Program Overview

Award in Marketing for Managers

Overview

This module provides learners with the ability to become knowledgeable on various marketing tools and techniques that are widely used across various organisations globally. Learners will learn to appreciate the importance of marketing and how it can ensure the success of a service or product as well as the organisation overall. This module shall also look at market research and planning.

Awarding Body & Accreditation

This qualification is awarded by eie Institute of Education and is accredited by the Malta Further and Higher Education Authority (MFHEA). MFHEA deems this Award to be at MQF Level 5 (12 ECTS) of the Malta Qualifications Framework and the European Qualifications Framework for lifelong learning.

Learning Outcomes

Competences

At the end of the course, the learner will have acquired the responsibility and autonomy to:

• Monitor current trends and challenges that marketing is currently facing
• Carry out tasks making use of effective communication methods which are widely used in marketing
• Collaborate with other individuals in the planning and development of a marketing campaign and plan
• Be responsible for the effective use of marketing communication techniques to portray a message which is easily understood by your target market
• Carry out effective market research and market planning

Knowledge

At the end of the course, the learner will have been exposed to the following:

• Define the term ‘marketing’ and critically assess its importance and relevance when it comes to managing and running an organisation
• Describe the importance of designing and developing an effective marketing plan
• Define the terms ‘segmentation’, ‘targeting’ and ‘positioning’
• Recall the importance of marketing research and how it can aid organisations in proper marketing plan preparation
• Describe the importance of understanding customer behaviour and buyer behaviours and using these for enhancing service quality
• Define the ‘marketing matrix’
• Identify the importance of promoting new products development
• Recall and discuss in detail various types of communications methods for marketing and marketing channels
• List various pricing methods
• Recall and discuss various contemporary issues in marketing
• Critically reflect on the need and use of market research and planning

Skills

At the end of the course, the learner will have acquired the following skills:

• Demonstrate understanding of the role of marketing in the success of an organisation and the environment in which it operates overall
• Show ability to assess and monitor various trends in contemporary marketing as well as any issues which are currently being faced by marketers
• Exhibit in-depth knowledge of the marketing mix (product, place, promotion, and price)
• Use various marketing communication methods including advertising, sales promotion, events and experiences, word of mouth, personal selling, public relations, and direct marketing
• Apply various market research and planning techniques

Programme Details

• Duration & Fees: Total lecture hours - 60
• EU & Non-EU Nationals: €1,500 Euro (Whole course will cost you €450 Euro after Tax Credit - Save €1,050 Euro) Get Qualified Scheme
• Classroom or Online Mode: This module shall be taught with a student-centred approach whereby learners are encouraged to take active participation in their own learning. Learners shall be presented with PowerPoint presentations, case-study examples, and other interactive learning materials. Students will be asked to discuss and exchange communication amongst each other (classroom or online, as per learning mode chosen).

Assessment

This course shall be assessed with an assignment (75%) whereby learners are expected to present an original piece of work including properly referenced literature and practical examples. The assignment has a word count limit of 1,500 words. Furthermore, learners are to undergo a classroom assessment including discussions, multiple-choice assessments and/or observation (25%). Moreover, learners are expected to obtain a minimum of 50% of the total mark in order to successfully pass from course.