Professional Courses

By the end of this qualification, you should:

• Understand the function of marketing and its role in an organisation
• Know about the seven Ps (product, price, place, promotion, people, physical evidence and process) and how to apply the marketing mix
• Understand more about customers and managing customer relationships
• Be able to communicate to both internal and external customers using a variety of means

Modules for this course include:

What is Marketing?

This unit seeks to provide the backdrop to the importance of marketing in terms of what marketing is and how it is defined. This unit focuses on the role of marketing, its cross-functional importance and its contribution to business success. It also looks at the role of marketing as a service provider within the organisation. The unit provides a basic understanding of the internal and external marketing environment and the marketing mix, with consideration of how these factors differ from one sector to another. This unit provides the foundations needed for the functional and aspirational goals of the market at Level 3, whilst giving explanation to the language and terminology of marketing. By the end of this unit, studying members should be able to demonstrate a sound knowledge and understanding of marketing and its contribution to organisational success. This module is assessed by an online computer based exam.

By the end of this unit, students should be able to:

Understanding Customer Relationships

By the end of this course, you should be able to:

• Understand the function and fundamentals of marketing
• Know the many different ways of understanding and communicating with customers, and the function these methods serve
• Understand your organisation’s marketing environment, its many constituent parts, and how they work in unison
• Apply practical knowledge, including collecting and analysing data, and establishing marketing budgets

Modules for this course include:

Marketing Essentials

Market Information and Research

Assessing the Marketing Environment

The aim of this unit is to provide an understanding on the nature and scope of the internal and external marketing environment with broad consideration of the impact of international and globalmarketing. The unit seeks to provide an overview of the significance of the marketing environment within the confines of the PESTEL model, with consideration of issues including environmental and economic sustainability. It will address key characteristics of the marketing environment and how an organisation responds to them. On completion, students should be able to demonstrate a detailed understanding of the external,internal, micro and macro environment. This should include consideration of the key controllable and uncontrollable drivers of change. This unit is assessed by a three hour examination.

By the end of this unit, students should be able to:

Stakeholder Marketing

The focus of this unit is to recognise the nature and scope of an organisation's diverse range of stakeholders and their relative importance to the marketing process and the market orientated organisation. It demonstrates how to manage stakeholder relationships effectively by using an influential marketing mix that satisfies stakeholder needs in line with the organisation's objectives. Emphasis is placed on developing approaches to establish effective communication with stakeholders, coordinated for maximum influence and effect. On completion, students should be able to demonstrate a thorough understanding of the importance and status of different stakeholder groups and the priorities for managing an effective marketing and communications mix to aid relationship development. This unit is assessed by assignment.

By the end of this unit students, should be able to:

The course focus moves from the theoretical aspects of marketing towards the many skills needed to manage the function itself – including elements ranging from channel management to communications, along with specialist areas like new product development. As a result, it will enable you to write and implement a marketing plan.  This course will also allow you to gain the marketing skills needed at an operational level to maximise business opportunities.

By the end of this qualification, you should be able to:

• Understand the function and fundamentals of marketing in some depth
• Know the many different ways of understanding and communicating with customers, and the function these methods serve
• Understand your organisation’s marketing environment, its many constituent parts, and how they work in unison
• Apply practical knowledge – including the collecting and analysing of data, and the establishment of marketing budgets

Modules for this course include:

The Marketing Planning Process

This unit is designed to provide a detailed understanding of marketing planning, including the synergistic planning process and its links with the delivery of marketing strategy. It also considers a thorough assessment of the dynamic and complex nature of the marketing environment and its impact on developing marketing plans to achieve strategic outcomes and competitive advantage in the market place.

The unit includes significant consideration of segmentation, targeting and positioning, with a view to developing sophisticated approaches to targeting customers and the development of effective positioning strategies, all based upon a sound assessment of market segment opportunities and value. By the end of this unit, students should be able to apply the concept of the marketing planning process to a variety of organisational contexts and sectors, and to account for their varying goals when developing marketing plans. They should be able to demonstrate their ability to relate the challenges posed by a dynamic marketing environment to the marketing planning needs of different organisations and to devise appropriate, innovative positioning strategies in response to environmental changes. This module is assessed by assignment.

By the end of this unit, students should be able to:

Delivering Customer Value through Marketing

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.

