Marketing Award

This Level 4 module is about recognising the importance of marketing’s role in driving success and delivering results. It provides the knowledge and understanding of the function of marketing within the organisation and demonstrates how an appreciation of customer behaviour can enable effective targeting.

It outlines an understanding of how external environmental influences affect planning and how information enables decision making. It outlines the elements of the marketing mix and how these are applied to address market and customer needs.

This module comprises three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of examination.

Learning Outcomes

  • Unit 1: The marketing concept
    • Understand the role and function of marketing (10%).
    • Understand what influences customer behaviour (15%).
  • Unit 2: Analysis and insight
    • Identify factors and trends in the marketing environment and how they affect marketing planning (15%).
    • Identify options for gathering relevant marketing information (15%).
  • Unit 3: Marketing mix
    • Know the elements of the marketing mix (30%).
    • Apply and adapt the marketing mix to satisfy customer needs (15%).
Assessment: a multiple-choice exam (a two-hour objective test)

The examination will comprise 50 multiple-choice questions to be completed in a two-hour controlled assessment.

Integrated Communications Award

This Level 4 award will help you understand the importance of effective internal and external communications in building sustainable relationships and delivering customer value.

It demonstrates the importance of communications planning in delivering marketing solutions. It also explains how the concept of product and brand management can enable organisations to deliver customer value. You will learn the components of the marketing communications mix and focus on integrated marketing communications (IMC) planning.

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment.

Learning Outcomes

  • Unit 1: Internal marketing
    • Know how to build cross-functional relationships (15%).
    • Understand how to harness resources to deliver effective marketing solutions (10%).
  • Unit 2: Value proposition
    • Create effective communications to deliver value to customers (15%).
    • Understand product and brand management (20%).
  • Unit 3: Marketing communications
    • Understand the components of the marketing communications mix (20%).
    • Develop integrated marketing communications (20%).
Assessment: assignment

The assessment will require submission of a 12- page assignment based on a given scenario and an organisation of choice. The assignment is broken down into three tasks.

Strategic Marketing Award

This Level 6 award is a vital element of your marketing qualification. It shows you how to take a strategic approach in marketing planning to achieve competitive advantage.

It recognises the significance of situation analyses and introduces techniques for assessing the external and internal environments that enable effective decision making. You will learn the importance of all stages within the marketing planning process, from the audit, through to strategic decision making and the implementation of plans. Discover how to manage resources and employ monitoring and measurement techniques that enable you to achieve strategic marketing objectives.

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of examination.

Learning Outcomes

  • Unit 1: Situation analysis
    • Understand how to analyse an organisation’s current and future external environment (15%).
    • Understand how to analyse an organisation’s current and future internal environment (15%).
  • Unit 2: Planning
    • Analyse relevant information to recommend and inform strategic decision making (20%).
    • Develop a strategic marketing plan to realise organisational objectives (20%).
  • Unit 3: Implementation and control
    • Manage resources to deliver the strategic marketing plan (15%).
    • Monitor, measure and adapt the marketing plan for continuous improvement (15%).
The examination will comprise a number of extended answer questions to be completed in a three-hour controlled assessment. Preparatory work will be required for this examination.

Mastering Metrics Award

This Level 6 award examines the importance of managing marketing data in effective marketing decision making. It presents the role of marketing metrics within the organisation and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making.

You will gain an appreciation of how measurement techniques – aligned to business objectives – can establish and determine the effectiveness of marketing activities. You will also learn the value of using appropriate data sources to enable effective marketing analysis and of employing appropriate analytical tools and techniques to ensure effective marketing decision making.

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of examination.

Learning Outcomes

  • Unit 1: Metrics and analytics
    • Understand the role of marketing metrics (15%).
    • Understand the significance of different measurement techniques across a range of market contexts (10%).
  • Unit 2: Measuring effectiveness
    • Know the relevant measures of marketing performance (15%).
    • Apply marketing metrics to establish the effectiveness of marketing activities (20%).
  • Unit 3: Analytics for decision making
    • Understand appropriate sources of data for marketing analysis (15%).
    • Make use of various analytical tools and techniques for marketing insight and strategic decision making (25%).
Assessment: work-based assignment

The assessment will require submission of a 12- page assignment based on a given scenario and an organisation of choice. The assignment is broken down into three tasks.

Digital Marketing Award

This level 4 digital marketing course is about appreciating the importance of the ever-evolving, dynamic digital landscape and developing skills to improve effectiveness.

It provides awareness of the nature of the challenges and opportunities within the environment and outlines the skills and tools required to support and enhance digital marketing activities. It also identifies the importance of effective digital monitoring and measurement techniques that enable organisations to improve the effectiveness and performance of digital marketing.

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of portfolio.

Learning Outcomes

  • Unit 1: The digital landscape
    • Understand the opportunities and challenges presented by the digital environment (15%).
    • Assess the impact and influence of the dynamic digital environment (15%).
  • Unit 2: Digital toolkit
    • Learn how key digital tools can support and enhance marketing (20%).
    • Understand the relevance of digital platforms and channels in context (20%).
  • Unit 3: Digital in action
    • Develop digital activities to support and enhance multichannel marketing (15%).
    • Apply the key principles involved in monitoring and measuring digital marketing effectiveness (15%).
Assessment: portfolio

You will need to submit a work-based portfolio which is broken down into three tasks – research, plan and report.

Digital Strategy Award

This level 6 award provides insight into how organisations can implement digital marketing capabilities into strategic marketing planning.

It outlines how an understanding and analysis of the macro- and micro-environments can enable organisations to assess the impact of the digital landscape in delivering objectives and developing strategic recommendations. It recognises how digital marketing mixes can enable organisations to respond with agility to market needs, while examining how the management of digital channels and the application of key digital measures help to achieve business objectives.

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of portfolio.

Learning Outcomes

  • Unit 1: Digital disruption
    • Understand the strategic implications of the dynamic digital environment (10%).
    • Generate relevant insights into key emerging themes within the digital marketing environment (20%).
  • Unit 2: Digital planning
    • Develop strategic recommendations in response to the need to acquire, convert and retain customers (20%).
    • Deliver an agile response to changing customer behaviours (20%).
  • Unit 3: Delivering success
    • Know how to manage and optimise key channels and content within a digitally enhanced strategic plan (20%).
    • Apply key digital measures to analyse social, sentiment, search and site behaviour (10%).
Assessment: portfolio

You will need to submit a work-based portfolio which is broken down into three tasks – research, plan and report.