Postgraduate Certificate in Marketing

KEY FACTS
Qualification: Professional Development Programme
Duration: 12-weeks, 4 classes a week
Campus: London
Intake Dates: February, May and September*
Timetables: Click here for timetables
Tuition Fees: £3,900
For Frequently Asked Questions Click here

The Postgraduate Certificate in Marketing will provide students with hands-on practical knowledge and the skills to successfully market services and products. The 12-week programme gives you the chance to choose four courses from a range of six, therefore you will be able to focus on the areas of marketing you are most interested in.

This programme will give you a solid foundation of the main tools and practices of the marketing industry and how to apply them effectively.

Career prospects:
With this course, you will gain a vital new skills to help you gain a range of positions in the field of marketing.

Course Structure

The Postgraduate Certificate in Digital Marketing consists of four short courses which you will be able to choose from the six courses below. Click on each module below to see the course content.

Brand Management
Consumer Behaviour Analysis
Content Marketing and SEO
Data Analytics in Marketing
Digital Marketing
Marketing Strategy

Brand Management

The Brand Management Module in PG Cert in Marketing provides a thorough understanding of the essential role a clear strategy plays in the success and sustainability of a brand. You will gain techniques and insights on how to plan, create and maintain a healthy purpose led brand. You will also develop an appreciation of leading brands and gain skills and insights to form effective values driven strategies.

Brand strategy influences the success of organisations, products, services, politics, people and places. Strong brands aren’t limited by size, shape or scope and they engage a variety of stakeholders including customers, employees and suppliers. Brands provide choice, earn loyalty, add value and convey change. From ‘business to business’, ‘business to consumer’ and ‘peer to peer’ strong brands are everywhere.

Course Content

  • The definitions of brand: Personality, Mind and Heart
  • The architecture of brand: Single Brand, Branded, Endorsed and Hybrid
  • The value of brand: models of equity and valuation
  • The motivation for the brand: purpose, vision and values
  • The psyche of brand: personality profiling and archetypes
  • The community of brand: ethos, leadership, ambassadors and champions
  • The aesthetics of brand: identity through name, logo, colour and type
  • The experience of brand; touchpoints, customer journeys and social media
  • Employees and the brand: attraction, retention and engagement
  • The protection of brand; guardianship, intellectual property, reputation management. 

The method

  • Contemporary and historic real world examples and analysis
  • Review and discussion
  • Team exercises and role play
  • Creativity and expression
  • Video examples
  • Self-assessment and action planning 

Lecturer
David Scialpi is a global brand expert in the areas of holistic brand management, reputation, advocacy and digital marketing. Frequently called to keynote at marketing innovation forums and summits, David also guest lectures at various universities, including Imperial College Business School and University of Trento.
Former CEO of Reinventa Dee Oceans ltd, David has helped Brands such as L'OREAL, Unilever, Procter & Gamble, Deloitte and Accenture improve their marketing and digital marketing strategies. He has also successfully organised international conferences and educational courses on the latest branding innovations. Mr. Scialpi graduated Cum Laude in Economics and Management from Third University of Rome and holds a Level II M.B.A. degree on Risk Management.

Consumer Behaviour Analysis

This module will focus on the processes that are used to when identifying marketing strategies. After grounding in consumer behaviour, you will develop an understanding of models and tools when analysing customer behaviour through the use of theoretical models, research data, and practical examples. The course will also explore the contribution of consumer analysis in relation to marketing strategies set out by various companies.


Learning Objectives
By the end of the sessions, you should be able to:

  • Analyse and evaluate current developments in consumer behaviour, market environments and culture through use of relevant case studies
  • Critically analyse and distil the results of a consumer research to gain insights into consumer behaviour
  • Evaluate the success of current models in predicting the consumer purchase decision
  • Analyse patterns and processes of consumer behaviour in the contemporary and international business context
  • Critically evaluate consumer and customer management practices in organisations in different sectors 

