National Diploma in Marketing Management
This course develops your ability to plan marketing activity around customer needs and evaluate sales and communication decisions.
About the course
This course develops your ability to plan marketing activity around customer needs and evaluate sales and communication decisions. Learning combines technical study with practical tasks relevant to Southern African organisations and communities.
What you'll learn
Investigate a target market using appropriate customer evidence.
Develop a coherent offer, sales approach and communication plan.
Evaluate campaign performance and recommend practical improvements.
Requirements
Prepare evidence of relevant certificate study or comparable prior learning for the provider's admission review. Refresh the subject knowledge, calculations and practical skills needed for diploma work. Plan access to the supervised workplace, laboratory or project resources required by the course.
Course content
The programme combines supporting studies, specialist subjects and practical integration. Each subject below includes its learning focus, outcomes, practice and assessment.
3 learning stages 15 subjects
1Specialist subjects10 subjects
2Foundations and shared practice3 subjects
3Practical integration2 subjects
Subjects in this programme
The programme combines supporting studies, specialist subjects and practical integration. Each subject below includes its learning focus, outcomes, practice and assessment.
15 subjects are listed below with a short description of each. The Subject descriptions tab contains the learning outcomes, topics, practical tasks and assessments.
Specialist subjects
- Sales Management. Explore the planning of customer offers and sales activity around evidence of demand. Practice centres on a marketing or sales plan for a local enterprise, drawing on customer needs and market segments and products, services and positioning. You will record findings, justify decisions and check the fit between customer needs, the offer and the proposed channel.
- Business Development Management. Explore the coordination of people, resources and decisions to deliver a defined service. Practice centres on an operational plan and service-improvement report, drawing on organisational purpose and responsibilities and work planning and resource allocation. You will record findings, justify decisions and check feasibility, accountability and evidence of service performance.
- Services Marketing. Explore the planning of customer offers and sales activity around evidence of demand. Practice centres on a marketing or sales plan for a local enterprise, drawing on customer needs and market segments and products, services and positioning. You will record findings, justify decisions and check the fit between customer needs, the offer and the proposed channel.
- Marketing Research. Explore the design of a focused investigation using traceable evidence. Practice centres on a research proposal and small investigation, drawing on problem definition and research questions and finding and evaluating literature. You will record findings, justify decisions and check whether the conclusions follow from the evidence.
- Corporate Finance 1. Explore financial planning and decisions supported by cash-flow and risk information. Practice centres on a financial appraisal with sensitivity calculations, drawing on financial objectives and cash-flow information and funding sources and financing costs. You will record findings, justify decisions and check affordability, cash timing and the effect of changed assumptions.
- Retail Management. Explore the planning of customer offers and sales activity around evidence of demand. Practice centres on a marketing or sales plan for a local enterprise, drawing on customer needs and market segments and products, services and positioning. You will record findings, justify decisions and check the fit between customer needs, the offer and the proposed channel.
- Financial Accounting And Reporting 1. Explore the recording of transactions and preparation of financial information. Practice centres on an accounting file from source documents to financial statements, drawing on source documents and the accounting equation and double-entry records and journals. You will record findings, justify decisions and check completeness, classification, arithmetic and reconciliation.
- Brand Management 2. Explore the investigation of customers and markets to support a defensible marketing decision. Practice centres on a market-research report and decision brief, drawing on customer needs and buying behaviour and market questions and research design. You will record findings, justify decisions and check the link between the research question, sample and recommendation.
- Digital Marketing. Explore the design and evaluation of a usable online presence and customer journey. Practice centres on a demonstration online presence with a testing and improvement record, drawing on audience, purpose and online journey and content structure and accessible presentation. You will record findings, justify decisions and check usability, accuracy, permission handling and evidence of customer completion.
- Consumer Behaviour. Explore the investigation of customers and markets to support a defensible marketing decision. Practice centres on a market-research report and decision brief, drawing on customer needs and buying behaviour and market questions and research design. You will record findings, justify decisions and check the link between the research question, sample and recommendation.
Foundations and shared practice
- Integrated Marketing Communication. Explore clear communication with colleagues, clients and other people affected by a service. Practice centres on a communication portfolio with a service scenario, drawing on purpose, audience and communication channels and listening, questioning and confirmation. You will record findings, justify decisions and check accuracy, accessibility, professional tone and completion of follow-up actions.
- National Studies. Explore the relationship between citizenship, public institutions and working life. Practice centres on a local public-service case review, drawing on constitutional principles and public institutions and citizenship and civic responsibilities. You will record findings, justify decisions and check the distinction between fact, opinion and unsupported claims.
