What do I get?

• Two mandatory modules: 1. Marketing & digital strategy 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 employee monitoring and measurement techniques that enable the achievement of strategic marketing objectives. This module will require submission of an assignment based on a scenario and an organisation of choice. 2. Innovation in marketing 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. The assessment will require submission on an assignment based on a scenario and an organisation of your choice. 3. ELECTIVE: The digital customer experience 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. 4. ELECTIVE: Managing brands 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. The assessment will require submission of an assignment based on a scenario and an organisation of choice.

What do I need?

• Marketing Managers and Marketers working in operational and supervisory roles, who are looking to progress their strategic and management skills
• You can choose between two qualifications to suit your individual career path.