Master the Core Principles of Marketing with a Higher Certificate in Marketing
Understand customer value, segmentation, branding, product strategy, pricing, distribution, integrated marketing communications, and modern digital marketing. Build a strategic marketing portfolio. 100% online, globally recognised.
Build a Strong Theoretical & Practical Foundation in Marketing
This 2‑week higher certificate is designed for those who already have foundational marketing knowledge (e.g., Foundation or Associate level) and want to deepen their understanding of core marketing principles. You will explore customer‑driven marketing strategies, the extended marketing mix, branding, product lifecycle, pricing models, distribution channels, integrated marketing communications, and the role of digital marketing – all based on classic marketing frameworks used by leading organisations worldwide.
Programme Objectives
- Understand customer value and relationship management
- Apply segmentation, targeting, and positioning (STP) strategies
- Master the extended marketing mix (7Ps) for goods and services
- Develop branding and product lifecycle strategies
- Design effective pricing, distribution, and promotion strategies
- Integrate digital marketing into traditional frameworks
Target Audience
- Marketing assistants and coordinators with some experience
- Small business owners seeking structured marketing knowledge
- Recent graduates with introductory marketing courses
- Professionals transitioning into marketing roles
Duration & Mode
Duration: 2 Weeks (flexible pacing)
Learning Hours: 40+ Hours (self‑paced + live tutorials)
Mode: 100% Online – videos, case studies, strategic exercises
Certification: Higher Certificate in Marketing
Price: $25 (₦37,500)
Your 1‑Week Higher Certificate Journey
Four comprehensive modules covering the essential principles of modern marketing. Each module takes approximately 3‑4 days to complete.
📘 Module 1: Customer Value, Segmentation, Targeting, Positioning & the Marketing Mix
HCM 701 | Customer‑driven strategy, value creation, STP, 4Ps to 7Ps
- Introdcution to Marketing
- Marketing as a process of creating and delivering customer value
- Customer perceived value, satisfaction, and loyalty
- Building customer relationships and customer equity
- Market segmentation: geographic, demographic, psychographic, behavioural
- Target market selection: undifferentiated, differentiated, concentrated, micromarketing
- Positioning: developing a unique value proposition and brand positioning statement
- Product – core, tangible, augmented levels; product classification
- Price – value-based, cost-based, competition-based pricing
- Place – distribution channels, channel levels, logistics
- Promotion – advertising, sales promotion, public relations, direct marketing, digital
- Extended mix for services: People, Process, Physical Evidence
- Practical exercise: create a customer value proposition and STP strategy for a brand
📘 Module 2: Branding, Product Strategy & Lifecycle Management
HCM 702 | Brand equity, brand architecture, product levels, PLC, new product development
- What is a brand? Brand identity, brand image, brand equity
- Building strong brands: brand positioning, brand values, brand personality
- Brand architecture: corporate brands, product brands, endorsed brands
- Product levels: core benefit, actual product, augmented product
- Product classifications: convenience, shopping, specialty, unsought goods
- Product mix and product line decisions (width, length, depth, consistency)
- Product lifecycle (PLC): introduction, growth, maturity, decline – strategies for each stage
- New product development process: idea generation, screening, concept testing, business analysis, product development, test marketing, commercialisation
- Adoption and diffusion of innovations
- Packaging, labelling, warranties, and guarantees
- Case study: brand revitalisation and product lifecycle extension
📘 Module 3: Pricing Strategies & Distribution Channels
HCM 703 | Pricing approaches, channel design, retailing, wholesaling, logistics
- Factors affecting pricing decisions (internal and external)
- General pricing approaches: cost‑plus, break‑even, value‑based, competition‑based
- New product pricing strategies: market‑skimming vs market‑penetration
- Product mix pricing: product line, optional product, captive product, by‑product, bundle pricing
- Price adjustment strategies: discounts, allowances, segmented, psychological, promotional, geographical, dynamic pricing
- Price changes: responding to competitor price cuts and initiating price changes
- Distribution channel design: channel functions, channel levels, channel conflict
- Retailing: types of retailers, retail marketing decisions, omnichannel retailing
- Wholesaling: functions of wholesalers, types of wholesalers
- Logistics and supply chain management: order processing, warehousing, inventory management, transportation
- Practical workshop: pricing strategy and channel design for a product
📘 Module 4: Integrated Marketing Communications (IMC) & Digital Marketing
HCM 704 | Promotion mix, advertising, PR, sales promotion, direct marketing, digital channels
- The promotion mix: advertising, public relations, sales promotion, personal selling, direct marketing
- Integrated Marketing Communications (IMC) – concept and importance
- Developing effective communications: identifying target audience, setting objectives, designing message, choosing media, selecting source, collecting feedback
- Advertising: objectives, budget, message strategy, media selection, evaluation
- Public relations and publicity: tools and functions
- Sales promotion: consumer promotions, trade promotions, business promotions
- Personal selling and sales force management
- Direct marketing: catalogue, telemarketing, kiosk, online marketing
- Digital marketing: websites, social media, email, search engine marketing, content marketing, mobile marketing
- Measuring IMC effectiveness and ROI
- Marketing ethics and social responsibility
- Capstone: develop an integrated marketing communications plan for a brand
How You'll Be Evaluated
Strategic marketing tasks + final capstone project
Learning Outcomes
- Apply customer‑driven marketing strategies (STP, value proposition)
- Manage brands and product lifecycles effectively
- Design pricing and distribution strategies
- Develop integrated marketing communications campaigns
- Integrate digital marketing into traditional frameworks
- Produce a strategic marketing portfolio demonstrating higher‑level thinking
Career Opportunities
Trusted by Marketing Professionals Worldwide
Ready to Advance Your Marketing Knowledge?
Gain a deeper understanding of marketing principles and earn a globally recognised higher certificate in just 2 weeks. Enrol today.