Graduate Certificate in Applied Marketing

The aim of the Graduate Certificate in Applied Marketing is to provide students who already have a degree, or extensive applicable experience, with theoretical and applied knowledge in Applied Marketing, which can be used in professional practice or further advanced study in this area.

The programme offers a blend of theoretical and practical learning, with an emphasis on applied knowledge and skill. High importance is placed on the development of soft skills for management (such as communication, presentation, interpersonal and problem solving skills), in addition to the development of specific business knowledge.

You will learn to:

• Strategically analyse market information in order to apply and develop market research, 
• Develop marketing plans, promotional campaigns and cost effective budgets. 
• Solve problems, both independently and as part of a team.

Compulsory papers

MGT602 (MGT201) Marketing Operations (15 credits)

Students will consider marketing activities in the context of quality and customer service and in the setting of marketing strategies to enable marketing objectives to be met.

On successful completion of this paper, students will be able to:

• Examine the effect quality and customer service has in relation to specific marketing activities.
• Assess the influences of quality and customer service on marketing mix decisions.
• Develop marketing objectives and prepare marketing strategies for a specific organization.
• Formulate quality standards and customer service strategies for marketing operations.

MGT704 (MGT304) Strategic Marketing Management (15 credits)

This paper provides students with a comprehensive understanding of marketing strategy relevant to contemporary organisations and markets.

On successful completion of this paper, students will be able to:

• Critically analyse the key principles of marketing strategy development and evaluate the processes for successful marketing strategy implementation.
• Conduct a strategic customer, market, and environmental analysis, including the application of scenario planning.
• Compare and contrast marketing strategies for new and growth markets and assess marketing strategies for hostile and declining markets.
• Critically discuss the key emerging issues in modern day marketing strategy.

MGT706 (MGT306) Reputation and Brand Management (15 credits)

This paper provides students with an understanding of what the components of reputation and brand are and how these are protected in a political setting. Students will also be able to develop strategic tactics for brand protection.

• Compare and contrast how corporate reputation is measured by a variety of stakeholders, both internal and external.
• Critically examine the evolution of corporate reputation and analyse the opportunities and challenges facing business in the digital age.
• Critically analyse a brand and its components to develop, justify and evaluate strategies for brand protection.
• Evaluate strategies to manage brands for continued growth and profitability with specific consideration to corporate social responsibility.

MGT720 Consumer Behaviour and Market Trends (15 credits)

This paper critically evaluates the concepts and theories that drive consumer behaviour, how socio-economic factors influence consumer decision making, how consumers respond to marketing and promotion trends and how organisations can utilise consumer behavour trends to effectively market a product or service.

On successful completion of this paper, students will be able to:

• Critically evaluate concepts and theories underpinning consumer behaviour.
• Assess the impact of group social and cultural influences on consumer behaviour and decision making.
• Critically evaluate the effectiveness of various advertisements and promotions and their attempts to influence the behaviours of consumers.
• Analyse the trends in consumer behaviour, and apply them to the marketing of an actual product or service.