Level 7 Diploma in Strategic Marketing

Unit 1: Contemporary Issues and Principles of Marketing

6 Parts

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Marketing Concepts and Orientations: Analyze different marketing concepts and orientations to understand their role in the success of an organization.

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Marketing Function and Interrelation with Other Units: Evaluate the key elements of the marketing function and how they interrelate with other function.

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Strategic Marketing Planning: Understand external and internal environmental audits for designing marketing planning and evaluate the determinants.

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Customer Relationship Management: Evaluate the role of customer relationship management in developing an effective marketing approach.

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The Marketing Mix and Extended Marketing Mix: New Product or Service Development, Distribution Strategy, and Pricing Strategies 🚀.

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Unit 2: Consumer Behavior and Market Communications

9 Parts

Introduction

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Consumer Behavior: Understanding the psychological, sociological, structural, and cultural factors that influence buying behavior.

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Marketing Programs: Evaluating the role of consumer behavior in developing effective marketing programs.

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Theories and Models: Evaluating the impact of appropriate theories, concepts, and models that influence and impact consumer decision-making processes.

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Customer Insight: Analyzing the concepts and processes of developing customer insight in different contexts, including digital contexts.

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Consumer Experience: Analyzing the relationship between consumer behavior, consumer experience, and consumer communication.

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Relationship Management: Developing a plan to enhance customer experience and customer relationship management.

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Communication Strategy: Analyzing the elements of an effective consumer communications strategy, including digital media strategies to manage customer.

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Metrics: Evaluating a range of metrics to measure the success of the communication strategy to manage customer relationships.

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Unit 3: Digital and Social Media Marketing

10 Parts

Introduction

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Digital Marketing Integration: Understanding how digital marketing integrates with offline marketing concepts and applications.

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Digital Strategy Development: Developing goals and objectives for digital and social media strategy.

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Customer Relationship Building: Analyzing a digital marketing strategy for building customer relationships with the brand and organization.

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Social Media Campaign Integration: Understanding how to develop an integrated social media campaign for a strategic relationship with customers.

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Data Collection and Analysis: Developing an integrated approach to data collection, analysis, and extraction of insights across all channels.

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E-commerce Business Models: Analyzing and evaluating e-commerce based business models for revenue generation.

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Digital Communications Tools: Evaluating various digital communications tools and platforms that can be used to enhance customer experience.

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Internal and External Environment Analysis: Analyzing how the changing dynamics of the internal and external environments influence the future direct.

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Digital Marketing Mix: Analyzing the role of digital marketing within the extended marketing mix- 7 Ps.

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Unit 4: Contemporary Challenges and Strategic Marketing

5 Parts

Introduction

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Principles of strategic marketing management: Understanding the role of strategic marketing in an organization, analyzing the processes involved, evaluation.

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Key innovative business drivers for organizational success: Evaluating the relevance of the organization's mission and values in a dynamic environment.

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Models and process of analyzing business environment and design of strategic marketing in different contexts: Comparing and contrasting tools to under.

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Process of implementation of strategic marketing in different contexts: Examining the segments, targets, and brand positioning for a product or service.

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Unit 5: Strategic Brand Management

9 Parts

Introduction

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Brand concept: Understanding the definition and elements of a brand.

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Brand management: Developing strategies to establish and maintain a brand's identity and reputation.

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Brand equity: Understanding the value and impact of a brand on organizational success.

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Corporate branding: Analyzing the relationship between corporate communication and individual product branding.

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Brand personality: Analyzing the personality traits associated with a brand or organization.

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Sustainability and CSR: Evaluating the role of corporate social responsibility and sustainability practices in branding.

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Brand positioning: Analyzing the factors that drive brand identity and positioning.

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Models of brand equity: Evaluating different models of brand equity and their impact on organizational success.

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Unit 6: Marketing Research Project

8 Parts

Introduction

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Research problem analysis: Understanding how to identify and appraise research problems.

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Research methodology: Understanding how to evaluate and design appropriate research methodologies.

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Research proposal development: Understanding how to create a research question, literature review, and methodology.

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Data collection: Understanding how to collect data through interviews, surveys, and questionnaires.

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Referencing: Understanding how to properly reference sources in research projects.

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Statistical analysis using SPSS: Understanding how to use SPSS for statistical analysis.

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Qualitative data analysis: Understanding how to analyze qualitative data and draw conclusions from it.

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Unit 7: Consultancy Project

9 Parts

Introduction and Background: Provide an overview of the situation, identify the organization, core business, and initial problem/opportunity.

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Consultancy Process: Describe the process of consultancy development, including literature review, contracting with the client, research methods.

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Literature Review: Define key concepts and theories, present models/frameworks, and critically analyze and evaluate literature.

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Contracting with the Client: Identify client wants/needs, define consultant-client relationship, and articulate value exchange principles.

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Research Methods: Identify and evaluate selected research methods for investigating problems/opportunity and collecting data.

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Planning and Implementation: Demonstrate skills as a designer and implementer of an effective consulting initiative, provide evidence of ability.

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Principal Findings and Recommendations: Critically analyze data collected from consultancy process, translate into compact and informative package.

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Conclusion and Reflection: Provide overall conclusion to consultancy project, reflect on what was learned about consultancy, managing the consulting.

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Understand how to apply solutions to organisational change.

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Level 7 Diploma in Strategic Marketing

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