Level 4 Accredited Marketing, Media + Advertising Diploma

Level 4 Accredited Marketing, Media + Advertising Diploma Course Content

Level 4 Accredited Marketing, Media + Advertising Diploma ;
Unit 1: Using information, communication and technology ICT in the study of Marketing, Media and Advertising (MMA)

This unit of the course aims to raise learner awareness of the different types of ICT skills, and provide the opportunity for them to develop these skills commensurate with H4 and H5 study. The course is delivered via distance learning with no face to face contact between tutors and students, therefore understanding appropriate research techniques, portfolio skills and self-reflection is important in terms of independent study at this level as well as facilitating a positive learning experience

1 Applications of ICT in the study of MMA

• Information, communication and technology (ICT) comprises core skills for learning.
• Utilisation of methods , tools and strategies of ICT to establish and maintain a sound working relationship with tutors and the college.
• Development of ICT skills in order to communicate effectively and maximise study progression.

2 ePortfolio constructs

• Setting up an ePortfolio for use during the lifetime of the course for storage of files including coursework, self-assessment activities, independent research notes and reflective journals.
• The ePortfolio may be requested from time to time by tutors and moderators. Learners will be asked at various points in the course to upload files for this purpose.
• A structured system of unique information but once completed can be used as a resource for continuing professional development (CPD), and a body of revision for future studies.

3 Independent web based research

• Independent research to equip students with confidence to source and evaluate information relevant to the core course topics within MMA.
• Develop tools and strategies with which to begin to undertake independent research and integrate this into coursework activities, for example suggesting ways to read research articles and assimilate types of information from these.

4 Principles of self-assessment and reflective writing

• The development of knowledge and understanding through writing skills for communicating ideas and arguments to tutors and other readers of written work.
• Reviews of writing skills.
• Reflective writing skills and practice.
• Promotion of pro-active implementation of skills enhancement through tutor feedback and self-assessment.

Level 4 Accredited Marketing, Media + Advertising Diploma ;
Unit 2: Research methods and techniques in Marketing, Media and Advertising

The aim of this unit is to provide learners with an opportunity to explore research paradigms, methods and techniques, and to evaluate the advantages and disadvantages of each one in order to contextualise study design.

In MMA, research plays a significant role in shaping outcomes and perception, therefore learners are encouraged to independently research a range of application of method and techniques related to marketing, media communication and advertising strategies

Unit content

1 Research techniques

• Experimental methods and non-experimental methods.
• Natural studies.
• Field studies.
• Correlational analysis.
• Observational techniques.
• Self-reporting.
• Closed, open and leading questions.
• Case studies.
• Ethical issues.
• Evaluation of advantages and disadvantages of techniques.

2 Investigation design

• Aims, research questions and hypothesis design.
• Participant recruitment and sampling methods.
• Informed consent.
• Variables (situational and participant).
• Controlling variables.
• Operationalising variables.
• Conducting pilot studies.
• Assessment and improvement of reliability and validity.

3 Quantitative

• Data analysis and presentation.
• Scales of measurement.
• Visual representation of data.
• Research software.

4 Qualitative

• Data analysis and representation.
• Interpretation, recording and observation.
• Content analysis and coding.
• Ontology and epistemology in methodological choice.

Level 4 Accredited Marketing, Media + Advertising Diploma ;
Unit 3: The Philosophy of Marketing and the Marketing Concept

The aim of this unit is to introduce the philosophy of marketing and give learners an opportunity to explore and evaluate models, strategies and theoretical concepts which underpin marketing practice.

Unit content

1 Concepts within marketing

• Definitions and aims of marketing and marketing research.
• Components of the marketing mix.
• Inbound and outbound marketing.
• Evaluation of strategies: target markets. Products and services, promotion, price and distribution).

2 5 Steps in Marketing

• Understanding the customer.
• Creating value for the customer.
• Communicating value.
• Ease and convenience related to customer expectations.
• Long term relationships with customers.

3 Types of marketing

• The 4 ‘Ps’: product, pricing, promotion and placement.
• Techniques in marketing.
• Advertising and promotion.
• Direct and indirect marketing.
• Mail order and telecommunication.
• Evaluation of advantages and disadvantages of types of marketing.

4 Marketing theory

• Product types, product design, branding and naming, functionality, adaptability,
• Compatibility.
• Market positioning, strategy, segmentation.

Level 4 Accredited Marketing, Media + Advertising Diploma ;
Unit 4: Product Review and Marketing Strategies

The aim of this unit is to provide learners with the opportunities to examine and evaluate a range of marketing strategies across different contexts and to conduct independent research into how these strategies are applied to products.

