The course begins by examining the functions and objectives of marketing activities, along with the duties and responsibilities of marketing personnel. Candidates consider how selling and marketing are different yet closely connected, while exploring the fundamentals of an effective marketing campaign.

An assessment of the marketing environment follows in Module Two, in which candidates learn how marketing does not take place in a vacuum. The importance of carefully evaluating internal environments, external environments and micro environments when developing a marketing strategy is discussed.

Module Three covers the technique of breaking down audiences and markets into smaller segments for targeted marketing campaigns. Learners are familiarised with a variety of different market types, along with the risks of failing to adequately segment and separate markets.

Tips and techniques for analysing customer behaviour follow in Module Four, which provides candidates with a step-by-step an overview of the buying process. Candidates consider a variety of factors that influence purchase decisions, along with the characteristics of different types of customers.

Detailed market research as the foundation of every successful marketing strategy is examined in Module Five. Several different approaches to conducting market research are presented and discussed, alongside tips for conducting interviews, guidelines for effective data analysis and how to act on the data collected.

Module Six explores each of the primary stages in the marketing planning process, highlighting the importance of detailed and thorough planning. Candidates also learn how to plan and perform an in-depth marketing audit, set appropriate goals for planned marketing activities and assess the effectiveness of current marketing efforts.

An overview of the product development process is provided in Module Seven, which also familiarises learners with each stage of the product lifecycle. Candidates consider the importance of thorough and extensive idea vetting and concept testing, when planning to bring new products to the market.

The key to successful product pricing is then discussed, outlining a series of typical pricing models and systems for calculating price structures. Factors that must be considered when pricing products and services are explored, along with how disproportionately low prices can be just as off-putting as excessive prices.

The influence of product packaging over consumer purchase decisions is then discussed, alongside the importance of choosing the right packaging for the right products. Additional elements of an effective branding strategy are also discussed, including logo design, slogan development and selecting a memorable brand name.

Module 10 explores the pros and cons of the various product distribution channels, along with factor that must be considered when selecting a channel of distribution. Candidates learn how multichannel distribution can be advantageous where appropriate, alongside tips and guidelines for improving distribution efficiency.

Promotion as part of a broader marketing strategy is then examined, incorporating detailed analysis of the promotion mix. Each of the main stages of the promotion mix is discussed at length, along with the main differences between promotion, selling and marketing.

Candidates then learn how non-verbal communication can be just as persuasive and impactful as spoken conversation in sales and marketing. The importance of accurately reading and interpreting other people’s body language is discussed, along with how to more effectively use gestures, facial expressions and nonverbal cues to improve sales.

Further tips for maximising sales are then presented and discussed, in which candidates consider the ‘smart’ approach to selling and the criticality of personal productivity. Essential techniques for both closing more sales and leveraging the full value of every selling opportunity are also discussed.

Module 14 explores creativity and innovation as the cornerstones of successful marketing. Learners are provided with tips and guidelines for boosting creativity in teams, inspiring innovation in others and leading group exercises at work to generate more diverse ideas.

Attention turns to digital marketing in Module 15, which offers a step-by-step guide to launching a Pay Par Click (PPC) advertising campaign. Topics covered include keyword research, budgeting for PPC campaigns, how to monitor the performance of a PPC strategy in real-time and tips for maximising the ROI on a PPC project.

The social media phenomenon is then examined from a marketing perspective, outlining the potential power and influence of the world’s biggest social platforms. Social media’s unique potential for brand development and reaching a massive global audience is discussed, along with the main elements of a successful social media marketing (SMM) campaign.

In the final module, candidates learn how organic search marketing – aka search engine optimisation (SEO) – can make or break an online business. Tips for driving targeted traffic to a website or target page are provided, along with how to choose relevant keywords and monitor SEO performance using detailed analytics.