Introduction to Marketing & Consumer Behaviour

• Duration: 3 months
• Location: Study from home
• Price: £400 + VAT

What is it all about?

This course introduces and explains the various elements of the marketing mix; and provides delegates with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations. It explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour. The course is taken from the wider CAM Diploma in Marketing Communications and has an optional assessment at the end which allows the delegate to gain a certificate of completion from the College.

The course specifically follows the syllabus set by the Communication, Advertising and Marketing Foundation (CAM). It covers:

• What Marketing is and how it has developed
• Marketing planning
• Market segmentation
• The extended Marketing Mix
• The importance of branding
• Marketing communications, advertising & media
• Promotional tools
• Marketing communications planning
• Consumer behaviour, decision making and purchasing
• Marketing channels

Who Should Study?

This course is aimed as an introduction to anyone interested in understanding the power of marketing and consumer behaviour and how it can improve company performance. The course is designed for those new to the topic, or wishing to get involved in the use of marketing within their company.

Learning Objectives

At the end of the course delegates will be able to:

• Explain the role of the marketing plan and communications plan within the context of the organisation's strategy and culture
• Evaluate the marketing planning process and the links between each stage of the process
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively
• Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities
• Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix
• Recommend suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications.

Optional Assessment

At the end of the course you can opt to be assessed by an assignment set and marked by the College. Successful delegates will received a CMC Certificate. There is an additional charge of £50.

Download an application form

For further information, please call 0844 225 0510 or EMail: katrina@marketingcollege.com