Learners must demonstrate an ability to consider a range of options and make decisions about:
Identifying and describing the marketing orientation and place of marketing in a given context
The importance of external environments and how to use marketing research when taking a closer look at customers
Identifying and developing a marketing mix for a given context
Controlling marketing plans and understanding ethical marketing
How marketing fits into other functional areas
Demonstrate an understanding of concepts such as resource constraints and scarcity, opportunity cost, absolute advantage, comparative advantage and terms of trade
Distinguishing between different market forms
Explaining the optimizing behaviour of consumers and producers
Explaining the monetary aspects of closed and open economies
The importance of communicating effectively in a business environment
Showing the effective use of communicating verbally, in a group, written and graphic communication as techniques
Addressing business correspondence requirements to a particular circumstance
Utilising inter-cultural communication effectively
The appropriate use of language under different business situations
Defining and describing the management process of planning, organizing, leading and controlling in a given context
Explaining and applying the processes of effective strategic planning and goal setting
Describing the systems approach to managing change and discuss the dimensions of diversity and change within an organization
Analysing the types of managerial decisions and power/authority
Interpretation of legal issues around the law of contracts, sale, lease, credit agreements, insurance, partnerships, labour law, negotiable instruments, agency, suretyship, trade marks, copyright, patents and the maintenance and promotion of the competitions act
Explain the types of statistical methods used for a given context
Recognise applications of statistical methods used in market research
Formulate results and interpret data for a given context using inferential statistical methods
Explain and distinguish between the various forecasting methods
Compute answers using regression analysis
Understanding the role of advertising, personal selling and sales promotion as a form of marketing communications
Understand other forms of marketing communications
Processing, controlling and maintaining an inter-departmental traffic system between all stakeholders
Defining and explaining the concepts of marketing communications and integrated marketing communications
Advertising Specialisation
The creativity of different advertising mediums (radio, television, outdoor and print) within a marketing context
The important criteria in creating the different forms of advertising
Discussing and evaluating the various creative strategies available to the marketer
Understand the role and scope and advertising
Criticise advertising approaches and control mechanisms
Explain the planning for advertising and evaluate the process
Identify and explain the three main arms of creative media and production
Identify and explain the five specialist sub-sections of retail, direct response, pharmaceutical, recruitment and business-to-business
Or
Public Relations Specialisation
Discuss public relations from a marketing perspective for a given context
Identify the specialized areas of public relations and apply public relations as a management function
Discuss the profile of a public relations practitioner
Examine and explain the various techniques of public relations
Identify and evaluate ethics, communication skills and the future of a public relations practitioner
Or
Direct Marketing Specialisation
Name and discuss the main elements of a direct marketing framework
Explain the process in planning for direct marketing taking account of the financial implications, marketing research and meeting the needs of the customer
Discuss the use of various forms of media usage and the effectiveness each has on the direct marketing approach
Analyse business-to-business marketing and international direct marketing for a given context
Explain how creative strategy fits into the direct marketing plan
Take account of the people involved in the creative work, and the their functions in developing a plan within a set budget having researched the market
Demonstrate the mail format design, testing the format and how to write copy and direct the art process
Understand direct mail in business-to-business, retail markets and how to develop a creative strategy for fund raising and non-profit marketing
Be able to discuss the use of media such as direct response print ads, creative catalogues, back-end marketing, broadcast direct marketing media and the role of public relations in direct marketing
Preparing artwork for printing and working with suppliers
Integrated Assessment
Because assessment practices must be open, transparent, fair, valid and reliable and ensure that no learner is disadvantaged in any way whatsoever, an integrated assessment approach is incorporated into the qualification.
Various forms of assessment are used, such as learning, assignments, case studies, projects, tests and examinations.
The IMM`s role, with regard to its education programmes, is that of an examining body. The Examiners are university academics and marketing specialists, who undertake the setting and marking of the various examination papers to required standards. The structure gives considerable attention to workplace application.
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