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About the Course
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| The Certificate in Marketing course is designed |
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| for individuals interested in learning more about |
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| the skill and practice of marketing. Ideally suited |
| for individuals with no previous experience or for |
| those eager to make a career move into |
| Marketing. Also suited for persons who wish to |
| upgrade and refresh their marketing techniques |
| and skills. |
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| Course Aims & Objectives |
| Students learn the theory and practice of |
| marketing and learn how to segment markets, |
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put together a marketing programme and apply
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marketing techniques to achieve agreed objectives.Marketing is about identifying potential customers,researching their needs, developing products to suit customer requirements, organising promotional activities, branding, providing sales support, managing distribution and renewing marketing programmes that achieve results.
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Participants gain a thorough understanding of the purpose and practice of marketing and upon completion of the course you are equipped with the necessary knowledge for further study in this area. Upon completion of the course, students can pursue a professional Diploma in Marketing qualification by sitting an ICM examination in Marketing.
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Certificate in Marketing - Course Overview
Introduction to Marketing, Evolution of Marketing, Marketing Concepts Marketing environment, Macro and Micro Environment, Consumer buyer behavior, Market research process, The Marketing mix, Developing a marketing plan, Developing and implementing marketing programmes, Internet: Managing & Marketing web-sites, Cyber Marketing/Online Marketing, Direct Marketing
Marketing as a Business Function, Marketing Management, Buyer Behavior, Purchasing Decision Process, Market Research & Procedures – Primary & Secondary Data, Information Systems, Product Policy & Planning, the Product and its life Cycle, Product Portfolio Planning, New Product Development
Product & Services Branding, Consumer-Brand relationship, Brand equity and value, Brands & Packaging, Product & Services Branding, Pricing Policy & Decisions, Advertising & Promotion, Sales Promotion, Marketing Channels & Distribution Systems, Choice of Distribution Channels, Physical Distribution, Marketing Strategy & Planning, Market segmentation, targeting and positioning, market segmentation, targeting consumers, positioning products & brands, International Marketing, the Global Marketing Environment, International Marketing Decisions.
Methodology
The principle method of learning is through practical exercises, problem analysis, case studies, course notes, home assignments and an exam.
Duration and Cost
The Certificate in Marketing is run one evening per week over ten weeks and takes place in Dublin 2. The course involves taking part in class activities and exercises and applying what you learn to your current position. Assessment is by means of an exam and assignments. The cost is 750 Euro. Exam fees are 200 euro extra. Evening class plus Saturday class option.
Scheduled Dates 2010
Start: Sat 30 January 2010, 10:00-11:30 , 10wks. End: April 2010.
Exams: April 2010.
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