Awards

This module provides an understanding of how communications can be used in practice to engage with customers. On completion of the module, you will have an appreciation of the different customers that an organisation may have and how those customers make buying decisions. You will also have an understanding of the purpose of marketing communications and a knowledge of the range of communications tools available.

Finally, you will know how to prepare an outline customer communications plan and how to measure the plan’s effectiveness.

This module provides an introduction to the main aspects of digital marketing. On completion of the module, you will have an appreciation of the impact that digital technology has had on marketing activities and its effect on customers. You will have an understanding of the digital marketing tools available, how those tools can be used and how to develop digital marketing content.

Finally, you will know how to develop digital communications campaigns and how the effectiveness of those campaigns can be measured.

This module provides an understanding of the key concepts and terminology used in marketing. On completion of the module, you will have a knowledge and understanding of the role and function of marketing within organisations, and the factors that influence consumer behaviour. You will also be able to identify key components of the marketing environment and have an appreciation of how to collect and utilise relevant information about the marketing environment.

Finally, you will be able to outline the concepts and elements which make up the marketing mix and understand how these are applied in a range of different contexts.

In this module, you will learn about the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. You will explore the marketing environment, customer behaviour in the digital age, market research and the marketing planning process. This will include the marketing mix and a tactical planning framework to aid marketing effectiveness.

Customer loyalty, the customer/user experience and customer insight are the core of achieving optimum satisfaction and retention. This module gives you an understanding of the contemporary customer’s complex needs and wants, their behaviour as consumers and how this sets their expectations. You will learn how to gain the insight required to understand those needs and map the journey to ultimately improve their experience.

This module focuses on the importance of the ever-evolving, dynamic digital landscape. You will develop skills to improve digital marketing performance and explore the challenges and opportunities within the digital environment. You will also use a range of tools to plan how to enhance an organisation’s effectiveness in the digital age.

This module gives you the knowledge and skills to plan and implement successful campaigns that deliver real results for an organisation. You will learn the campaign planning process including how to analyse an organisation’s current position. You will also learn how to set campaign objectives, implement a campaign then measure and evaluate its success to aid continuous improvement in the fast-changing world of marketing.

For many organisations, adopting digital marketing has involved transforming aspects of their practice and application. This module will provide you with an in-depth understanding of the strategic implications of developments in the digital environment, as well as their impact on marketing. This will enable you to integrate and optimise digital marketing as well as develop strategic responses to change. You will also be able to ensure responses are measured to evidence success.

This module enables you to take a visionary approach and embed innovation to help your organisation deal with the challenges of a fast-moving marketplace. You will be able to understand the relationship between marketing and innovation and recognise the key factors in building and nurturing innovation within the marketing function. You will also be able to use internal and external marketing in supporting a specific innovation.

This module will enable you to take both a traditional and digital strategic approach to marketing planning, integrating digital strategy, models, frameworks and techniques throughout to achieve competitive advantage.

You will be able to recognise the significance of situation analysis and use techniques to assess the external and internal environments that enable effective decision making. You will also be able to apply all stages within the marketing planning process – from the audit, through strategic decision making, to implementation of plans across both traditional and digital channels.

Finally, you will learn how to manage resources and employ monitoring and measurement techniques that enable the achievement of strategic marketing objectives.

This module enables you to take a strategic approach to branding at a product/service level so that it is consistent with the corporate brand and impacts reputation positively. You will gain the skills to establish and position brand strategy, and also manage the brand so it continues to deliver the brand promise. You will also be able to ensure the success of the brand through adequate resourcing and monitor and maintain the brand in the long term.

This module enables you to adopt a strategic approach to the implementation of marketing plans to meet marketing and business objectives. You will be able to deploy a full range of resources to optimise marketing results in an efficient and effective manner.

Finally, you will gain the knowledge and skills to manage finances, which are essential in ensuring a return on the marketing investment, made within your organisation.

This module has been designed to give learners the opportunity to demonstrate the knowledge and understanding of marketing’s role in creating a sustainable environment.

The module enables the marketer to explore key concepts of sustainability to gain a better understanding of the level of change that the organisation can achieve and how marketing facilitates that change. You will consider the role of marketing in engaging with stakeholders (with the natural world established as a key stakeholder) to understand how to reframe core strategies and construct a brand purpose that aligns with relevant sustainability imperatives.

The module will equip you to plan, resource and execute key actions, and communicate how and why your organisation is responding to the evolving sustainability agenda.​

Customer behaviour has dramatically changed with the digital revolution. This module provides you with insights into the digital customer experience and highlights ways to adapt to this changing market, allowing you to fulfil customers’ strategic needs. It will provide the knowledge and skills to select appropriate channels to market to meet objectives. It will also help to ensure you provide the desired customer experience, by understanding the customer's journey while complying with relevant legislation and regulation.

Senior marketers often gain experience across different organisational types and sizes over the course of their career, giving them a detailed insight into a range of marketing related issues and problems. This experience, within the heart of an organisation, can be developed into a consultancy role either within a large organisation linking in with key clients or as an independent consultant within a marketing specialism.

Senior level marketers need to be able to identify the key influences on the future drivers of the organisation and match those with organisational resource to determine future direction. This module will enable you to evaluate the potential impact of emerging contemporary marketing challenges and apply strategic thinking to develop future strategies.

A key aspect of a senior marketer’s role is leading and managing change within an organisation. This module will enable you to meet the challenges of change by providing a platform for supporting future responses through harnessing organisational potential and sustainable innovation. In addition you will develop an understanding of how the organisation’s assets can be managed to build and sustain a clear market position to guide, support and implement market-led change within an organisation.

Growth is a key driver within any organisation and developing both a structured and creative approach to determining where potential or existing opportunities exist is an essential skill for senior marketing professionals. The size, type and form of the organisation can help or hinder this process so an in-depth knowledge of the complexities for the organisation and its context is critically important to facilitate decision making at the strategic level.

This module is designed to enable the marketer starting with a wider view of organisations to focus down onto a specific area – ideally the one they work in or interact with in their current role, -and to facilitate solutions which maximise strategic fit. This module can also be delivered in one of two ways, dependent on the learner profiles: Either specific to an organisational type e.g. B2B or SME organisations are plentiful across both the UK and International markets OR as a generic module.

A key responsibility for Senior Marketers is leading and managing transformational change within an organisation. Sustainability is now critical for all types of organisation to authentically demonstrate its commitment and balance it with other commercial needs. In this module you will look at the different role marketing plays within an organisation in today’s economy. You will explore the future risks, opportunities and challenges for your organisation that will equip you to make strategic recommendations in the development and implementation of sustainable strategies to drive business change. Finally, you will build a personal development plan around driving change to support you to manage the transition required for ongoing sustainability integration.

The landscape we are operating in is changing across the world, with the climate crisis and the need to drive a more sustainable future. The need to move away from focusing on growth and profit at any cost, and build more sustainable led strategies which focus on people, planet and profit and deliver well-being for all, is high up on the global agenda. With this shift comes the need for countries and organisations to assess where they are on the sustainability scale, understand the challenges and opportunities and authentically demonstrate their commitment to creating more sustainable living conditions alongside commercial needs and objectives. In this module candidates will look at the different role marketing has to play within a global organisation and in today’s global economy. Candidates will explore the future risks, opportunities and challenges which allow them to inform decisions and recommendations in the development and implementation of sustainable strategies to meet the needs of the future operating landscape. The module will also equip executives with the knowledge, know-how and thinking to not only build sustainable strategies, but also communicate, execute and evolve them effectively both internally and externally to their key stakeholders.