Fundamentals of Marketing Management

Explore the marketing mix, customer behaviour, market segmentation and how to identify a target market and position your brand.

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Course overview

This Marketing Management Short Course takes a holistic view of the fundamental principles and practices in the field.

You will explore what marketing is and entire the marketing mix (i.e. product, price, promotion, place) including customer behaviour, market segmentation, identifying a target market and how to position a brand. Each concept is unpacked with examples and case studies ensuring you walk away with applicable knowledge and practical skills.

This is a cohort-based course, the next intake is coming up soon:
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Next intake: 6 March 2023

Register by 28 February 2023

Course syllabus

This course contains 7 units and can be completed in 6 months at the recommended pace of 8 hours per week. With our structured approach to teaching, you will be able to acquire valuable knowledge and skills with ease.

All courses include an orientation week, assessment and feedback opportunities as well as guided lesson plans from your course lecturer every week.

What you will learn about

  • Unit 1: The Fundamentals of Marketing
  • Unit 2: The Marketing Mix
  • Unit 3: Consumer Behaviour and Customer Relationship Management
  • Unit 4: Segmenting, Targeting and Positioning in a Modern Organisation
  • Unit 5: The Impact of Branding
  • Unit 6: The Marketing Environment
  • Unit 7: Marketing Research

Upon successful completion of this marketing management short course you should be able to:

  1. Discuss the basic marketing principles and concepts;
  2. Outline the organisation’s marketing mix;
  3. Explain the role of consumer behaviour and customer relationship management in the marketing of products and services;
  4. Describe market segmentation, target market and how to position the modern organisation in the market;
  5. Explain the impact of branding; and
  6. Analyse the marketing environment.
  • Study method: Online-only with downloadable course material.

  • Teaching and learning support is delivered online via our intuitive learning platform, iCan.

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Intake Dates
  • Dedicated course lecturer
  • Virtual live classes and weekly lesson plans
  • Plus, get free access to life-skills courses exclusive to iQ students

More about this short course certificate

This course is suitable for individuals working in marketing or wanting to start a career in marketing, as well as entrepreneurs trying to establish their own business in the market.

Though marketing has been transformed by digital and social media, the fundamental principles of what makes a successful marketing strategy or campaign have not changed. There is still a need to understand the basic concepts of marketing to be effective at marketing in a digital era.

This course was specifically designed with that in mind as it offers learners a breadth of information about various aspects of marketing that every professional would benefit from having mastered. 

You will gain an in-depth understanding of the key concepts, tools, and applications of marketing. The practical relevance of marketing in the South African context is also elaborated on in detail. You can expect to gain practical skills in the following areas:

  • Marketing mix
  • Customer demographics
  • Segmentation of market
  • Target market
  • Positioning of product
  • Brand loyalty creation
  • Market research
Upon successful completion of this course, students will be equipped to pursue a range of exciting careers such as:

  • Public Relations Specialist
  • Marketing Assistant
  • Marketing Administrator
  • Digital Marketing Specialist
  • Marketing Solutions Advisor
  • Marketing Manager
  • Marketing Product Manager
  • Accounts Manager
  • Media Specialist
 

Earn a short course certificate and boost your career

  • Complete all units and assignments and receive a print certificate, when eligible, validated by iQ Academy. Highlight your new skills to any business, and confidently grow your career!

  • Learn from subject matter experts and build skills you can count on. 89% of iQ students agree that what they have learnt will significantly benefit their career development. (Student surveys)

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Requirements to study this course

In order to secure a spot in any cohort, students are required to first successfully complete the application process and register by the cohort registration deadline. Registration includes documentation submission and payment of the course fee, there are no registration fees.

Fees payable upon registration will differ depending on the payment option you choose, your Enrolment Consultant will explain this in detail during the application process.

At iQ Academy all of our programmes are offered via distance education. Depending on the course you choose you’ll either be studying fully online or with textbooks and online support.

  • Online-only courses: All course material is available online and can be downloaded, there are no textbooks.
  • Internet-supported courses with textbooks: You will receive textbooks via courier and the course is supported by compulsory online learning activities. Your course material will also be available online.

Teaching and learning will take place online whichever study method you choose. That means that you will need to partake in online learning activities and classes. For more information on each study method, enquire now.

