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Certificate in Marketing  
 
       
Content
       
  Course Aims & Objectives  
  Course Overview  
  1. Introduction to Marketing  
  2. Evolution of Marketing  
  3. Macro and Micro Environment  
  4. Consumer buyer behavior  
  5. Market research process  
  6. The Marketing mix  
  7. Developing a marketing plan  
  8. Marketing Management  
  9. Developing and implementing  
    marketing programmes
  
    ....more     
       
   

About the Course

  
The Certificate in Marketing course is designed  
for individuals interested in learning more about  
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.
 
Course Aims & Objectives
Students learn the theory and practice of
marketing and learn how to segment markets,

put together a marketing programme and apply

marketing techniques to achieve agreedobjectives.

 

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.
 
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 2008
Thurs 9 October 2008, 18:30- 20:00, 10WKS.

    
                   
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