Course Content

  • Consumer psychology: Core concepts of consumer behaviour
  • Importance of consumer insight in marketing management
  • Consumer behaviour in global context and cross culture management
  • Diagnosis of requirements: Methods of consumer data collection; Ethical issues in consumer research. Interpretation and analysis of qualitative and quantitative data using basic descriptive statistics
  • Personality of consumer and environmental context: Demography, psychography, netnography and culture; Consumer awareness, loyalty and motivation; Factors that impact on consumer behaviour; Opinion leaders and trendsetters
  • Purchase and Consumption: Purchase decision making process: stages, factors, explanatory models; Purchase decision making process: stages, factors, explanatory models; Purchase and consumption behaviour in consumers
  • B2B and B2C and Consumers as customers; Customer relationship management

Core Reading
Solomon, M. R. (2015) Consumer Behaviour Buying Having & Being 11TH Edition (Pearson).
Note an updated text is available December 2016.

Recommended Reading

  • Bernasek, A. Mongan, D. T. (2015) All You Can Pay: How Companies Use Our Data to Empty Our Wallets
  • Blythe, J. (2010) Consumer Behaviour. 2nd Edition SAGE
  • Schneier, B. (2015) Data and Goliath: The Hidden Battles to Collect Your Data and Control Your World. W. W. Norton
  • Smith, M. (2014) Targeted: How Technology is Revolutionizing Advertising and the Way Companies Reach Consumers AMACOM
  • Solomon, M. et al. (2013) Consumer Behaviour, Buying, Having, and Being. 11th edition, London: Prentice Hall


Lecturer
Bruce Sheppy
BMil.Sc, MBA, MSc, M.IoD (UK), PG Cert.HE, F.HEA, F.Inst.Dir (SA), Chartered Marketer (SA).
Bruce is a successful senior management professional having served as group marketing director of a South African hospital group listed on the Johannesburg Stock Exchange, and as CEO of a pan African medical insurance and health management group with offices in Egypt, Tanzania, Kenya, Ghana and Rwanda. After moving to England in 2003, he changed his career to that of an academic, trainer and consultant. He has also served as a director of a NHS Acute Trust, a Community Association and a Mental Health charity in London. He is a visiting lecturer at a number of London based universities and colleges in the subject areas of strategy, marketing and leadership. He has successfully presented international Master Class and Executive Training workshops and seminars, blending academic rigour with practical business experience both in the UK and abroad. He has an extensive publication record in peer reviewed journals, and is on the editorial board of a leading healthcare management journal, and a director of an environmental management and sustainability organisation.

Content Marketing and SEO

Search Engine Optimisation [SEO] and content Marketing is becoming increasingly complex with continuous innovations between rival search engines coupled with writing effective content for blogs. This module will enable you to build organic search marketing strategies and explore best practices on building up guest blogging relationships for link building. Through appropriate structuring, language use and planning this module will allow you to write content for blogs that link and build natural links that are great for SEO.

Learning Objectives
By the end of the sessions, you should be able to:

  • Appreciate the principles of content marketing and its correlation and its overall fit within the marketing mix.
  • Explore Social media and its uses in attracting and retaining customers.
  • Explore the links between Content Marketing, Social Media and SEO
  • Explore the paradigm shift from interruptive advertising to branded content
  • Learn to research and understand your audience, and create persuasive content to the right target audience at the right time and place
  • Understand the customer decision journey and content to instil the right content
  • Use frameworks to create your content strategy and plans
  • Explore various tools to measure the success of your content marketing plans

Course Content

  • Introduction to Content Marketing
  • Business Objectives and User-Centred Content
  • Brand Storytelling and Branded Content
  • Content Marketing for Multiple Online and Traditional Channels, Devices and Context
  • Explore the intersection between Social Media, content and Search marketing
  • Content Marketing Strategy
  • The Challenges and Considerations in Content Marketing
  • Measuring Success, KPIs and ROI
  • Special Content Marketing Topic - Search Engine Optimisation (SEO)
  • Conclusions and Action Plans

Core Reading

  • Sonja Jefferson & Sharon Tanton, Valuable Content Marketing: How to Make Quality Content Your Key to Success, Kogan Page
  • Dave Chaffey, Fiona Ellis-Chadwick (2015), Digital Marketing: Strategy, Implementation and Practice, Pearson; 5 edition 

Lecturer
Ben Botes
Ben holds an MBA from Surrey University (UK) as well as an MSc in Psychology from Trinity College (USA). In addition to his extensive teaching experience, Ben is also an entrepreneur and professional consultant. Ben co-founded Caban Capital Plc, a UK based private equity firm that supports early stage companies in both the UK and Africa. In 2006, Ben was made the youngest president of the European Coaching Institute. In his most recent role as a Management Consultant, Ben as coached teams in multi-national companies including Toyota, Accenture and Hewlett-Packard.