The unit examines the use of the marketing mix to achieve an organisation’s corporate and marketing objectives, and to deliver marketing activities which reflect the desired positioning of the organisation’s products and services in addition to its brand values. By the end of the unit, students should be able to apply the marketing mix and determine strategies that deliver highly effective and competitive marketing activities that meet customer needs and organisational objectives, in different organisational contexts and sectors. Students should be aware that the unit addresses marketing in the context of both domestic and international activities. This module is assessed by a three hour case study exam.

By the end of this unit, students should be able to:

Managing Marketing

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 different approaches to measuring and monitoring marketing activities.

The unit also features developing and managing marketing teams, which includes coordinating 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. By the end of this unit, students should be able to demonstrate how they would approach the management of the marketing function and its associated marketing teams, including effective resource and financial management. This module is assessed by assignment.

By the end of this unit, students should be able to:

Project Management in Marketing

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 prioritising them on the basis of how well they fit with market conditions, organisational 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. By the end of this unit, students should be able to develop an effective business case within different organisational contexts and justify their project proposals in terms of fit with the marketing strategy, evaluation of risk and the effective use of organisational capacity and capability. This module is assessed by assignment.

By the end of this unit, students should be able to:

The Chartered Postgraduate Diploma In Marketing is a challenging marketing qualification that demonstrates specialist professional knowledge across many areas and a route to Chartered Marketer status.

The qualification aims to enable marketers to champion the customer experience and exert a strong influence on the organisation to adopt a customer orientation, contribute along with other directors and senior managers to its competitive strategy, align the organisation's activities to the customer, and manage the organisation's marketing activities.

Modules in this course include:

Emerging Themes

The purpose of this unit is to broaden your interest in contemporary developments that are likely to have an impact, either directly or indirectly, on how to successfully practice marketing at a strategic level. This course will also foster the ability to anticipate and adapt to change, and to inspire others to change – both of which are key attributes of successful strategic managers. This module is assessed by assignment.

By the end of this unit, you should have gained an understanding in:

• Changes in political governance systems and political focus, such as devolution and network governance
• Contemporary economic opportunities and challenges
• Social change at local and global levels, including changing demographics, migration and health
• Emerging technologies such as social networking
• Environmental challenges including climate change
• Methods for gathering macro‐level intelligence
• Changes in consumer behaviour
• Changes in the nature and structure of competition
• Macro‐environmental emerging themes and their potential impact on specific sectors or industries
• Changes in nature and structure of supply chains

Market Leadership & Planning

This unit enables students to develop high level marketing strategies that incorporate corporate and business strategic intent in the short, medium and long term. As a fundamental part of the unit, students will consider how strategies impact on the organisation as a whole and what considerations need to be made when preparing and writing strategies. This may include internal marketing, relationship marketing, developing market orientation, leadership and change management. This module is assessed by assignment.

By the end of this unit, you should able to:

• Develop effective high level marketing strategies relating to an organisation’s corporate and business strategic intent
• Demonstrate how these strategies will deliver growth and expansion, incorporating the role of CSR, ethics and key strategic decisions
• Develop strategic marketing plans to support the delivery of an organisation’s value proposition, in order to develop effective, innovative and creative plans to deliver strategies and sophisticated change management programmes
• Use the strategic audit of an organisation to develop strategic options for the organisation and underpin the marketing planning process
• Demonstrate a detailed understanding of the strategic issues concerning leadership and ethical behaviour
• Critically evaluate links between the corporate strategy and marketing strategy
• Understand the ways of delivering an organisation’s corporate mission and vision effectively
• Develop marketing strategies to establish an organisation’s competitive and sustainable marketing
• Implement relationship strategies to achieve the organisation’s strategic intent and deliver its value proposition
• Develop strategic but operational marketing plans at an organisational level using synergistic planning processes, taking account of different planning frameworks and ensuring they are within the resource capabilities of an organisation
• Determine the most appropriate organisational structures for market‐oriented organisations and changing organisations, whilst evaluating the resource implications and requirements
• Develop sustainable competitive advantage through suitable approaches to leadership and innovation
• Assess the link between change programmes, marketing activities and shareholder value, show how these can contribute to an organisation’s ongoing success, and evaluate the concepts of power, trust and commitment in the context of negotiating change with key stakeholders

Managing Corporate Reputation

Managing Corporate Reputation is a new and important topic on the CIM syllabus. How to manage corporate responsibility is a rapidly emerging subject that is drawing the attention of practitioners, academics and media commentators. Its prominence is partly due to the recognition of the holistic function of the subject and the way it draws together different strands of an organisation’s activities in order that the corporate body can be perceived positively. It is also important because the prevailing market conditions mean that more organisations will be forced to reconsider their use of resources and the way they compete in tight markets. This module is assessed by assignment.

