Diploma in Sales & Marketing

Course Outline

1. 1. DSM401 FUNDAMENTALS OF MARKETING
      The aim of this training course is to equip students with a good knowledge of the fundamental concepts of contemporary marketing and their practical applications. Students will learn that marketing practices are not merely confined to advertising, sales and use of digital media.The module covers a wide range of modern marketing related topics including marketing orientation, marketing environment analysis, market segmentation, targeting and positioning, marketing research, the marketing mix, and ethical issues.Learning Outcomes
      • Analyse factors of the marketing environment which influence marketing decisions.
      • Evaluate the practical significance of consumer and business behavioural theories in marketing decisions.
      • Apply market segmentation, targeting and positioning concepts to a practical marketing context.
      • Recommend appropriate individual elements of the marketing mix to the marketing activities of organisations.

      Syllabus Outline

      • Nature of marketing
      • Marketing strategy
      • Marketing environment
      • Marketing research
      • Consumer and business buying behaviour
      • Market segmentation, targeting and positioning
      • Marketing mix tools
      • Global marketing
      • Sustainable marketing and marketing ethics

1. 1. DSM402 SELLING AND SALES MANAGEMENT
      This module focuses on activities involved in personal selling and managing a sales force. The topics covered will range from learning about personal selling skills to understanding the sales function, which is the primary source for generating revenue for most organisations, and appreciating the various perspectives of contemporary sales management and its process. This module also provides opportunity for students to develop the necessary qualities and skills required to become a professional salesperson or an effective sales manager.Learning Outcomes
      • Explain the role of the sales function and personal selling process
      • Explain the sales management process
      • Apply the sales force recruitment and selection process
      • Design a sales training programme
      • Design a plan to motivate salespeople
      • Develop sales force organisational structures, compensation schemes and performance evaluation
      • Examine and decide on the adoption of technology, key account management and/or relationship selling

      Syllabus Outline

      • The role of selling in marketing
      • Introduction to sales management
      • Personal selling process
      • Sales leadership. Key account management and relationship selling
      • Use of technology in selling and sales management
      • Sales force recruitment, selection, training, and motivation
      • Sales force organisation, compensation and evaluation

1. 1. DSM403 CONSUMER BEHAVIOUR
      This module introduces students to the fundamental theories and concepts of consumer behavior. Students will take the perspective of a marketer who needs to understand consumer behavior to plan, implement and evaluate effective marketing strategies. The focus will be on understanding how consumers make decisions and the factors that influence their behavior. The module examines the process of consumer decision making and includes topics such as motivation, personality, attitudes, lifestyles, culture, family and group influences.Learning Outcomes
      • Explain and distinguish the theories, concepts, and models that apply to consumers and their acquisition, usage, and disposition behaviour
      • Elaborate on the stages of the consumer decision process model and discuss the variables that affect activities in each stage
      • Analyse the ways in which individual determinants such as consumer motivation, personality, consumer beliefs, and consumer attitudes affect consumer behaviour
      • Discuss the environmental influences such as cultures, family and household influences and reference groups on consumer behaviour

      Syllabus Outline

      • Consumer behaviour and consumer research
      • Consumer decision making process
      • Consumer motivation, personality and needs
      • Consumer beliefs, feelings, and attitudes
      • Influence of culture
      • Family and household influences
      • Group and personal influences
      • Shaping consumers’ opinions

1. DSM404 MARKETING PLANNING AND STRATEGY
   The training course teaches students the process of devising marketing strategies to achieve organizational objectives based on a comprehensive analysis of internal and external factors and the use of appropriate strategic tools.Learning Outcomes
   • Apply marketing principles and concepts learned in the core Fundamentals of Marketing module
   • Develop and practice their ability in marketing analysis and decision making in formulating marketing strategy for organisations
   • Develop a formal marketing plan

   Syllabus Outline

   • Brief review of different types of plans
   • Situation analysis
   • Defining mission and business
   • Establishing marketing objectives
   • Identifying ideal customers
   • Understanding competition
   • Formulating marketing strategies and action plan
   • Integrating online and offline marketing
   • Building effective measure metrics
   • Writing the plan
   • Implementing the plan