Differences between HTML and XHTML.
What is CSS?; How does CSS work?; The three types of Cascading Style Sheets - In-Line CSS, Internal CSS and External CSS; Examples of formatting using CSS; Linking a web page to an external CSS page; Formatting the page with CSS; Font and Text formatting; Working with Links.
Sponsorship, Internal PR functions, Corporate Image, Press and Broadcast Media Relations, Client Relationships, Internal PR, Commissioning and Briefing Photographers, Supplying Material to the Press/Getting Material onto TV and Radio, Organising Seminars, Exhibitions and Conferences, Audio/Visual Aids, Writing Skills (Press Releases, Writing Feature Articles for the Press, In-house Journals and Newsletters), Crisis Management, Corporate Advertising, Brochures and Printing.
ONLINE PUBLIC RELATIONS
The Social Media Landscape
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
The Internet as a Media
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Public Relations and Search Engine Optimisation
PR tactics, Optimising your Campaign, the Google Factor, SEO Tactics, SEO Guidelines, Factors influencing SEO, on-page and off-page SEO, CMS, Link Building. Link Building guidelines.
Social Media and Public Relations Strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
Online Influences on Present Public Relations Practices
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.
Preparation and Research, Speech Content, Subject Matter and Objectives, Speech Delivery and Variety, Body Language, Eye Contact, etc., Presentation Aids e.g. Visuals, etc., Management of Locations and Audiences, Presentation Structure.
The project is an important part of the course. Each course participant is given a project brief. Participants are asked at the end of the course to produce a Marketing Proposal with their recommendations to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops proposal-writing and creative skills.
Methods of Training
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.
Fitzwilliam Institute Group maintains a panel of qualified Subject Experts.
Graduates from this programme will find the course very beneficial in terms of supporting their primary career and also providing a platform for new opportunities in the Marketing, Advertising, PR and E-Commerce sectors. The course also provides an excellent foundation for those who wish to pursue further study with any of the professional bodies or academic institutions.
Who Should Apply
Anyone working in Marketing, in an entry or support position, or those who wish to make a career change to Marketing. The course will also benefit anyone who has marketing as part of their job specification.
Successful candidates are awarded the Diploma in Marketing (Dip. Mkt.) at Pass, Credit or Distinction level. This course is certified by the Institute of Commercial Management and is both industry and internationally recognised in over 140 different countries worldwide.