The unit is designed to prepare candidates to undertake the management of an organisation’s reputation. It cannot provide the full training necessary to head up individual functions such as corporate communication, the corporate brand or public relations, but it does provide direction, knowledge, and understanding into the different elements that constitute an organisation’s reputation. The workshops and assessment tasks provide direct experience of some of the issues associated with managing reputation.

By the end of this unit, you should be able to:

• Understand the way organisations develop their identities and how some organisations use these to shape particular images and assign reputational status
• Explore the elements that contribute to the identity that an organisation projects to its stakeholders
• Understand the link between how an organisation wants to be seen and how it is seen
• Assist candidates to develop an holistic perspective of an organisation to the extent that it will help them to manage the organisation’s reputation, strategically

Analysis & Decision

Studying for the Diploma in Marketing Communications gives you:

• An in-depth understanding of the role and relationship between the elements of the marketing communication mix
• A detailed insight into the value and importance of marketing communications for your organisation's success
• The know-how to develop and implement an integrated approach to your marketing communications activity
• Access to a variety of valuable support for your professional life, through your CIM Membership, such as business intelligence, career advice on tap, plus industry news and views

By the end of this qualification, you should be able to:

• Develop marketing communications and brand support activities based on your understanding of market and consumer behaviour
• Demonstrate the skills needed to devise, execute and analyse a PR plan
• Explain the roles of direct marketing and sales promotion, as well as manage and maintain a marketing database
• Demonstrate good all-round knowledge of the advertising industry, and how successful advertising should be applied in practice
• Understand the role of all media in effective marketing

Modules in this course include:

Marketing and Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary to manage marketing communications and brand support activities within organisations. It explains the links between communications and marketing, providing knowledge of fundamental theories of consumer behaviour. This module is assessed by assignment.

By the end of this course, you should be able to:

• Explain the role of the marketing and communications plan within the context of strategy and culture
• Understand the marketing planning process and the links between each stage of the process
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated
• Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders
• Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix
• Suggest suitable methods to influence the relationships an organisation has with its customers, channel partners and other stakeholders

Advertising

This unit aims to provide you with the knowledge and understanding of the function of advertising within the marketing mix, communications mix and within society as a whole. This unit also covers the advertising process, advertising planning, and how to measure effectiveness. This module is assessed by a two hour examination.

By the end of this unit, you should be able to:

• Explain the role and structure of advertising in the marketing mix, the communications mix and society
• Explain the structure of the advertising industry and be able to identify the relationships between the advertiser, advertising agencies, suppliers, and media owners
• Set appropriate advertising objectives, strategies and budgets
• Understand how to plan strategies for creative and media execution
• Describe the controls on advertising, including social acceptability, legal controls and voluntary constraints, while being able to apply them to given advertisements
• Select appropriate methods for measuring the effectiveness of advertising

Public Relations

This unit provides you with an understanding of the public relations role, while providing an understanding of all means of communication with which the public can be reached. This unit will also provide knowledge of the organisational and professional context in which PR professionals operate. This module is assessed by a two hour examination.

By the end of this unit, you should be able to:

• Explain the various definitions of public relations and the varying ways in which PR is practiced in both a consultancy and in-house context
• Explain and work within the legal and self-regulatory constraints
• Analyse and evaluate a range of contemporary PR techniques
• Explain the media channels employed in public relations in different contexts
• Analyse situations and suggest appropriate plans of PR action within cost and time parameters
• Illustrate the relevance of techniques for other allied disciplines, such as psychology, neuroscience, and advertising

Direct Marketing & Sales Promotion

This unit provides you with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational level. This includes the knowledge and skills to develop direct marketing and sales promotion campaigns within legal and regulatory constraints. This module is assessed by a two hour examination.

By the end of this unit, you should be able to:

• Describe the relationship of direct marketing with other marketing communications tools
• Explain the role of sales promotion, merchandising, point of sale and field marketing in the context of various sectors and audiences
• Develop, manage and maintain a marketing database
• Devise, implement and control appropriate direct marketing and sales promotion campaigns to meet defined objectives
• Justify and manage budgets for individual campaigns
• Apply the principles of testing, measurement and financial controls
• Explain the ethical, legal and self-regulatory environment around the disciplines of direct marketing and sales promotion

Integrated Media

This unit provides you with the knowledge of various media within the marketing and communications mix. This unit also covers media selection, planning and how to measure effectiveness. This module is assessed by assignment.