Unit content

1 Market dominance strategies

• Market shares.
• Market challengers.
• Market followers.
• Market nichers.

2 Porter-generic strategies

• Competitiveness strategies.
• Cost leadership strategies.
• Differentiation strategies.
• Segmentation.

3 Generic strategies

• Recent developments and changes.
• Aggressiveness strategies.
• Prospector strategies.
• Defender strategies.
• Analyser and reactor strategies.

4 Growth strategies

• Horizontal integration.
• Vertical integration.
• Problems and benefits.
• Profit impacts.
• PIMS.
• Scenario planning.
• Scenario analysis.

Level 4 Accredited Marketing, Media + Advertising Diploma ;
Unit 5: The Communication Components

The aim of this unit is to provide learners with an opportunity to evaluate communications strategies and approaches within different types of marketing; and to explore the philosophical concepts which underpin tactics and techniques.

Unit content

1 Commercial advertising

• Types of commercial advertising.
• Target market and target groups.
• Covert advertising and product placement.
• Measuring impact and rating scales.
• Effects of branding (psychological and associative).

2 Direct marketing

• Inbox marketing concepts.
• Needs assessment and the marketing relationship.
• Quick wins.
• Channels.
• Direct mail and response rates.
• Advantages and disadvantages of direct marketing strategies.
• Telemarketing and e-mail.
• Legislation and professional codes of conduct; professional associations.

3 Marketing promotion

• Publicity, VNRs and online marketing.
• Integrated marketing communication models and evaluation of case studies.
• Public relations (corporate, non-profit organisations, methods and tactics).
• Press conferencing (press releases, optimized internet releases, lobby groups, astroturfing and spin).

4 Database marketing

• Uses and users.
• Benefits.
• Product market literature.
• Premium item placement and sales force.

Level 4 Accredited Marketing, Media + Advertising Diploma ;
Unit 6: E-Commerce

The aim of this unit is to provide learners with an opportunity to study the historical origins of e-commerce and explore current uses, aims and objectives. Learners will also be encouraged to develop knowledge and understanding of e-commerce applications through independent research and this will aid expansion of transferable skills into practical contexts.

Unit content

1 Historical emergence

• Historical timeline of e-commerce.
• Electronic Signatures Act 2000.
• Services and products.
• Transactions and collection systems.

2 Development of e-commerce

• Aims and objectives of e-commerce.
• Electronic Data Interchange (EDI) development and application.
• HTTPS protocols and impacts.
• The establishment of e-commerce.

3 P roduct placement

• Types of online sales, services and products.
• The psychology of users related to product type.
• Acceptance and the e-commerce business model.

4 E-commerce retailing and marketing strategies

• McKinsey analysis.
• Niche leaders.
• Case study evaluations.
• Enticement strategies and tactics.
• Target groups.
• Priorities.
• Converting visitors into customers.

Level 4 Accredited Marketing, Media + Advertising Diploma ;
Unit 7: The Marketing Mix

The aim of this unit is to provide learners with the opportunity to explore the different approaches within marketing mixes and also to evaluate analytic strategies which have emerged within the numerous marketing models.

Learners will also be encouraged to develop understanding of current extended marketing mixes through independent research which will widen knowledge related to practical marketing applications.

Unit content

1 The extended marketing mix

• 7Ps approach.
• Extended matrix mix.
• Relationship marketing model.
• Customer movement.
• Strengths and limitations.
• Ansoff’s product/market grid.

2 The 4s Web Marketing Mix

• The web marketing mix.
• Strategies and objectives.
• Synergy and integration.
• Scope and siting.
• System technology.

3 Affiliate marketing models

• History and development of models.
• Strengths and weaknesses.
• Limitations.

4 Marketing performance analysis

• Sales analysis.
• Market shares.
• Expense analysis.
• Marketing plans.
• Financial planning and budgeting.

Level 4 Accredited Marketing, Media + Advertising Diploma ;
Unit 8: History of Media Studies

The aim of this unit is to provide learners with the opportunity to explore the historical origins of media and the relevant links with culture, society, psychological influences and technological advances.

Unit content

1 The origins of modern media

• Historical timeline.
• Social, political and economic drivers.
• Controversy and debates.
• Cultural meanings and influences.

 2 Mass media

• History of emergence and shaping of meanings.
• Placement within society and cultures.
• Dissemination routes.
• Etymology.

3 Multimedia

• Applications and contexts.
• Development and use of PC and multidimensional graphics, CD-ROM and DVD-ROM.
• Evaluation of usage and applications from historical emergence to current.

4 Evaluate the contributions

Evaluation and exploration of work by the following contributors:

• Alfred Deakin.
• John Udell.
• John Logi Baird.
• Andrew Soderberg.