Lecturers
Bernadette Reyes Kongswasdi
Adjunct Lecturer
Natasha Doowa
Adjunct Lecturer

Advanced Diploma in Business with Specialization in
Marketing

Marketing is crucial to the success of a business organization. Without strategic marketing, there will be no sales; without sales there will be no profit. Professional business marketers are needed to craft marketing strategy and, ultimately, achieve profit objectives. The Business Marketing trains students in formulating and implementing winning marketing strategies. It develops creative skills and out-of-the-box thinking needed to succeed in virtually all industries.

 

Study Path

In the first year, students take up core subjects to acquire basic knowledge about marketing and develop essential skills needed by professional marketers. In the second year, students move on to various electives that round out their marketing knowhow. Students need to complete a rigorous set of subjects that are designed to enhance analytical thinking and write a comprehensive paper to integrate everything they have learned. They are also required to accomplish an internship engagement in a school-approved business organization and a final paper for integrating what they have learned.

 

Job Opportunities

Graduates of the Business Marketing program can start their careers as:

  • Brand assistants in manufacturing firms, progressing up to product managers or brand managers.
  • Sales assistants in marketing and distribution firms, progressing up to sales managers or marketing managers.
  • Department assistants in retail establishments or shopping malls, progressing up to concession managers, area managers, or department managers.
  • Customer representatives in industrial-product firms, progressing up to account managers, area managers, or division managers.

 

Ultimately, business marketing graduates may reach the upper levels of corporate hierarchy and assume titles like marketing vice-president, senior marketing executive, or chief executive officer of any firm.
Subject Listing Term 1-8
  • Subjects
    • Principles of Economics
    • Principles of Accounting
    • Business Communications Skills Part 1
  • >>
    • Principles of Marketing
    • Management Theory& Application
    • Business Communications Skills Part 2
  • >>
    • Management & Organizational Behavior
    • Business Statistics
    • Business Information Systems
  • >>
    • Human Resource Management
    • Accounting & Finance For Decision Making
    • Customer Relationship Management
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    • Corporate Communications
    • Operations & Quality Management
    • Principles of Banking & Finance
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    • Business Law
    • Marketing Management
    • E- Marketing
  • >>
    • Market Research Techniques
    • Strategic Management
    • Corporate Identity & Brand Management
  • >>
    • Internship
    • Final Project
  • PRINCIPLES OF ECONOMICS

    This course is designed to provide students with an in-depth understanding of the importance of economics in the business environment. In this course, students are exposed to microeconomics: a local or individual perspective, and macroeconomics: a broader more holistic perspective, to promote a well-balanced approach to the understanding to impact of economics and economic theory.

    PRINCIPLES OF ACCOUNTING

    This course is designed to provide students with a solid foundation in the dynamic and growing field of accounting. Students are exposed to both the theoretical and practical aspects of accounting and they should be able to outline the importance of accounting and budgeting to the start-up, growth, and competitive development of a company.

    BUSINESS COMMUNICATIONS SKILLS PART 1

    This course is an introduction of basic communication concepts and principles, the personal computer, and the Internet, namely communications and the security. The fundamental skills acquired will equip the students with basic PC skills for business communications when they progress to the Part 2 of this module where they will be required to write reports and letters, resumes, create presentations, and formulate spreadsheets for data analysis.

  • PRINCIPLES OF MARKETING

    This course will introduce students to key basic concepts in marketing and will focus on critical competitiv strategies for generating and meeting customer satisfaction. Additionally, the course will focus on the activities used to implement marketing strategies created to meet customer needs and expectations.

    MANAGEMENT THEORY AND APPLICATION

    This course explores the processes and functions of management. Students will be given the opportunity to explore traditional and modern management theory and the planning, organization, leadership and control (POLC) approach to management. The course will promote an understanding of management from a holistic perspective and will examine local, international, and global management practices.

    BUSINESS COMMUNICATIONS SKILLS PART 2

    This course focuses on the key business communication skills necessary for the effective and efficient operations in today's technological and complex business environment. Students will be introduced to basic communication concepts and principles including developing an understanding of the importance of both verbal and non-verbal communication skills both in academic and business settings. Students will have opportunities to apply their newly acquired communication skills in small and larger group settings and both in creating effective documents and presentation skills appropriate to different business contexts. Additionally, students will learn the APA referencing style, resume writing skills, and interview skills.

  • MANAGEMENT AND ORGANIZATIONAL BEHAVIOR

    Management and Organizational Behavior is the study of the structures of organization as well as the study of people's behavior. Major changes and trends such as globalization, ethics, diversity, and TQM are taking place in organizations, and these will determine the way organizations respond to the needs of its stakeholders. This course will focus on facilitating an understanding of M&OB concepts as they relate to the building the skills-base of individuals and organizations in terms of organizational efficiency, effectiveness, and competitiveness.

    BUSINESS STATISTICS

    The Business Statistics course introduces students to a range of statistical techniques that are appropriate for and applicable in business practice and decision-making. Students should develop an understanding of how the appropriate use of statistical techniques can add to the value of research done in a business context.