By the end of this unit, you should be able to:

• Explain the role of different media in the marketing and communications mix
• Identify the relationships between the advertiser, advertising agencies, media buying and media planning agencies, and media owners
• Set appropriate objectives and strategies and allocate budgets for different media
• Present an overview of media and their characteristics, including electronic media
• Demonstrate an understanding of media planning and selection
• Select appropriate methods for measuring the effectiveness of media

Digital marketing is now at the heart of customer-centric communications. Our qualifications will ensure that you are equipped to deal with this shift, allowing you to capitalise on the new business opportunities.

Modules for this course include:

Digital Marketing Essentials Award

This unit shows you how to plan, implement and monitor digital tools. Teaching and assessment covers SEO, Pay Per Click (PPC), ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. Course work looks at digital metrics in the form of VOC, A/B Tests and usability studies. Legislations, regulations and codes of practice are further examined. On completion, you will be able to explain the importance of digital tools, the role of the essential elements of digital campaigns and the links between them, and how digital communications can be coordinated effectively. Students will also be able to evaluate and recommend improvements to a current digital communications campaign, and explain how digital communications can be measured and monitored effectively. This module is assessed by assignment.

By the end of this unit, students should be able to:

Digital Marketing Planning Award

The unit provides you with the skills and knowledge required to understand the fundamental planning concepts for an online organisation, together with key factors in implementation, measurement and evaluation of successful campaigns. It will cover a range of environmental factors, both internal and external, that will shape and influence the digital marketing planning process. Various e‐business models will also be explored. In addition, similarities and differences covering the mix elements in traditional and digital marketing will be addressed, along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security. This module is assessed by assignment.

By the end of this unit, students should be able to:

Marketing and Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary to manage marketing communications and brand support activities within organisations. It explains the links between communications and marketing, and provides knowledge of fundamental theories of consumer behaviour. This module is assessed by assignment.

By the end of this course, you should be able to:

• Explain the role of the marketing and communications plan within the context of strategy and culture
• Understand the marketing planning process and the links between each stage of the process
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated
• Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders
• Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix
• Suggest suitable methods to influence the relationships an organisation has with its customers, channel partners and other stakeholders

Upon achievement of this qualification you should be able to:

• Appraise the interaction between online and offline communication in meeting communication objectives
• Identify and explain how the communications mix (including digital media) can be applied to different marketing channels and situations in order to achieve marketing objectives
• Explain the importance of various psychological and sociological concepts in helping to understand purchase, usage and disposal of products and services, and how this knowledge helps develop communications strategies
• Explain the advantages and disadvantages of using different media in relation to digital marketing
• Review the role of branding communications in the digital and offline arena
• Demonstrate an understanding of the application of different advertisement types available
• Understand buzz words like micro-blogs, advergaming, virtual worlds, KPIs and skyscrapers

Modules for this course include:

Integrating Digital Media and Branding Award

This unit provides a good understanding of the fragmented nature of media management. It will communicate the skills and knowledge that are necessary in evaluating and integrating brand propositions, both online and offline.  Its four key sections are comprised of offline media, online media, integrated communications and key performance indicators. On completion, students should be able to evaluate the importance of integrating diverse media, analyse the challenges of integrating communications, discuss the new role of social media and networks, employ an integrated approach to creating, sustaining and promoting a brand, appraise mobile devices and converging technologies, and evaluate the role of key performance indicatorsin Integrated Marketing Communications. This module is assessed by assignment.

By the end of this unit, students should be able to:

Digital Marketing Essentials Award

This unit shows you how to plan, implement and monitor digital tools. Teaching and assessment covers SEO, Pay Per Click (PPC), ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. Course work looks at digital metrics in the form of VOC, A/B Tests and usability studies. Legislations, regulations and codes of practice are further examined. On completion, you will be able to explain the importance of digital tools, the role of the essential elements of digital campaigns and the links between them, and how digital communications can be coordinated effectively. Students will also be able to evaluate and recommend improvements to a current digital communications campaign, and explain how digital communications can be measured and monitored effectively.This module is assessed by assignment.

By the end of this unit, you should be able to:

Marketing and Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary to manage marketing communications and brand support activities within organisations. It explains the links between communications and marketing, and provides knowledge of fundamental theories of consumer behaviour. This module is assessed by assignment.

