Marketing & Digital Marketing


The primary objective of this course is to learn how to analyse the marketing environment, to formulate marketing objectives and plans in order to sustain a competitive advantage in satisfying the targeted customers. Without any knowledge of what marketing management is, how important it is and how it must be applied in the business, it is unthinkable to assume that any business will be a success. Sound principles of marketing management are aimed at enabling the business to grow and survive.

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After the successful completion of the programme, the student will receive a certificate (NQF level 5) issued and endorsed by the UFS. Recognition to the Higher Certificate in Management Development is available.

In this programme participants will learn to:

  1. Have a proper understanding of the overall marketing management process and marketing environment.
  2. Develop a market grid and positioning chart for a business.
  3. Analyse the product and service portfolios of a business.
  4. Have a proper understanding of the overall marketing plan.
  5. Formulate a promotional mix.
  6. Understand the workings and importance of Customer Relation Management (CRM) system.
  7. Have a proper understanding of sales and sales management.
  8. Develop an advertisement for a magazine.
  9. Discuss the characteristics of a service and the extended marketing recipe for services.

Programme Content

  1. Introduction to Marketing Management and the Marketing Concept
  2. The Marketing Environment
  3. Consumer Behavior and Decision Making
  4. Market Segmentation and Target Marketing
  5. Product Decisions
  6. Pricing Decisions
  7. Marketing Communication
  8. Distribution Decisions
  9. Services Marketing
  10. Strategic Marketing Planning
  11. Functional/Operational Marketing Planning and the Marketing Plan
  12. Customer Relationship Management
  13. A Case Study
  14. Introduction to Digital Marketing
  15. The Digital Marketing Environment
  16. Consumer Behaviour and Digital Marketing
  17. Digital Marketing and Marketing Strategy
  18. Contemporary Topics in Digital Marketing

Your Lecturers for this online Programme: Marketing & Digital Marketing


Salomien Boshoff
Marketing Management

Jacques Nel
Digital Marketing

Additional information



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Course Level



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Nqf Level

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