    BUSINESS INFORMATION SYSTEMS

    Many traditional business processes have been transformed by the digital economy. This course introduces students to information technologies that are used to create and enhance both competitive positioning and effective management practices in business and commerce.

  • HUMAN RESOURCE MANAGEMENT

    This course focuses on the theory and practice of the effective management of human resources to achieve organizational goals and objectives. HR professionals and line managers should understand how best to select, recruit, deploy, train and develop, assess and reward people who work for them, and should understand the complexities of managing change.

    ACCOUNTING AND FINANCE FOR DECISION MAKING

    This module focuses on the use of accounting information for financial decision-making, and topics covered include stocks transactions, dividends, bonds payables and investment in bonds. It also focuses on the use of accounting information for planning and control and decision-making and includes relevant costing, performance evaluation involving return on investment, transfer pricing, and budgetary control. The subject is designed to provide students with a basic understanding of the cash flow statements, the management of capital expenditure and capital investment decisions.

    CUSTOMER RELATIONSHIP MANAGEMENT

    This course covers customer relationships management (CRM) and the customer driven, market-based management practices that assist an organization in attracting, satisfying, and retaining customers' profitability. The learners will learn the skills to utilize CRM more accurately in evaluating the marketplace; evaluate competitors and determining the lifetime value of the customer.

  • CORPORATE COMMUNICATIONS

    This subject aims to show students the importance of creating a coordinated corporate communication system, and how organizations will benefit with important strategies and tools that few companies in the world are using yet.

    It demonstrates what companies need to know about advanced communication strategies to stay one step ahead of the competition. Corporate communication involves much more than just motivating employees and dispensing good PR. It represents a tool to be leveraged and a process to be mastered.

    This course shows managers and executives of the future how to communicate effectively with fellow employees from the mailroom to the boardroom, and even between organizations and across industries. It demonstrates an easy-to-follow map of the world of corporate communication, with workplace-tested approaches for addressing common challenges.

    It uses careful analyses and real-world examples and case studies from leading organizations.

    OPERATIONS AND QUALITY MANAGEMENT

    This course has been developed to promote an understanding of key concepts of quality management as it applies to today's organizations. Students will be exposed to the different frameworks of studying operations management and production as organizational functions. Topics covered include the survey of forecasting methods, production planning, inventory management, quality management, project management, supply chain management, and JIT anufacturing.

    PRINCIPLES OF BANKING AND FINANCE

    This subject outlines the key principles and underpinnings of the banking and finance environment. The course material examines the taxonomy of financial institutions and the structure of financial markets. It aims to promote a comprehensive, sophisticated understanding of the different financial systems. Further, the course enables students to appreciate and contrast bank-based systems and market-based systems. It also aims to provide an understanding of regulatory systems and financial markets.

  • BUSINESS LAW

    This course delivers essential legal information for today's managers and entrepreneurs. Real life examples and case studies motivate the students and puts theory in perspective to provide students the legal context of today's businesses.

    MARKETING MANAGEMENT

    This course has been developed to promote an understanding of marketing focusing on customer satisfaction and the activities required to meet customer expectations and demands. The process of marketing can create exchanges to satisfy customers and organizational goals. Critically, students will develop market analysis skills in both domestic and international settings, and will be able to develop marketing strategies for these markets considering environmental constraints and opportunities.

    E-MARKETING

    The term e-business or electronic business looks at the process of conducting business using new emerging technologies. This e-business course examines how e-business is changing the traditional practices of marketing and subsequently how the marketer is expected to use technology to enhance value relationships between himself and the customer.

    E-business is embracing technology to enhance buying, selling, increasing customer service, and fostering closer links with suppliers and other partners in the business environment.

  • MARKET RESEARCH TECHNIQUES

    This course introduces a range of marketing research techniques and describes how each stage of the research process is conducted while at the same time considers the strengths and weaknesses of each technique. This course brings the practical aspects of marketing research into the classroom.

    STRATEGIC MANAGEMENT

    This course introduces students to the theory, skills, and techniques of Strategic Management. It examines the strategy analysis and formulation process. Students will develop an understanding of the principles behind corporate strategic thinking and the practical implications of decisions that are made. Critically, the course is developed to promote an understanding of how organizations can best understand their strategic environment in context of increasing change.

    CORPORATE IDENTITY AND BRAND MANAGEMENT

    This module demonstrates the dos and don'ts of an image consultant and stresses that a company's more direct image must accurately reflect its products or services, its distinctive attributes and its business practices. A favorable corporate image, proves important not only in the marketplace, but on Wall Street and in the caliber of personnel it attracts and for surviving its credibility. In this module students will discuss efforts to communicate verbally and visually the vision, goals, and leadership of his clients' companies and try to answer questions such as: How a company's image can affect its market share and Wall Street's view of that company.

  • INTERNSHIP

    This module is intended to bring together all of the learning undertaken in the Advanced Diploma program and apply them in a working environment. Students will apply concepts and principles learned in other courses to real situations.

    FINAL PROJECT

    This project is intended to be the culmination of learning undertaken in the Advanced Diploma program through the completion of an appropriate project and a written project report. The project provides an opportunity for students to define and to manage a self-contained task, which requires the use of cognitive, and project management skills. Students will apply concepts and principles learned in other courses to real situations.