By the end of this module, you should be able to:

• Explain the role of the marketing and communications plan within the context of strategy and culture
• Understand the marketing planning process and the links between each stage of the process
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated
• Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders
• Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix
• Suggest suitable methods to influence the relationships an organisation has with its customers, channel partners and other stakeholders

Upon achievement of this qualification, you should be able to:

• Explain contemporary digital concepts
• Identify how digital concepts can challenge and complement traditional communications
• Distinguish conventional marketing techniques from digital techniques
• Describe the hardware and software available to the digital marketing manager
• Understand buzz words like PFI, PFP, stuffing, optimisation, and Delphi
• Discuss the essential points of digital campaign management and the techniques available
• Apply skills and knowledge to implement and evaluate digital communications projects
• Explain the importance and risks of consumer generated media, social networks and social media and how to manage these risks

Modules for this course include:

Implementing Digital Campaigns Award

This unit will provide insight, skills and knowledge to implement digital communications projects. This will centre on the exploration of new models and approaches that are now governing digital communications. These include Web 2.0 and 3.0, social networking, blogging, and subscription-based tools.  This unit also features a future trends section which will consider Web 4.0, new influence models, and the growing impact of neuroscience. On completion, students should be able to understand the advances in digital communications techniques, explain contemporary digital concepts, recommend and apply digital tools, plan and execute digital campaigns, explain how digital communications are controlled or constrained, and evaluate the likely developments in the sphere of digital communications. This module is assessed by assignment.

By the end of this unit, students should be able to:

Digital Marketing Essentials Award

This unit shows you how to plan, implement and monitor digital tools. Teaching and assessment covers SEO, Pay Per Click (PPC), ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. Course work looks at digital metrics in the form of VOC, A/B Tests and usability studies. Legislations, regulations and codes of practice are further examined. On completion, you will be able to explain the importance of digital tools, the role of the essential elements of digital campaigns and the links between them, and how digital communications can be coordinated effectively. Students will also be able to evaluate and recommend improvements to a current digital communications campaign, and explain how digital communications can be measured and monitored effectively.This module is assessed by assignment.

By the end of this unit, students should be able to:

Marketing and Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary to manage marketing communications and brand support activities within organisations. It explains the links between communications and marketing, and provides knowledge of fundamental theories of consumer behaviour. This module is assessed by assignment.

By the end of this module, students should be able to:

• Explain the role of the marketing and communications plan within the context of strategy and culture
• Understand the marketing planning process and the links between each stage of the process
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated
• Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders
• Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix
• Suggest suitable methods to influence the relationships an organisation has with its customers, channel partners and other stakeholders

Upon achievement of this qualification, you should be able to:

• Evaluate the relevant tools and concepts used in online marketing
• Measure and monitor the impact of online marketing tools
• Appraise the range of methods and approaches to gaining insight into the online landscape
• Distinguish web analytics from social media monitoring and learn how to manage both tools in the short and long term
• Understand buzz words like radio buttons, panels, VOC, usability studies, scraping and cloaking
• Discuss the essential points of managing insight and the techniques available
• Explain the current and future roles of digital campaign elements and describe the links between them
• Analyse the way in which KPIs are used by organisations to improve performance in the digital environment

Modules in this course include:

Web Analytics and Social Media Monitoring Award

The unit will explore basic online research principles and examine themes related to web analytics and social media monitoring. Web analytics reviews the effectiveness of company communications and customer interactions on a range of digital marketing platforms including websites, social media presences and mobile marketing. Social media monitoring involves using tools to listen to conversations about a brand across digital platforms and taking appropriate action.

The unit focuses on developing an understanding of key performance indicators (KPIs), selecting measurement tools, analysing reports to improve performance and creating tests to improve owned and bought media messages. This module is assessed by assignment.

By the end of this unit, you will be able to:

• Assess a range of digital marketing research methodologies and techniques, and their suitability for improving marketing performance against objectives
• Identify appropriate KPIs, reports and tools to review and improve digital marketing effectiveness in large, medium and small sized enterprises
• Evaluate and improve return on investment in digital marketing through the use of web analytics and social media monitoring techniques

Digital Marketing Essentials Award

This unit shows you how to plan, implement and monitor digital tools. Teaching and assessment covers SEO, Pay Per Click (PPC), ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. Course work looks at digital metrics in the form of VOC, A/B Tests and usability studies. Legislations, regulations and codes of practice are further examined. On completion, you will be able to explain the importance of digital tools, the role of the essential elements of digital campaigns and the links between them, and how digital communications can be coordinated effectively. Students will also be able to evaluate and recommend improvements to a current digital communications campaign, and explain how digital communications can be measured and monitored effectively. This module is assessed by assignment.

