ABE Level 6 Extended Diploma in Marketing Management (QCF)

What you'll be able to do

• Understand the developing role of marketing within a modern organisation.
• Understand the potential impact of the Internet and related technological developments upon marketing practice.
• Understand changes in consumerism, environmentalism and the “green” movement and their implications for marketing.
• Understand the nature and importance of globalisation and the processes involved in global marketing.
• Understand developments in social, service and not-for-profit marketing and their specific characteristics.
• Understand the importance of the internal marketing concept and the implementation of relationship marketing policies.
• Understand the main criticisms of modern marketing practice and their validity.
• Understand the importance of marketing logistics (Physical Distribution Management) in the overall marketing strategy.

What you'll be able to do

• Critically assess the nature scope and need for corporate strategic planning
• Critically evaluate the tools and techniques of analysis for corporate strategic planning decisions
• Identify and critically assess strategic options and decisions
• Decide between strategic options and decisions
• Critically assess the issues in implementing strategies
• Critically assess the approaches to implementing strategies
• Critically assess the issues in measuring and controlling corporate strategic performance
• Critically assess the approaches to measuring and controlling corporate strategic performance
• Critically evaluate key contemporary issues affecting corporate strategic planning
• Critically evaluate future challenges affecting corporate strategic planning

What you'll be able to do

• Understand the nature of economic resources and recognise that their finite supply necessitates business organisations making choices.
• Understand the concept of market equilibrium and be able to utilise supply and demand analysis to examine how price is established within a market.
• Understand the concepts of elasticity of demand and supply and their application within the business decision-making process.
• Understand the economic theory of costs, the distinction between short-run and long-run costs, economies and diseconomies of scale, and their application to business.
• Understand the nature and characteristics of different market structures and how these structures affect business conduct and performance.
• Understand the role and importance of the banking and finance sector to the successful operation of a business.

What you'll be able to do

• Understand the nature of the communications process and the concept of integrated marketing communications, including its benefits and challenges.
• Manage the efficient procurement of marketing services and how external suppliers can achieve successful relationships with clients, ensuring value for money and effective collaboration.
• Plan, implement and evaluate an advertising campaign, including setting objectives, selecting media, and measuring results.
• Understand how to manage and provide effective sales promotions services, including designing incentives, managing budgets, and tracking performance.
• Target individual customers by direct and digital marketing, including using data analytics, personalising messages, and optimising campaigns.
• Understand the role of public relations and know how to manage a successful campaign, including building relationships with the media, managing crises, and measuring impact.
• Promote effective integration of marketing and sales activity, including aligning goals, sharing information, and coordinating efforts.
• Understand the role of field marketing and know how to manage and provide effective field marketing programmes, including planning events, training staff, and measuring ROI.

What you'll be able to do

• Understand the complexities and challenges inherent in international and global marketing, and be able to evaluate their potential and associated risks.
• Prepare and implement effective international marketing strategies and plans, taking into account cultural and economic differences.
• Understand the organisation and management of international marketing operations, including staffing and resource allocation.
• Understand the marketing opportunities presented by emerging markets, and the potential problems arising from cultural and related factors.
• Understand the requirements for international physical distribution management and channel strategy, including logistics and supply chain considerations.
• Understand the financial aspects of international marketing, including exchange rates, payment methods, and risk management.
• Understand how to develop international sales and marketing communications strategies, considering cultural nuances and language barriers.

What you'll be able to do

• Understand the contribution customer service makes to achieving organisational objectives.
• Improve customer service performance in an organisation.
• Manage the customer interface.
• Improve customer service levels in specific contextual settings.
• Understand the role and impact of front-line staff in the delivery of customer service.

What you'll be able to do

• Understand the nature of marketing information in all types of business operations.
• Understand the role of marketing information in all types of business operations.
• Understand the strategic value of marketing information in all types of business operations.
• Identify the informational requirements for marketing management.
• Identify the informational requirements for marketing planning.
• Identify the informational requirements for marketing control.
• Obtain the informational requirements for marketing management, planning and control.
• Understand the internal documentary system of a marketing information system.
• Understand the marketing intelligence system of a marketing information system.
• Understand the market research component of a marketing information system.
• Understand the marketing analytical system of a marketing information system.
• Understand the applications of marketing information systems in a wide range of organisational functions.
• Understand international marketing information systems.
• Understand multinational marketing information systems.
• Understand global marketing information systems.

What you'll be able to do

• Understand the creative nature of marketing and be able to evaluate the role and value of marketing in a variety of business contexts.
• Understand the marketing mix concept (7Ps) and its role in the formulation of an integrated marketing plan in both domestic and international markets.
• Formulate marketing plans at domestic and international levels.
• Evaluate marketing plans at domestic and international levels.
• Understand the role of information and research in marketing decision making.
• Understand the influence technology has had on information and research activities in recent years.
• Understand the macro environmental factors affecting marketing decisions.
• Understand the micro environmental factors affecting marketing decisions.
• Conduct environmental scanning.
• Conduct external audits.
• Understand consumer buyer behaviour and the main influences at individual and household level.
• Understand organisational buyer behaviour and the main influences at organisational level.
• Understand segmentation targeting and positioning tools and techniques.
• Develop and implement STP (Segmentation, Targeting, and Positioning) strategies in an appropriate and creative manner.

