At Brentwood Open Learning College, our exclusive marketing diploma courses are open to new and experienced personnel alike. Study the art of high-impact marketing over the course of 22 modules, covering the following topics:
Module 1 - Introduction to Marketing
Learn how marketers play a key role in the performance and prosperity of all types of businesses, along with the main objectives of marketing activities and how marketing differs from promotion, advertising and selling.
Module 2 - Marketing Environment
Study the various factors and pressures that can influence the effectiveness of marketing activities, along with the extent to which these factors can be controlled or compensated for. The importance of continuously monitoring and tracking the marketing environment is also discussed.
Module 3 - Markets and Market Segmentations
Find out how market segmentation forms the core of all effective marketing strategies, learn how to segment markets in accordance with target demographics and study the main market classifications, including consumer markets and organisational markets.
Module 4 - Consumer Behaviour
A fascinating exploration of consumer behaviour follows in Module Four, discussing how and why consumers make specific purchase decisions on the basis of various factors. The extent to which cultural influences affect purchase decisions is also discussed.
Module 5 - Market Research
Module Five provides a crash-course introduction to market research activities and the objectives of conducting market research. Several primary market research methods are introduced and discussed, along with how to perform quantitative data analysis.
Module 6 - Marketing Planning
Learn how to lay the foundations for an impactful and influential marketing strategy, along with how marketing audits are conducted to provide invaluable insights. The importance of assessing the strengths and weaknesses of a current marketing strategy is also discussed.
Module 7 - Product Development and Product Lifecycle
Module Seven examines each primary stage of the product life cycle in-depth, along with the basics of bringing new products to market. Various approaches to initial concept vetting and pre-launch product testing are outlined and examined.
Module 8 - Product Pricing Strategies
Offers invaluable insights into the influence product pricing strategies can have on the appeal of any product or service, along with how disproportionately low prices can be just as off-putting as excessive costs. Key factors to consider when pricing products are detailed and discussed.
Module 9 - Branding and Packaging
Module Nine explains why such heavy emphasis is placed on effective branding and packaging in a marketing context, along with the extent to which packaging alone has a major influence on the purchase decisions of customers.
Module 10 - Channels of Distribution
An overview of several primary channels of distribution, along with the potential benefits of developing a multichannel distribution strategy where plausible. The potential pros and cons of the various distribution channels are also examined.
Module 11 - Promotion Mix
Candidates then consider the distinguishing features that separate promotion from advertising, marketing and selling, alongside a breakdown of the promotion mix and a detailed assessment of its component phases.
Module 12 - Personal Selling and Sales Promotion
Tips and guidelines for improved sales skills are then provided, along with an overview of the characteristics, qualities and personality traits of effective salespeople. Candidates are also introduced to the concept of ‘smart’ selling and its broad practical applications.
Module 13 - Advertising and Publicity
A more detailed examination of publicity and advertising follows in Module 13, highlighting the importance of positive PR and the cornerstones of an effective advertising campaign. Several key advertising and PR activities are also detailed and discussed.
Module 14 - The Importance of Body Language in Sales
Module 14 discusses how body language and nonverbal cues can often be even more influential than verbal communication. Candidates learn how to both interpret and use various forms of body language to their advantage.
Module 15 - Building Relationships for Success in Sales
The art of effective customer relationship development is then explored, with particular emphasis on the value of championing a customer-focused culture in the workplace. The benefits of investing heavily in customer loyalty are explored in depth.
Module 16 - Telemarketing
Learn how telemarketing continues to play an important role in the contemporary marketing landscape in Module 16, including how pre-call planning and strategic scripting can boost the effectiveness of telesales and telemarketing activities.
Module 17 - Preparing for Sales Presentations
Practical pointers for putting on more engaging presentations are then provided, along with how meticulous planning holds the key to a successful sales presentation. The importance of confidence and presence when delivering proposals is also discussed.
Module 18 - Techniques for Maximum Sales
Further tips and guidelines for becoming a more effective salesperson are provided in Module 18, which draws links between personal productivity and selling skills. Confidence and assertiveness as essential traits for effective selling are also examined.
Module 19 - Creativity and Innovation
The creative side of the marketing and advertising profession is then discussed, highlighting how creativity and innovation and often hold the key to inspiring and engaging marketing strategies. Candidates learn how to encourage creativity and inspire innovation in the workplace.
Module 20 - Creating a PPC Campaign
A fascinating introduction to Pay Per Click (PPC) marketing follows, covering keyword research, budget allocation, launching a PPC campaign and continuously optimising PPC activities to ensure the best possible ROI.
Module 21 - Building a Brand on Social Media
The appeal and influence of social media are analysed in Module 21, along with how the world’s leading social networks can be leveraged as the largest and most powerful marketing platforms on the web.
Module 22 - Search Engine Optimisation (SEO)
The course concludes with a detailed introduction to the art of effective SEO, with a step-by-step guide to the basics of search marketing and practical pointers for climbing the ranks in the SERP listings with the major search engines.
Brentwood Open Learning College offers some free certificate courses in Internet Marketing. Explore now on our website.