By the end of this unit, students should be able to:

Marketing and Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary to manage marketing communications and brand support activities within organisations. It explains the links between communications and marketing, and provides knowledge of fundamental theories of consumer behaviour. This module is assessed by assignment.

By the end of this course, you should be able to:

• Explain the role of the marketing and communications plan within the context of strategy and culture
• Understand the marketing planning process and the links between each stage of the process
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated
• Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders
• Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix
• Suggest suitable methods to influence the relationships an organisation has with its customers, channel partners and other stakeholders

After completing this qualification, you should be able to:

• Appraise the range of opportunities in the mobile landscape and the different approaches to marketing in this sector
• Analyse the way in which smartphones and apps have changed creative thinking in the digital environment
• Understand buzz words, like augmented reality, QR codes, interstitials and proximity marketing
• Recommend ways to execute a mobile communications campaign
• Discuss the key stages of mobile campaign planning, and the techniques available
• Explain the current and future role of digital campaigns
• Apply relevant tools and concepts used to measure and monitor an annualmobile marketing plan

Modules for this course include:

Mobile Marketing in Practice Award

This unit will provide an introduction to good practices in mobile marketing and explore how it fits within the communications mix. It will also look at ways in which mobile marketing can be maximised and measured. This module is assessed by assignment.

By the end of this unit, students should be able to:

• Define the concept of mobile marketing, and describe its evolution with respect to hardware, software, service provision, supply, and as a medium for advertising and communication
• Assess the range of marketing opportunities that a mobile environment provides
• Assess the reasons why mobile devices are used and the resulting impact on marketing communications
• Plan and evaluate mobile marketing activities
• Design and develop a marketing concept using a mobile application
• Describe future developments in mobile marketing

Digital Marketing Essentials Award

This unit shows you how to plan, implement and monitor digital tools. Teaching and assessment covers SEO, Pay Per Click (PPC), ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. Course work looks at digital metrics in the form of VOC, A/B Tests and usability studies. Legislations, regulations and codes of practice are further examined. On completion, you will be able to explain the importance of digital tools, the role of the essential elements of digital campaigns and the links between them, and how digital communications can be coordinated effectively. Students will also be able to evaluate and recommend improvements to a current digital communications campaign, and explain how digital communications can be measured and monitored effectively. This module is assessed by assignment.

By the end of this unit, students should be able to:

Marketing & Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary to manage marketing communications and brand support activities within organisations. It explains the links between communications and marketing, and provides knowledge of fundamental theories of consumer behaviour. This module is assessed by assignment.

By the end of this unit, you should be able to:

• Explain the role of the marketing and communications plan within the context of strategy and culture
• Understand the marketing planning process and the links between each stage of the process
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated
• Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders
• Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix
• Suggest suitable methods to influence the relationships an organisation has with its customers, channel partners and other stakeholders

Modules for this course include:

Integrating Digital Media and Branding Award

This unit provides a good understanding of the fragmented nature of media management. It will communicate the skills and knowledge that are necessary in evaluating and integrating brand propositions, both online and offline.  Its four key sections are comprised of offline media, online media, integrated communications and key performance indicators. On completion, students should be able to evaluate the importance of integrating diverse media, analyse the challenges of integrating communications, discuss the new role of social media and networks, employ an integrated approach to creating, sustaining and promoting a brand, appraise mobile devices and converging technologies, and evaluate the role of key performance indicators in Integrated Marketing Communications. This module is assessed by assignment.

By the end of this unit, students should be able to:

Implementing Digital Campaigns Award

This unit will provide insight, skills and knowledge to implement digital communications projects. This will centre on the exploration of new models and approaches that are now governing digital communications. These include Web 2.0 and 3.0, social networking, blogging, and subscription-based tools.  This unit also features a future trends section which will consider Web 4.0, new influence models, and the growing impact of neuroscience. On completion, students should be able to understand the advances in digital communications techniques, explain contemporary digital concepts, recommend and apply digital tools, plan and execute digital campaigns, explain how digital communications are controlled or constrained, and evaluate the likely developments in the sphere of digital communications. This module is assessed by assignment.

By the end of this unit, students should be able to:

Advertising

This unit aims to provide you with the knowledge and understanding of the function of advertising within the marketing mix, communications mix and within society as a whole. This unit also covers the advertising process, advertising planning, and how to measure effectiveness. This module is assessed by a two hour examination.

