Marketing Management Diploma

Major Description

  • The Post Graduate Diploma in Marketing examines the inter-relationships that exist among customers, the competition, and internal resources. A key part of marketing consists of gaining insights into customer needs and then developing effective marketing strategies.
  • The Diploma in Marketing Management is a comprehensive program designed to give you a solid, general foundation in this exciting field.

Course Description

  1. Marketing Management
    • This course covers the fundamental principles and practices in marketing process and the effect of the marketing environment on different marketing activities. The course presents principles, methods and problems confronting the marketing manager. It also discusses the present-day problems and policies connected with the product, distribution, sales, pricing, promotion and consumer behavior in the context of an integrated marketing strategy with the objective of developing an ideal marketing mix.
  2. Consumer Behavior
    • The objective of the course is to provide students with absolute understanding of consumer behavior including consumer decision process and the influence of environment and individual differences on the buying decisions. The course introduces methods of influencing the consumer behavior and how they are used to enhance the effectiveness of the marketing efforts of business organizations.
  3. Promotion & Personal Selling
    • This course is a combination of both the conceptual frameworks in development and application of both the advertisement & promotional techniques together with the buying behavior, and communication principles in successful personal selling. The first part of the course explores the advertising concepts in relation to product marketing, media planning and advertising research. The second part of the course will cover prospecting and qualifying potential customers, planning and making sales calls, dramatizing the sales presentations and how to build up long-term partnerships .
  4. Channels of Distribution
    • This course is a study for the elements and management of marketing channels. The basic ideas, concepts and the different aspects underlying marketing channels will be discussed. The course will focus on issues pertinent to the different roles of channel members and institutions, namely retail, wholesale, and franchising. It covers the demand-side analysis, supply side analysis and the gap analysis of both channel flows and channel structures, whether to vertically integrate the channel. The course elaborates on the importance of management and coordination of the channel through the use of channel power sources and the recognition of channel conflict. It covers the rapidly growing non-store alternatives, including electronic channels, catalogs, and direct selling. The course deals with the critical role that supply chain management plays in creating value added in marketing channels.
  5. Marketing Research
    • This course is a study of the scientific process of a problem solving and research in a marketing context. It covers concepts of problem definition, hypotheses generation, developing the research plan (including data sources, research instrument, and sampling plan), collecting data, analyzing and interpreting information, and reporting the research findings. The course will place emphasis on the statistical and quantitative tools for analyzing data.
  6. International Marketing
    • The course addresses the principles and theories of marketing in an international setting. The techniques for successfully entering and exploiting international markets and the basic elements of an international marketing mix as well as the impact of diverse cultural influences on marketing management strategies will be thoroughly discussed and demonstrated within this course.