Professional Marketing Diploma
Marketing Diploma reflects the role of individuals who possess a sound theoretical knowledge & practical experience base in Marketing management & demonstrate a range of managerial skills to device & execute marketing activities, ensure that marketing functions are effectively conducted in an organization or business area.
Module 1: Marketing Research
Defining marketing research?
What is the purpose of marketing research?
Marketing Research process.
Different types of research
Marketing research services
Two types of data
Data collection methods
Qualitative versus Quantitative
The 8 hallmark of scientific research
What are the barriers and obstacles in conducting scientific research?
Module 2: Marketing Strategy and Planning
What is Marketing Planning
External Analysis / Situational Analysis
STP (Segmentation, Targeting & Positioning)
Implementation of marketing Plan
Control of marketing plan
Module 3: Consumer Behavior
What is the importance of studying consumer behavior?
Defining consumer behavior.
The nature of consumer behavior
What is perception?
The nature of perception
Marketing to the five senses.
Functional theory f attitude
ABC model of attitudes
How do we form attitude?
The consistency principle
Self perception theory
Social judgment theory
How to change attitude?
The components of culture
Hofstede’s cultural model
Culture & Time
Reviewing Maslow’ hierarchy of needs
Types of needs
Manifest & Latent motives
Classifying consumer motivations:
Conscious vs. Unconscious
High vs. Low Urgency
Positive vs. Negative Polarity
Intrinsic vs. Extrinsic
Rational vs. Emotional
Defining self- concept
Dimensions of self- concept
Private self versus social self
You are what you consume.
The extended self
Peer pressure & body image
How they know about us?
Decision making process
How we decide.
Rational versus emotional decisions.
Can we change our decisions?
Module 4: Introduction Digital Marketing
Understanding the definitions of digital marketing and its impact on business
Building customer relationships online and permission marketing
Planning, Strategy and Testing:
Best practice approaches to online campaign planning
How to determine the optimum mix of digital marketing tools
Integration and multi-channel marketing
Social Media Marketing:
The rise of social
Key players: Facebook, LinkedIn, YouTube, Twitter and Google
Successes and pitfalls of social media
Why permission is everything؟
Testing email for continuous improvement
E-newsletters and other email formats
Search Engine Marketing: SEO and PPC defined
Why is search engine marketing so crucial to online success?
Key strategies and tactics to maximize search engine effectiveness
Integrating SEO and PPC for optimum results
Optimizing your digital marketing: web analytic, tracking and measurement
Key metrics for measuring online advertising effectiveness
Tracking and measuring email, banners, PPC and viral campaign responses
At Marketing Diploma completion, participants will be able to:
- Implement, review and control the marketing plan
- Make Market segmentation and brand positioning.
- Define marketing and the marketing planning process.
- Understand what is the marketing mix?
- Measure the market opportunities through research and forecasting
- Develop practical skills they can use to establish sampling plans, design questionnaires, and analyze research studies for optimum results
- Develop their skills in investigating and affecting the consumer behavior through readings, applications, discussions, case analysis and research.
- Understand the key metrics for measuring online effectiveness
- Marketing Executives
- Business Development Managers
- Product/ Brand Managers
- Marketing managers
- Account managers
- Marketing Coordinators