By the end of this unit, students should be able to:

• Explain the role and structure of advertising in the marketing mix, the communications mix and society
• Explain the structure of the advertising industry and be able to identify the relationships between the advertiser, advertising agencies, suppliers, and media owners
• Set appropriate advertising objectives, strategies and budgets
• Understand how to plan strategies for creative and media execution
• Describe the controls on advertising, including social acceptability, legal controls and voluntary constraints, while being able to apply them to given advertisements
• Select appropriate methods for measuring the effectiveness of advertising

Public Relations

This unit provides you with an understanding of the public relations role, while providing an understanding of all means of communication with which the public can be reached. This unit will also provide knowledge of the organisational and professional context in which PR professionals operate. This module is assessed by a two hour examination.

By the end of this unit, students should be able to:

• Explain the various definitions of public relations and the varying ways in which PR is practiced in both a consultancy and in-house context
• Explain and work within the legal and self-regulatory constraints
• Analyse and evaluate a range of contemporary PR techniques
• Explain the media channels employed in public relations in different contexts
• Analyse situations and suggest appropriate plans of PR action within cost and time parameters
• Illustrate the relevance of techniques for other allied disciplines, such as psychology, neuroscience, and advertising

By the end of this qualification, you will be able to:

Organisational Resource Management

In this module, course participants will be introduced to various approaches to human resource management used to aid the development of business strategy, with particular emphasis on understanding the need to establish appropriate alignment between an organisation’s corporate strategy and objectives, and its human resource strategy. Candidates will be given the opportunity to design human resource strategies for organisations confronting mergers, acquisitions, strategic alliances and joint ventures.

In addition, the contribution of marketing planning to the processes of strategy development is explored. On a practical dimension, candidates will be encouraged to implement marketing plans and apply portfolio models to the analysis of markets and competitors.

In order to analyse the linkages between marketing and operations in manufacturing, service and not-for-profit organisations, candidates will learn how to differentiate appropriate marketing strategies and evaluate approaches to matching operational capacity to demand through manufacturing technology, cost management, quality, etc.

Finally, candidates will analyse and evaluate current technologies and their use as a platform for e-marketing and e-commerce, and the use of database marketing and data mining in focusing marketing operations.

By the end of this module, you should be able to:

• Critically evaluate, appraise and analyse the management of human resources to aid the development of business strategy within an organisation
• Critically evaluate strategies for people recruitment, retention, training, learning and development which maximise the skills and contributions of people
• Critically appraise strategies for positive employee relations, performance management and reward
• Understand and critically appraise the importance of marketing within the development of business plans and strategies

Assessment:

The module will be assessed by a 5,000 word assignment.

Management of Financial Resources and Planning

In this module, course participants will explore methods by which resources are allocated and controlled effectively and efficiently within strategic implementation (such as budgeting, measurement, and control systems), evaluate strategic investment opportunities, financially appraise alternative strategic proposals and critically debate the tensions between financial and strategic objectives.

The role and importance of the international financial environment and financial markets will be evaluated along with a range of international investment decisions available to multinationals and overseas subsidiaries.

On a practical note, candidates will learn how to prepare and present strategic management accounting information, prepare and utilise risk management reports and apply techniques for evaluating environmental risk.

By the end of this module, you should be able to:

• Critically consider the impact of resource decisions, both internally and externally, on an organisation‘s performance and effectiveness
• Critically evaluate, appraise and analyse financial data, techniques and tools to aid decision-making in business strategy and planning
• Evaluate, appraise and analyse international aspects of financial strategy
• Identify and critically assess the management and performance of tangible and intangible resources in business strategy and planning
• Critically evaluate and appraise contemporary management accounting methodology to support the effective management and control of resources
• Analyse the risks and consequences attached to environmental change, and appropriate responses
• Critically appraise the importance of communication for information providers in organisations, and appraise and develop your own communication skills

Assessment:

The module will be assessed by a 5,000 word assignment.

Strategic Business Management and Planning

This module emphasises the need for strategic business management and planning in a global environment. Course participants will develop their tactical and operational decision-making skills by investigating the different levels of strategy, and their relationship with tactical and operational decision-making. Using real-life examples of modern day organisations, candidates will learn how to critically appraise the use of practical concepts and models while evaluating theories supporting the relevance and value of an organisation’s vision, mission and objectives.

After completing this programme, candidates will have a true appreciation for the impact of the increasingly competitive global environment, and the need for innovation and entrepreneurship in organisations.

