||Institute of Commercial Management (ICM)
|2 evenings per week, 6.15-9.30pm
|1 year part-time
View Autumn 2013 timetable
This course provides students with an advanced understanding of the principles of marketing. The modules are designed to teach participants the key skills necessary for the contemporary marketer. Upon completion students will have developed a deep appreciation for how to apply these skills in practice. The programme was developed in response to a desire from students with a basic understanding of marketing principles such as advertising, sales, and public relations to further their marketing expertise.
Programme Aims and Objectives
On completion of the programme, students should have acquired the skills to:
- Understand the unique challenges involved in marketing and managing a number of different types of organisations and their differences
- Identify and analyse the various components of the marketing mix for manufacturing, e-commerce and services organisations
- Understand and discuss key issues required in managing customer satisfaction and service quality and the role of employees
- Appreciate the key issues in service businesses such as managing supply and demand, relationship management, and the overlap in marketing/operations/human resource systems
- Have a detailed understanding and application of marketing communications
- Have developed their strategic thinking, business planning and communication skills: oral and written.
The Advanced Diploma in Marketing is an evening diploma studied over one academic year. Whilst it is not necessary to have completed the Diploma in Marketing, Advertising, Sales
and Public Relations programme before commencing this diploma, it is strongly advisable that students have an introductory knowledge of marketing principles. The lecturing team consists of staff that combine academic qualifications with substantial practical business and marketing experience. A wide range of teaching techniques including lectures, videos, workshops, seminars and case studies will form an integral part of the course.
To be awarded the Advanced Diploma in Marketing, a student will be required to complete a written assignment for each module (30% for each module, apart from Strategic Marketing
Practice which is 50%) and a written examination at the end of the course (70% for each, apart from Strategic Marketing Practice, which is 50%).