This course is a classroom based course designed to introduce learners to the contemporary marketing practices and international case studies. Consisting of 4 modules, the course covers key areas of marketing for those aiming to enter a marketing career. The course was designed by the Cambridge Marketing College and the course materials have been written and curated by the College’s Fellows. Materials include written texts, international published papers, videos and podcasts of contemporary case studies. Classes are given by lecturers at Finplan and other carefully selected Indian Instutions, to give the learners the combination of local and international marketing knowledge.
Essentials of Marketing
Which includes: Marketing as a function, Consumer and Organisational buying behaviour, key components of the marketing environments, the Marketing Mix, contemporary marketing trends and methods for measuring the success of marketing activities.
Which includes: Assessing the marketing environment, the Macro Environment, undertaking a marketing audit, planning within a marketing context, stages of the marketing planning process and digital marketing components.
Which includes: Concept of a Marketing Decision Support System and its role, the stages of the marketing research process, identifying and evaluating techniques for collecting qualitative data and monitoring user-generated on-line content, identifying and evaluating techniques for collecting quantitative data, and online research tools, including Google analytics.
Which includes: The importance of Stakeholders, the nature and importance of Stakeholder relationships, the purpose and process of marketing communications, creating a marketing communications campaign and examples of real campaigns.
The Diploma is assessed by a combination of end of module exams and a final project based assessment. At the end of the course, students are required to write an analysis of a real company. This allows the student to apply their learning to a real situation. This is a test of their understanding and application of the theory learned across the 4 modules. The student may choose a company that they work for, one they have personal knowledge of or may be based on a case study. The analysis will be 4-6 pages in length in table format (not an essay).