By the end of this module, you should be able to:

• Critically assess the nature, scope and need for strategic business management and planning in international profit and not-for-profit organisations
• Critically evaluate classic and contemporary models, concepts and tools in business strategy and planning
• Appraise processes by which organisations identify their goals and values
• Critically analyse the impact of political, economic, social, technological, environmental and legal factors on an organisation
• Identify the key forces that represent both opportunities and threats to organisations whether for profit or not-for-profit
• Critically evaluate the strategy process for an organisation to achieve competitive advantage

Assessment:

The module will be assessed by a 5,000 word assignment.

Marketing Design and Innovation

The module investigates stylistic change in taste, fashion and customer need by examining contemporary issues in marketing, design and innovation, including dependency products and services.

Marketing principles of product and service design, functionality and purpose, customer perception, value and branding extend to the consideration of patenting ideas, design registration, trade marking and intellectual property. The module also looks at the influence of marketing communications on demand.

The design process is then examined from the customer perspective, involving new product development, life cycle, and the importance of design in enhancing competitiveness.

Finally, the module investigates current developments in design and product/service innovation and the introduction of mass customisation in global markets.

By the end of this module, you should be able to:

• Identify and critically evaluate the main characteristics of product and service design and innovation from the marketing perspective
• Distinguish between the key characteristics of the design process in the context of stylistic change, fashion and consumer taste, including the nature of design management and the importance of design and innovation in enhancing competitiveness
• Critically appraise the importance of patenting ideas, design registration, trade marking and intellectual property on new products and services
• Critically examine compelling organisational theories and alternative theoretical frameworks around the study of organisations

Assessment:

The module will be assessed by a 5,000 word assignment.

Research Methods for Managers

This module provides course participants with the appropriate knowledge, skills and abilities they will need to effectively carry out a piece of small scale business/management research. A particular emphasis will be placed upon developing individuals towards their workplace based Masters dissertation/project. A focus is given to the specific issues faced by managers and researchers when carrying out research in an organisational setting.

These will include the philosophical aspects of enquiry in social settings, operating in political contexts, negotiating access to key individuals and data, and meeting the research outcomes expected by multiple organisational stakeholders. Consequently, this module will focus on providing individuals with the skills necessary to meet these challenges and therefore effectively plan, carry out and report upon their Masters level dissertation/project.

One of the main focuses for the design of this module has been the further development of relevant employability and professional skills. Such skills are implicit in the learning outcomes.

By the end of this module, you should be able to:

• Demonstrate a critical understanding of the different approaches to research used in business/management and the social sciences
• Identify and justify decisions regarding their chosen topic, research questions and research methodology
• Synthesise and critically evaluate the current theoretical and methodological developments in their chosen field of study, making clear their own contributions to this body of work
• Demonstrate the required skills and abilities needed to successfully plan, organise, undertake and communicate the findings of a piece of small scale business/management research

Assessment:

The module will be assessed by a 5,000 word assignment.

Major Project

In order to obtain a Masters degree you must prepare, submit, and pass a dissertation. Apart from this regulation requirement there are a number of reasons why the dissertation is a very important part of your studies. The dissertation allows you an opportunity to demonstrate, at an advanced level, several important intellectual and practical skills. These skills are valued by employers and as the dissertation is your own work it is proof that you have mastered them. In fact, sometimes your dissertation will help you to obtain an interview or find the position you want.

The dissertation is not a taught module and this means that the research and writing up of your findings is very much an individual effort that allows you to demonstrate both organisational and time management skills. You will have further honed your research skills and techniques, and deepened your understanding of at least one major area of business and/or business related areas. Other high level skills which will be developed and improved include evaluation, synthesis, and critical thinking. Finally, a well-written dissertation enables you to demonstrate communication and presentation skills.

By the end of this module, you should be able to:

• With reference to a chosen significant and complex area for enquiry, establish a method for investigation/exploration of key concepts, models and principles
• Critically evaluate complex issues from a variety of viewpoints
• Develop effective arguments to support relevant conclusions
• Critically justify and rigorously apply appropriate methodologies, techniques and practical strategies; being sensitive to the context
• Where appropriate formulate solutions to business or management problems in discussion with peers, clients, mentors and others
• Reflect critically on the process and outcomes of the investigation/enquiry

Assessment:

The module will be assessed by a 18,000 word research report. You will be assigned a supervisor to guide you through your project and make sure you are on the right track.