Data Analytics in Marketing

With marketing in organisations becoming increasingly data driven, the study of data and analytics have become very popular and essential amongst learners. It is essential for marketing professionals to keep up with the latest technologies and trends, yet increasingly difficult to measure and understand the success of modern marketing campaigns.

The programme is designed to provide training and education for those who wish to understand how marketing data is collected, stored, analysed, disseminated, and interpreted in order to make sound marketing decisions.
You will gain an understanding of marketing theory, as well as developing the key practical skills data analysis in marketing. Through the use of live briefs you will gain practical experience working on the types of projects you would be involved with as a marketing practitioner.

Learning Objectives
By the end of the sessions, you should be able to:

  • Understand the role and value of information, performance measurement and customer and competitor insights in marketing.
  • Grasp the metrics and data sources used for evaluating business and marketing performance and gathering competitor and customer insights – both in offline and online contexts.
  • Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviours
  • Measure real social media ROI: sales, leads, and customer satisfaction
  • Track the performance of all paid, earned, and owned social media channels
  • Leverage “listening data” way beyond PR and marketing: for strategic planning, product development, and HR
  • Start optimizing web and social content in real time
  • Implement advanced tools, processes, and algorithms for accurately measuring influence
  • Focus new marketing and social media investments where they’ll deliver the most value

Course Contents

  • Understanding Digital Analytics Concepts
  • Picking the Tools of the Trade
  • Tools for Content and Engagement Analysis
  • Understanding Digital Influence
  • Developing Your Social Media Listening Program
  • How to Use Listening to Inform Marketing Programs
  • Using Online Data to Anticipate a Crisis
  • Making Reports Easy to Understand and Communicate
  • Search Analysis and Search Analytics
  • Mobile Analytics: How Mobile Is Different than Other Digital Channels

Core Reading
Chuck Hemann & Ken Burbary (2015) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Pearson

Lecturer
Ben Botes
Ben holds an MBA from Surrey University (UK) as well as an MSc in Psychology from Trinity College (USA). In addition to his extensive teaching experience, Ben is also an entrepreneur and professional consultant. Ben co-founded Caban Capital Plc, a UK based private equity firm that supports early stage companies in both the UK and Africa. In 2006, Ben was made the youngest president of the European Coaching Institute. In his most recent role as a Management Consultant, Ben as coached teams in multi-national companies including Toyota, Accenture and Hewlett-Packard.

 

Digital Marketing

This course offers a full introduction to Digital Marketing. The course will look at a range of digital marketing practices and techniques including search engine optimisation, the use of social media as well as other popular digital marketing practices. No prior technical experience is required. The aim of the course is for you to develop your skills to use social media and digital tools so that you will be able to implement marketing strategies effectively.

The module is divided into three main sections outlining social media, applicable digital channels and the implementation of a new age “digimarketing” model. You will be able to apply skills learnt on the module to a fast changing, dynamic, multi-channel markets to win customers and clients.


Learning Objectives
By the end of the sessions, you should be able to:

  • Identify and appraise changes in marketing brought about by digital marketing and analyse their effects and marketing strategies
  • Demonstrate a critical understanding of new age and digital marketing tools and discuss the means of deploying the tools
  • Identify new age and digital marketing tools and design digital and new age marketing campaigns using these tools
  • Develop your knowledge of companies that have successfully used and implemented e-Marketing Strategies

Course Contents

  • Social Media and Digital Channels of Marketing
  • Understanding the new online market and opportunities.
  • Digital business models - New ways of doing business online
  • Consumer Behaviour Online - Who is the digital consumer, how do we understand them and what does this mean for the business?
  • E-Marketing Communication Tools - Advertising & Viral Marketing, Banner adverts, PPC, affiliate marketing, viral adverts, E-PR
  • Building Blocks of SEO - Being found on search engines and social networks.
  • SEO Practice and Techniques - Being found on search engines and social networks. – The practicalities.
  • CRM and Social Media - Harnessing the power of influence online.

