This module aims to provide learners with an insight into the role and function of marketing. Learners will become familiar with marketing terminology, gather an appreciation of ethical marketing principles, and use several business tools to analyse and evaluate consumer behaviour, the market environment, and marketing processes.

By the end of this module, learners will be able to apply the principles of the marketing mix and create a marketing plan for a product or service.

Tutors
Our tutors have excellent experience within their field of expertise as well as the necessary academic background.

Assessment
There are no exams on this programme. The method of assessment to attain this award is based on different methods such as preparing a portfolio of work, building a reflective journal, writing an assignment, and others. The assignment brief is available to you in good time so that you can organise and plan your study time accordingly week by week. You will be guided through the assessment requirements, and you will also receive ongoing feedback throughout the course of studies.

Sessions
Delivery of sessions are held in the evenings (typically starting at 17:30 hours) on different weekdays and according to the timetable of the modules. There is also the possibility of a few Saturday morning sessions.

Opportunities for further studies
Upon successful completion of this Award, you can:

• Take up the opportunity to follow other Awards in different areas of business and management, or
• Follow the Certificate in Business and Management (30 ECTS), and
• This Certificate programme will also lead you to further studies.

This award is designed for:

• Adult learners who want to have an immersive learning experience in this area.
• Working professionals, who have been working for a number of years, and who would like to acquire competencies, knowledge and skills in this area of business and management.
• Prospective learners, who already have a Level 4 and/or a Level 5 qualification, and who would like to challenge themselves within this area of business and management, to further develop their expertise.

The entry requirements are:

• Three MQF/EQF Level 4 individual single subject qualifications and at least 18 years of age.

or

• One MQF/EQF Level 4 qualification of at least 120 ECTS, or equivalent and at least 18 years of age.

or

• A minimum of 2 years of relevant work experience and at least 21 years of age.

or

• The MATSEC Matriculation Certificate. This comprises 6 subjects, and include passes in a language, a science subject, a humanistic subject, and a pass in the subject ‘Systems of Knowledge’. Two of the 6 subjects must be at an Advanced Level, three of the subjects must be at an Intermediate Level and a pass at the ‘Systems of Knowledge’ subject.
• A pass (at least Grade 5 of better) in the Secondary Education Certificate examinations in the following subjects: English language, Mathematics, and one other subject.

Other equivalent (international) qualifications will be considered on a case-by-case basis.

All learners must have proficiency in the English language (evidence of use of the English language at work, 0-level pass in the English language, English as the national language or mother tongue, or other equivalent foreign qualifications equating to Common European Framework (at B2), such as IELTS (overall score of 6.0 with no element less than 5.5), Cambridge English (overall score of 169 with minimum scores of 162), TOEFL (at 72) and others).

Competences:

• Analyse critically consumer buyer behaviours
• Develop an effective marketing plan
• Select appropriate information communication tools and technologies to enhance marketing activities within a business
• Demonstrate an understanding of how not-for-profit organisations benefit from marketing

Knowledge:

• The role and functions of marketing within different types of business concerns
• A range of different types of marketing strategies
• The role, benefits and application of the extended marketing mix framework for products and services
• The role and impact of information communication technology on marketing activities
• A range of consumer and market data that effectively inform business decisions

Skills:

Applying knowledge and understanding

• Align marketing initiatives and strategies to business objectives
• Illustrate the decision-making process that underpins consumer buying behaviour
• Assess different market research methods used for gathering competitor information
• Develop a market segmentation study for a product or service e) Apply the extended marketing mix framework to a product or service

Judgement skills and critical abilities

• Review ethical marketing principles
• Assess consumer needs
• Examine the different influences on the consumer decision-making process
• Analyse the macro and micro factors that influence marketing
• Assess the target markets for a product or service
• Evaluate methods to measure the success of the different elements of the marketing plan

Module-Specific Communication Skills

• Discuss internal and external sources of secondary data
• Interpret marketing data to a range of stakeholders.
• Use relevant and appropriate terminology when discussing and exchanging views in a business context.
• Communicate and articulate their ideas clearly in writing and orally.
• Confidently give a formal presentation to a variety of audiences

Module-Specific Learner Skills

• Outline the differences between business buyer behaviour and consumer buyer behaviour
• Summarise how the marketing mix can be used in different contexts
• Appropriately and accurately apply the Harvard referencing system.
• Acknowledge all sources of information
• Individually carry out further research in this area

Module-Specific Digital Skills and Competences

• Search, gather, communicate and share related information using digital resources
• Identify reliable, authoritative, and current digital sources

Terms & Conditions apply, talk to us for further detail on this programme.