  • Minimum of Grade 10 (Standard 8)
  • Grade 12 or NQF 4 equivalent preferred
  • At least 18 years of age
  • Alternate admission is possible on the basis of Mature Age exemption (23 years and older)
  • Ability to read and write in English, which is the language of instruction
  • Students should also possess a basic level of digital literacy skills
  • A PC, Tablet or Smartphone
  • Access to a reliable internet connection
  • An active email account

Recommended data:

  • At least 1GB of data per month for online-only courses
  • +/- 500MB of data for internet-supported courses
 

When can you start this course?

Our Short Courses are administered in various intakes throughout the year. Enrol for a date that suits you or enquire now if you’d like more information.

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Next intake: 6 March 2023

Register by 28 February 2023

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Next intake: 5 June 2023

Register by 29 May 2023

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Next intake: 4 September 2023

Register by 28 August 2023

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Next intake: 6 November 2023

Register by 30 October 2023

 

Course fees

R8,395

Fees are all-inclusive, no hidden costs.

Ways to pay the course fee

Pay your course fee upfront and enjoy great benefits

Save 10% on the total fee plus get 2GB of FREE data, every month, for 12 months. Offer valid from 01 Oct 2022 – 28 February 2023. T&C’s apply.

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Interest free monthly instalments

Pay as little as R466* / monthly

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Need additional info? View more about our payment options. *Terms and deposit subject to affordability.

What’s included?
  • All your learning material
  • Dedicated lecturer and student support
  • Exclusive Alumni discount: Save 20% on your next course

  • Receive a print certificate, when eligible, validated by iQ Academy

  • Free online DO Life micro-courses

  • Exclusive student community

Enrol for this course in 3 easy steps

Step 1: Begin your enrolment application

Request a call-back, discuss any questions, or complete your application over the phone immediately if you’re ready.

  • Complete the website contact form
  • Recieve a free call-back from an Enrolment Consultant

  • Complete your application for enrolment

Step 2: Register for the cohort

Secure a spot in any cohort by successfully completing the application process and registering by the deadline.

  • Submit required documentation

  • Pay the course fee/s
  • Recieve your student number

Step 3: Start your course

Once your registration is complete you are ready to begin. Remember, if you miss the registration deadline you can always apply for the next cohort.

  • Access iCan (Learning platform)
  • Complete orientation week
  • Engage with your lecturer
 

Apply to study at iQ Academy

Complete the form to request a free call-back from one of our Enrolment Consultants. Start your application online and finish it telephonically.

  • Example: (082) 123-4567
  • By clicking “Submit”, you explicitly and actively consent to our processing of your personal information in accordance with our Privacy Policy. In order to continue please select the Accept checkbox below:
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Thanks iQ, for making it possible for everyone to study without feeling the financial pressure with your fee structures. The lectures are amazing. Looking forward to the future now…thank you!

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I am grateful to our facilitators who were with us throughout. I’d encourage everyone to take a course with iQ, you will never regret it. Thank you and keep up the good work!

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It’s so much easier studying online, downloading all my study guides through my cell phone without a laptop. It’s a good experience for me. This is so easy to do!
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Learning with iQ Academy

From day one, you’ll be part of the iQ community. With a team of experts at your side and an exclusive student community, you’ll never feel alone during your online course.

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  • All courses are lecture-led, which means hands-on support at every step.

  • Our intuitive student portal, iCan, makes learning accessible and easy. Now you can learn anywhere from your PC, tablet or smartphone.

  • Enjoy orientation week before you start your course. Join a vibrant, supportive student community.

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Enhance your career with a short course certificate

Build skills you can count on

89% of students agree that what they have learned will significantly benefit their career development.

  • Learn from subject matter experts

  • Stand-out and add the learning outcomes to your CV

  • Add your certificate to job applications

Earn a Short Course certificate

Showcase your new job-ready skills.

  • Complete all units and assignments

  • Recieve a print certificate validated by iQ Academy (when elgible)

  • Build the career you want
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Balance work, life and studies

Our learning environment is designed to make furthering your education as easy as possible.

  • Lecture-led courses

  • Live virtual classes and special guest lectures

  • Weekly lesson plans keep you on track from day one

 
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