CMP – Certified Marketing Professional

ABOUT THE PROGRAM

The CMP is designed to introduce learners to the principles of marketing strategies and to develop their knowledge and understanding of the formulation, implementation and control of a marketing strategy which is implemented by the marketing function of an organization.

WHY STUDY THE PROGRAM

Learning Outcomes

• Investigate the concept and process of marketing
• Explore the concepts of segmentation, targeting and positioning
• Identify and analyze the individual elements of the extended marketing mix
• Apply the extended marketing mix to different marketing segments and contexts

ACCREDITATION

The course is accredited by Qualifi, UK and regulated by Ofqual, UK.
The course provision is approved by the KHDA, Dubai Government

PROGRAM DESCRIPTION

Session 1 – Introduction to Marketing & Marketing Process

• What is Marketing?
• Marketing Process – Strategy, Internal Audit, Environmental Scanning, Strength Formulation, Market Segmentation, Plan Types of Markets

Session 2 – 7 P’s of Marketing

• Product – 3 layers Core, Actual & Augmented
• Place – Five Rights of Distribution, Functions of Distribution Channels
• Price – Premium, Market Penetration, Economy, Skimming, Psychology, Bundle

Session 3 – 7 P’s of Marketing

• Promotion – Personal selling, Advertising, Public relations, Sales promotion, Direct marketing
• Additional 3 Ps: People, Process, Physical Evidence

Session 4 – Segmentation & Buying Behavior

• Segmenting consumer market
• Consumer Buying Behavior
• High Involvement – Complex Buying Behaviour, Dissonance-Reducing Buying Behaviour
• Low Involvement – Habitual Buying Behaviour, Variety-Seeking Buying Behaviour
• Approaches to Adaptation – Straight extension, Product Adaption, Communications Adaption, Dual Adaptation

CAREER OPPORTUNITIES

Top areas of employment include:

• Marketing Manager
• Marketing Specialist
• Marketing Strategist

ENTRY REQUIREMENTS

Students applying for the program would benefit more readily if they meet with one of the following:

• An appropriate Diploma
• An appropriate professional qualification

Mature executives who do not possess the above mentioned qualification but with substantial experience will be considered on a case-by-case basis.

PROGRESSION

Students would ideally top up into the Certified Human Resources Professional (CHRP) course that would allow them a more strategic view into the HR field. They could then move ahead into the Executive Diploma in Business Administration.

AWARDS

TESTIMONIALS