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Advanced Diploma in Marketing Management

Advanced Diploma in Marketing Management

Course Synopsis

Course Details

This course dives deep into the importance and strategic role of marketing in today’s globalised business environment. Students learn the importance of pursuing objectives, employing appropriate resources, and investing in the future of an organization to ensure customer satisfaction. Topics covered include: core marketing concepts; marketing strategy and planning; buying behavior; role of marketing research; positioning; pricing; product development; placement; foundations of marketing communication.


  • Author: Cateora, Phillip
  • View: See Amazon here
  • Publisher: McGraw-Hill Higher Education
  • Print ISBN: 9780077842161, 0077842162
  • eText ISBN: 9781259303074, 1259303071
  • Edition: 17th
  • Price: Free for Wült students


 On completion of this diploma participants should be able to:Assessed in written assignmentAssessed in exam
Knowledge LOsDemonstrate understanding of main marketing concepts and frameworks and of the role and importance of marketing in organisations.xx
Describe the steps/stages in various marketing processes including the buyer decision process, marketing research process, product life cycle, price setting process and marketing communication process. x
Critically discuss how to develop an appropriate marketing strategy for products and for services. xx
Explain how to attract and retain customers. xx
Skills LOsUse appropriate market research techniques to analyse current and future demand. xx
Compare and contrast marketing strategies of various organisations. xx
Application LOsPlan and develop a marketing strategy for an actual organisation, taking into account consumer behaviour, positioning, brand equity, pricing, marketing channels, marketing logistics, and marketing communication. xx
Apply marketing concepts and frameworks to help improve the competitive position of an actual organisation. xx


SMM U1 - Fundamental marketing concepts SMM U2 - Marketing strategy and planning SMM U3 - Know your customer: understanding buyer behaviour SMM U4 - Marketing information, marketing research and marketing demand SMM U5 - Marketing segmentation, target marketing and market positioning SMM U6 - New product and some brand decisions SMM U7 - Designing and managing services SMM U8 - Pricing strategy and decision SMM U9 - Distribution decisions and logistics SMM U10 - Effective marketing communication SMM U11 - Assignment & Exam

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