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  • Professional Diploma in Marketing

Professional Diploma in Marketing

 

Overview

The Prague College Professional Diploma in marketing is designed to teach students the skills they need in order to succeed at a career in marketing. It is not necessary to have studied business or marketing in order to complete the programme.

Students come from all academic backgrounds, and it is especially suitable for working professionals who have already begun their careers, or who have followed a different academic path, but wish to develop their skills in marketing. The diploma is also ideal for those who have been out of the workforce for some time and are looking to brush up on their skills.

Features of the programme

  • A practically oriented professional diploma in marketing awarded by Prague College
  • The programme is an excellent CV builder; fast and direct training for a new job in business
  • Flexible modes of study with the working professional in mind
  • Interesting and relevant modules from across the business programme, focused on marketing
  • Internationally recognized, UK-accredited modules that can be extended to a full Higher National Diploma or BA
  • Possible to offer as corporate training for employees and staff

 

What you study

Applicants interested in the Professional Diploma should follow four modules ; applicants looking for deeper knowledge should pursue the Advanced Professional Diploma and follow six modules. Thus, the programme runs over two or three semesters.

For the Professional Diploma: two modules in semester 1 and two in semester 2.

Students may choose to study some modules in the late afternoon or evenings, or at the weekend. The availability of modules in these formats changes every semester, but the timetable for the coming semester is always posted in advance so that you can plan your time.

Required modules

  • Marketing Principles
    • This module aims to provide students with understanding and skills relating to the fundamental concepts and principles that underpin the marketing process. The module looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process. Students consider the use of environmental analysis in marketing and carry out their own analyses at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups. Students then consider buyer behaviour and positioning.The module looks at the main elements of both the original and the extended marketing mix. Students will develop their own marketing mixes to meet the needs of different target groups.
  • Advertising & Promotion in Business
    • The aim of this module is to provide students with the understanding and skills for using advertising, promotion and marketing communications effectively. Students will put this into practice by planning an integrated promotional strategy. The module introduces students to the wide scope of marketing communications and how the communications process operates. It includes a study of current trends and the impact that ICT has had on marketing communications. Students will explore the marketing communications industry and how it operates. They will also develop some knowledge of how the industry is regulated to protect consumers.
  • Internet Marketing
    • This module provides students with an understanding of internet marketing so they can develop the skills to use the internet for promotion, advertising, interactive communications, market research, developing customer relationships and an internet marketing plan. The purpose of this module is to develop learner understanding of, and skills in, the use of the complex interactive digital media which comprise the tools of internet marketing.
  • Marketing Planning
    • The aim of this module is to provide students with the understanding and skills to develop marketing plans that meet marketing objectives, and meet the needs of the target market. This module introduces students to different ways of auditing, to looking at how internal and external factors can influence marketing planning for an organization, in order to build up a picture of the marketplace. This module will enable students to investigate and examine how exemplar organizations have been affected by ethical issues, how they deal with them, and how ethical issues should be taken into account when developing marketing plans. On completion of this module students will be able to produce a marketing plan for a product, a service or an organization that is realistic, in terms of objectives and resources, and effective in terms of the current situation in the marketplace.

Plus: two of the following (Advanced Professional Diploma)

  • Marketing Intelligence
    • The aim of this module is to enable students to understand the purchase decision-making process and how marketing research techniques are used to contribute to the development of marketing plans. This module explores buyer behaviour and how this is influenced by a range of factors and situations. Students will explore the marketing research process and assess the importance of different types of information. The approach is practical and students will learn how to prepare and present a research proposal, assess the reliability of market research findings, and use secondary sources of data. Students will consider customer relationship management and how to assess levels of customer satisfaction. The module seeks to combine a sound theoretical framework with the development of useful business skills.
  • Business Environment
    • The aim of this module is to provide students with an understanding of different organizations, the influence of stakeholders and the relationship between businesses and the local, national and global environments. Businesses operate in an environment shaped by the government, competitors, consumers, suppliers, and international factors. Students will understand that some influences on the business environment are direct and clear, for example taxation policies on corporate activities. Other influences are less clear, perhaps coming from the international arena and sometimes with only an oblique impact on the national business environment.
  • Business Strategy
    • The aim of this module is to give students the knowledge and understanding of how a business unit can strategically organize and plan for likely future outcomes in order to be successful. Students will be introduced to further analysis tools needed for the process of strategic planning. They will be able to explain the significance of stakeholder analysis and carry out an environmental and organizational audit of a given organization. Students will learn how to apply strategic positioning techniques to the analysis of a given organization and prepare a strategic plan based on previous analysis. They will also learn how to evaluate possible alternative strategies (such as substantive growth, limited growth or retrenchment) and then select an appropriate future strategy for a given organization. Finally, students will compare the roles and responsibilities for strategy implementation and evaluate resource requirements for the implementation of a new strategy for a given organization. Students will then be able to propose targets and timescales for implementation and monitoring of the strategy in a given organization.
  • Contemporary Issues in Marketing Management
  • Sales Planning & Operations
    • The aim of this module is to provide students with an understanding of sales planning, sales management, and the selling process, which can be applied in different markets and environments. This module will introduce students to the theory of selling and sales planning, and give them the opportunity to put their personal selling skills into practice. The module starts with an overview of how personal selling fits within the overall marketing strategy for a business. Students will be taken through the main stages of the selling process, and be expected to put them to use. Finally, students will be able to start planning sales activity for a product or service of their own choice – this is another valuable skill that is transferable to many different situations students may find themselves in as they move into employment or higher education.

 

Entry requirements

1. For entry to the programme, one or more of the following criteria must be met:
BA or higher qualification in any area

  • or at least 24 years old
  • or at least 3 years of work experience in a relevant field

2. Proof of English level upon entry, which could be one of the following:

  • ELSA score of at least 360, administered at Prague College or elsewhere in the world
  • TOEFL iBT score of at least 70 or IELTS score of at least 6.0

3. A letter of motivation (300 words) that identifies why you want to study at Prague College and in this particular
programme.

 

Tuition & Payment

Please note that the figure below refers to the fee per semester for the Professional Diploma, part-time status (typically two semesters to completion).


Teaching Faculty