Marketing is a primary pillar for business viability and development. Tapping into the power of marketing is the key to sustainability, growth and ultimately success both on a business level and a personal level.
The diploma exposes you to the practical side of marketing, building on contemporary marketing strategies and concepts the program frames challenging strategic issues faced by today’s marketers. The program then walks you through practical and innovative solutions that will help you develop and assimilate relevant, recent and practical methodologies to approach modern-day marketing problems and strategies with awareness and efficiency.
You will learn how to:
- Understand the role and impact of marketing on an organization, industry and country.
- Understand and appreciate the value of market-driven organizations.
- Identify marketing problems as they arise and recommend appropriate solutions.
- Develop a fully integrated marketing plan to advance your business goals.
- Marketing professionals who want to expand and update their knowledge of contemporary marketing issues and practices.
- Non-marketing professionals interested in building a solid marketing foundation and even transitioning into a marketing career.
Course 1: Introduction to Marketing
- The contemporary nature of marketing and the role of marketing in organizations
- How to become market-oriented
- Marketing research tools
- The marketing environment: marketplace, consumers, competitors and the external environment
- Segmentation, targeting and positioning
- Relationship marketing and value-driven marketing
- Branding and reputation management
- Developing a marketing plan
Course 2: Consumer Behavior
- Trends in consumer behavior and customer experience management
- The consumer-buying decision process
- Factors affecting customer perception and behavior
- Challenges in future segmentation, targeting and positioning strategies
- New trends in marketing communication and attitude change
- Diversity in customer behavior and future needs of new generations
Course 3: Entrepreneurial and Innovative Marketing
- Marketing and entrepreneurship
- Marketing for small businesses
- Identification of market opportunities
- Entrepreneurial marketing strategies
- Innovative marketing instruments
- Marketing with zero budget
Course 4: Digital and Database Marketing
- The importance and power of search engine marketing
- Social media marketing through social media engagement and affiliate marketing themes
- Development and assessment of e-marketing campaigns
- Differentiation between online advertising appeals and types
- Current database marketing trends and practices
- Integrating web marketing into a project management process
- Appreciation of the rationale behind digital and data-based marketing
- Evaluating websites from a marketer’s perspective and determining how and what content to place on a website
- Fundamentals of evaluating and analyzing e-marketing intelligence by using the appropriate tools
Course 5: Service and Retail Marketing
- Fundamentals of retail management.
- Designing retail products and services.
- Financial aspects of retail.
- Retail risk and productivity.
- Delivery channels.
- Customer relationship management (CRM) and customer service.
Course 6: Strategic Marketing
- Steps for strategic planning
- Marketing planning tools
- Situational analysis
- Competitive analysis
- Growing the business
- Portfolio management
- Marketing in a dynamic market place
- Evaluating marketing programs and activities
Submit and present an actual marketing issue facing an organization with marketing strategies and tactics.
- A Bachelor’s degree from a recognized university with a minimum grade of “good” or a minimum grade point average of 2.3 is required.
- For applicants who graduated from university with an overall grade of “pass,” two years of professional work experience is required.
- Applicants should pass the Standard English Proficiency Test (SEPT).
- AUC graduates and ExecEd alumni are exempted from the SEPT.