What you'll be able to do

• Understand the importance of organisational behaviour in successfully managing a dynamic environment.
• Understand the individual’s contribution to organisational behaviour and performance by recognising the importance of personality, perception, attitudes and learning.
• Understand motivation, the various content and process theories and their implications for management, and job re-design approaches to improve motivation.
• Understand about job satisfaction and its relationship to job performance together with stress, frustration reactions and the necessary management action to overcome them.
• Understand the nature, skills, significance and effectiveness of groups in organisations.
• Understand leadership theories and examine the key variables that determine the effectiveness of leadership in practice.
• Understand the nature of conflict and various approaches to securing conflict resolution.
• Understand formal and informal communication processes and networks and examine the potential barriers to effective communication.

What you'll be able to do

• Understand the main sources and types of law.
• Understand the different types of business organisation.
• Understand the essential elements of a contract.
• Understand the law on discharge and breach of a contract.
• Know and understand the legal rules in relation to agency.
• Know the legal rules in relation to the areas of employment law identified.

What you'll be able to do

• Understand the importance of marketing for business managers operating within a competitive context.
• Understand the concept of marketing orientation and how it is developed within organisations.
• Understand the purpose and role of the marketing function within organisations.
• Understand what is meant by the marketing mix and its constituent elements in both goods and services settings.
• Understand the broad categories of the market and the development of practical marketing approaches applicable to each.
• Understand market segmentation, targeting, and product positioning, and their implications for marketing practice.

What you'll be able to do

• Initiate the preliminary stages of a project.
• Analyse the project work content in order to obtain estimates and tenders.
• Analyse the associated risks in order to obtain estimates and tenders.
• Create a detailed project plan.
• Understand how the progress of a project can be monitored.
• Understand how the progress of a project can be controlled.
• Organise a suitable team structure for the project personnel.
• Devise strategies for leading project personnel effectively.
• Understand the management of quality within a project.
• Understand the management of change within a project.
• Know about the recommended activities in the closure and review of a project.
• Know about the required reports in the closure and review of a project.

What you'll be able to do

• Understand different types of numerical data and various data collection processes.
• Present data effectively for users in business and management.
• Understand the basic concepts of probability and probability distributions.
• Understand the applications of probability and probability distributions in business and management.
• Apply statistical methods to investigate inter-relationships between business variables.
• Apply statistical methods to investigate patterns in business variables.
• Understand how statistics and mathematics can be applied in the solution of economic problems.
• Understand how statistics and mathematics can be applied in the solution of business problems.

What you'll be able to do

• Understand the role of the sales manager.
• Understand the qualities required of a sales manager.
• Understand the skills required of a sales manager.
• Understand how to define and set objectives for a sales team.
• Understand how to measure the performance of a sales team.
• Understand the importance of training for both the sales team and individual sales staff.
• Understand the importance of coaching for both the sales team and individual sales staff.
• Understand motivation techniques for a sales team.
• Understand team building techniques for a sales team.
• Understand sales initiatives.
• Understand sales campaigns.
• Understand sales incentive schemes.
• Understand the key techniques of negotiation.

What you'll be able to do

• Understand the broad concepts and processes of strategic development and marketing planning, including situation analysis, objective setting, strategy formulation, and implementation, and the associated theoretical models and frameworks, such as SWOT analysis, Porter's Five Forces, and the Ansoff Matrix.
• Understand the importance of strategic marketing analysis and research, including market segmentation, targeting, and positioning, and how today’s global, dynamic, and highly competitive business environment influences the process of strategic development and marketing planning.
• Understand how organisations determine their strategic direction, including mission, vision, and values, and know how to identify and evaluate the various ways in which this can be achieved, such as diversification, market penetration, and product development.
• Understand how to implement, measure, and control strategic marketing plans, including budgeting, resource allocation, and performance monitoring.
• Understand how strategic marketing can be applied to a range of business contexts, including the small to medium-sized sector, considering the specific challenges and opportunities faced by these businesses.
• Understand the impact that technological advances have on strategic marketing, including digital marketing, social media, and e-commerce, and be able to incorporate such advances into strategic marketing plans.

What you'll be able to do

• Understand the significance of the environment on business activity.
• Understand the structure and organisation of business.
• Understand the competitive and political environment facing businesses.
• Understand the impact of the macro-economic environment on business.
• Understand the influence of the global economy on business.
• Understand the impact of socio-cultural influences and technology on business decisions.