Marketing Management – Customer Relationship Marketing, Associate Certificate, Part-time

Program Overview

This fast-track program in Customer Relationship Marketing equips individuals with the skills and knowledge to excel in the field, even without a traditional marketing background. It covers essential topics such as marketing fundamentals, customer relations, and CRM, along with electives in areas like digital marketing, social media, and sales. Graduates are prepared for careers as Customer Relationship Specialists, Marketing Executives, and other roles in the international customer relationship marketing industry.

Program Outline

Outline:

This program is a fast-track to a career in Customer Relationship Marketing, designed for those who may not have a traditional marketing background.

• Required Courses
1. Designing and Writing Online Help
• Students learn to design and write a quality Help system, including analyzing user needs, designing information and visual schemas, writing, indexing, and testing.
Essentials of Marketing
• Introduction to the fundamentals of marketing, covering the "four Ps" of marketing (product, price, place, and promotion) and creating customer-driven marketing strategies.
Customer Relations
• Emphasizes the importance of customer service, covering topics such as defining quality service, developing excellent customer relations skills, effective communication techniques, problem-solving, and developing people skills.
Marketing of Services
• Introduces a Gaps Model of Service Quality that helps organizations evaluate and improve service.
Customer Relationship Management
• Focuses on understanding Customer Relationship Management (CRM), including strategies, organization, marketing, information technology, and implementation.
Consumer Behaviour
• Explores buyer behavior and motivation using theories from anthropology, sociology, and psychology.

Electives:

Inside Sales

• Covers efficient and practical selling techniques.
Effective Presentation Skills
• Teaches principles of public speaking and development, and emphasizes non-verbal communication, visual aids, and supporting technology.
Digital Marketing
• Provides knowledge on e-Marketing techniques and strategies, website development, and search engine optimization.
Social Media Essentials
• Covers current social media platforms and their strategic use.
Project Management in Marketing
• Students gain experience applying fundamentals of project management in a marketing context and develop a project plan for a real marketing project.
Digital and Direct Marketing
• Examines concepts and implementation strategies in direct and digital marketing.
Search Engine Marketing
• Focuses on organic and paid search engine marketing.
YouTube Marketing
• Students learn the basics of setting up a YouTube channel, creating optimized content, and using the platform for effective marketing.
Fundamentals of Marketing Research
• Explores the fundamentals of marketing research methods and tools and the reporting and analysis of research findings.
Advanced Sales & Business Development
• Builds on foundational sales skills and teaches more advanced methods and contemporary business development techniques, including social selling.
Brand Strategy
• Provides insight into the strategies behind successful brands, emphasizing brand positioning, development, and tools.

Careers:

Customer relationship marketing is a field with international reach. The program provides a foundation for careers such as: 1. Customer Relationship Specialist 2. Marketing Executive 3. Business Development Manager 4. Account Manager