The QUALIFI Diploma in Strategic Marketing is a Level 7 Qualification. Learners must successfully complete 6 units to achieve 120 credits.  All units are mandatory.

Contemporary Issues and Principles of Marketing

The aim of this unit is to develop learners’ understanding of to evaluate the potential impact of emerging contemporary marketing challenges and apply strategic thinking to develop future marketing using marketing principles in different contexts. The learner will also learn marketing concepts and theory in a range of contemporary settings from entrepreneurial start-ups, industrial manufacturers and global brands, to develop an actionable marketing plan.

Consumer Behaviour and Market Communications

This unit aims to develop learners’ understanding of a theoretical and practical understanding of processes and factors that influence the consumer behaviour of individuals and organisations. By learning about how consumers make decisions, what motivates them, and how contexts and practices influence consumption, learners will be able to strategically apply these insights to the creation of customer value and learn how to critique and challenge current marketing practices and consumer communications.

Learners will be able to evaluate how consumer research has been undertaken and develop your intellectual and analytical capabilities vis-à-vis interpreting cultural and societal trends, parallel to psychological consumer processes, to inform marketing decision-making.

Digital and Social Media Marketing

This unit aims to develop learners’ a practical introduction to digital and social media technologies (such as Twitter, Facebook, connected devices – the internet of things and affiliate networks) and their application within marketing. The unit examines the key characteristics of digital and social media, identifies the theoretical underpinnings such as issues of trust and customer engagement together with trends and usage patterns to provide a framework through which to understand and evaluate them. In addition, the unit examines the legal and ethical considerations that marketing in a digital world raises.  

This unit teaches learners a range of state-of-the art tools and theories of how to use social media effectively to achieve branding and communication goals. Learners will learn the scientific and strategic approach to marketing with hands-on implementation of online marketing and social media strategies.

Contemporary Challenges and Strategic Marketing

The aim of this unit is to develop learners’ understanding of up-to-date knowledge of the business environment, competitive dynamics and know how to integrate marketing strategy into an overall business strategy. The unit also provides a comprehensive examination of all the major components of marketing strategies marketing and their integration into organisations for continued success in highly competitive markets.

Strategic Brand Management

This unit aims to develop learners’ understanding of the key principles that underpin managing brands and brand equity. The unit enables learners to devise a strategic approach to branding for product/service level consistent with the corporate brand. The learners will develop an understanding of how to do marketing from a branding perspective.   Learners will also gain the skills to establish and position brand strategy, and also manage the brand so it continues to deliver the brand promise as well as important issues involved in building strong brands and in maximising the value of existing brands in various industries and sectors.

Marketing Research Project

The aim of this unit is to develop learners’ research skills including the formulation of research proposals, literature reviews, referencing, data collection, use of interviews and surveys, questionnaire design, statistical analysing using SPSS, qualitative data and methods for drawing conclusions from the analysed data.