On successful completion of this programme the learner will be able to :
Knowledge - Breadth
An in-depth knowledge of marketing theory, principles, processes and techniques, and their application in business and not for profit
Knowledge - Kind
The connection between marketing information and research, and marketing strategy, marketing operations and competitive
advantage; The implications of the marketing concept (customer focus) for company policies, interface with customers and
Skill - Range
Techniques of planning and managing the marketing function, controlling marketing ,
management; Skill in planning and managing sales programmes; ability to define and execute marketing research projects; enable business to achieve and sustain competitive advantage.
Skill - Selectivity
Ability to identify market opportunity, select target markets, and design an appropriate marketing mix, to apply financial
techniques and analysis to marketing, to employ empirical data effectively to aid marketing decision-making.
Competence - Context
Ability to apply marketing theories across a broad range of business environments and to critically formulate and evaluate relevant
options and solutions in a variety of marketing contexts
Competence - Role
Ability to contribute positively both autonomously and as a member of a team and to work ethically and professionally with the
capacity for innovation and supervision
Competence - Learning to Learn
Ability to identify and address continuous learning requirements at a personal and professional level in recognition of the transience
of applied skills; the graduate will be open to change and will be willing to engage with new developments and practices in marketing
Competence - Insight
Skill to undertake marketing in a socially responsible manner, conscious of the effects of marketing on consumer well-being, the
environment and the earth’s resources, and the ability to balance this with the drive for business growth and profitability.