Core Reading
Dave Chaffey, Fiona Ellis-Chadwick (2012), Digital Marketing: Strategy, Implementation and Practice, Pearson; 5 edition

Lecturer
Ben Botes
Ben holds an MBA from Surrey University (UK) as well as an MSc in Psychology from Trinity College (USA). In addition to his extensive teaching experience, Ben is also an entrepreneur and professional consultant. Ben co-founded Caban Capital Plc, a UK based private equity firm that supports early stage companies in both the UK and Africa. In 2006, Ben was made the youngest president of the European Coaching Institute. In his most recent role as a Management Consultant, Ben as coached teams in multi-national companies including Toyota, Accenture and Hewlett-Packard.

Marketing Strategy

This course offers a full introduction to Marketing Strategies and plans. The module will equip you with the knowledge, skills, and competencies to develop effective marketing strategies and to evaluate its results from a strategic management perspective. No prior technical experience is required. Participants will be able to apply skills learnt on the module to a fast changing, dynamic, multi-channel markets to win customers and clients.

The module is divided into three main sections outlining the marketing environment and modern day consumers, applicable communication strategies and the implementation communication strategies. The creation of actionable marketing plans within the different types of businesses will also be considered.


Learning Objectives
By the end of the sessions, you should be able to:

  • Explain and show understanding of the importance of the separate marketing functions, the management of these functions, and how each function affects other functions within and external to the marketing domain
  • Make a judgment in the application and adaptation of marketing principles across a wide range of markets
  • Engage critically with and evaluate the role of marketing from a general management perspective
  • Critically assess marketing key performance indicators and diagnose problems accurately
  • Develop and appraise marketing strategies that are holistic in nature and internally congruent in terms of both conceptual and operational requirements of strategic marketing management. 

Course Contents

  • Introduction to strategic marketing, Understanding the competitive advantage
  • Marketing Plan, Identification of internal core competencies
  • Customer Behaviour, Segmentation, Targeting and Positioning
  • Competitors, Market and Environment Analysis
  • Strategic marketing planning, Sustainable competitive advantage
  • Strategic Options and Global Expansion
  • Value Proposition, Brand Equity
  • Pricing and Distribution Decisions
  • The marketing Communications Process
  • Implementing, Reviewing and Controlling the Market Strategy 

Core Reading
Kotler, P. and Keller, K. (2015), Marketing Management, 15th edition, Pearson

Lecturer
Bruce Sheppy
BMil.Sc, MBA, MSc, M.IoD (UK), PG Cert.HE, F.HEA, F.Inst.Dir (SA), Chartered Marketer (SA).
Bruce is a successful senior management professional having served as group marketing director of a South African hospital group listed on the Johannesburg Stock Exchange, and as CEO of a pan African medical insurance and health management group with offices in Egypt, Tanzania, Kenya, Ghana and Rwanda. After moving to England in 2003, he changed his career to that of an academic, trainer and consultant. He has also served as a director of a NHS Acute Trust, a Community Association and a Mental Health charity in London. He is a visiting lecturer at a number of London based universities and colleges in the subject areas of strategy, marketing and leadership. He has successfully presented international Master Class and Executive Training workshops and seminars, blending academic rigour with practical business experience both in the UK and abroad. He has an extensive publication record in peer reviewed journals, and is on the editorial board of a leading healthcare management journal, and a director of an environmental management and sustainability organisation.

Entry Requirements
Individual Short Courses
Important Information, Terms & Conditions

**This course is planned to run in February, May and September. However, it is subject to student demand. For more information, speak to one of our advisors on: +44 (0) 20 7823 2303.

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