- Entrepreneurial Skills Development. Explore the development of a viable small enterprise from a defined customer need. Practice centres on a small-enterprise plan and test record, drawing on customer problems and enterprise opportunities and products, services and value propositions. You will record findings, justify decisions and check whether the financial assumptions and customer evidence support the proposal.
Practical integration
- On The Job Education And Training. Apply your learning through agreed duties in a supervised workplace. You will connect sales management, business development management with routine service or production responsibilities. Keep evidence of preparation, work completed and feedback. Review your progress with the supervisor and explain how your decisions affect quality, safety and other people.
- Skills Proficiency. Demonstrate the practical skills developed across the programme. Tasks integrate sales management, business development management within an agreed work brief. You will prepare resources, carry out the authorised task and check the result. Your evidence should show consistent performance, accurate records and an explanation of decisions within your learner role.
Assessment and practical learning
- Suggested learning checks: analyse applied problems and justify your decisions using relevant evidence.
- Suggested practical assessment: complete a supervised project or portfolio with a clear method, results and evaluation.
- Present and defend your recommendations, then revise the work in response to assessor feedback.
Practical application
Develop a marketing plan for a Southern African enterprise, with a defined audience, channel choices, a budget and measures of performance.
Subject descriptions
Select a subject to read its learning outcomes, main topics, practical task and assessment.
Specialist subjects
Sales Management
Explore the planning of customer offers and sales activity around evidence of demand. Practice centres on a marketing or sales plan for a local enterprise, drawing on customer needs and market segments and products, services and positioning. You will record findings, justify decisions and check the fit between customer needs, the offer and the proposed channel.
Learning outcomes
- Define an offer for an identified customer group.
- Plan sales and communication activity within resource limits.
- Evaluate results and revise the plan using customer evidence.
Main topics
- Customer needs and market segments
- Products, services and positioning
- Pricing and distribution choices
- Promotion and customer communication
- Sales planning and service standards
- Results, feedback and improvement
Practical task
For Sales Management, prepare a marketing or sales plan for a local enterprise in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of the fit between customer needs, the offer and the proposed channel.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Business Development Management
Explore the coordination of people, resources and decisions to deliver a defined service. Practice centres on an operational plan and service-improvement report, drawing on organisational purpose and responsibilities and work planning and resource allocation. You will record findings, justify decisions and check feasibility, accountability and evidence of service performance.
Learning outcomes
- Translate a service objective into responsibilities and work steps.
- Use records and performance measures to identify an operating problem.
- Recommend an improvement with clear actions and ownership.
Main topics
- Organisational purpose and responsibilities
- Work planning and resource allocation
- Procedures, records and internal controls
- Team coordination and problem solving
- Performance measures and service quality
- Accountability, review and improvement
Practical task
For Business Development Management, prepare an operational plan and service-improvement report in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of feasibility, accountability and evidence of service performance.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Services Marketing
Explore the planning of customer offers and sales activity around evidence of demand. Practice centres on a marketing or sales plan for a local enterprise, drawing on customer needs and market segments and products, services and positioning. You will record findings, justify decisions and check the fit between customer needs, the offer and the proposed channel.
Learning outcomes
- Define an offer for an identified customer group.
- Plan sales and communication activity within resource limits.
- Evaluate results and revise the plan using customer evidence.
Main topics
- Customer needs and market segments
- Products, services and positioning
- Pricing and distribution choices
- Promotion and customer communication
- Sales planning and service standards
- Results, feedback and improvement
Practical task
For Services Marketing, prepare a marketing or sales plan for a local enterprise in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of the fit between customer needs, the offer and the proposed channel.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Marketing Research
Explore the design of a focused investigation using traceable evidence. Practice centres on a research proposal and small investigation, drawing on problem definition and research questions and finding and evaluating literature. You will record findings, justify decisions and check whether the conclusions follow from the evidence.
Learning outcomes
- Formulate a question suited to the available evidence and resources.
- Collect and analyse information using a documented method.
- Present conclusions supported by findings and stated limitations.
Main topics
- Problem definition and research questions
- Finding and evaluating literature
- Sampling and data-collection choices
- Consent, confidentiality and research integrity
- Organising and analysing evidence
- Interpreting results and reporting limitations
Practical task
For Marketing Research, prepare a research proposal and small investigation in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of whether the conclusions follow from the evidence.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Corporate Finance 1
Explore financial planning and decisions supported by cash-flow and risk information. Practice centres on a financial appraisal with sensitivity calculations, drawing on financial objectives and cash-flow information and funding sources and financing costs. You will record findings, justify decisions and check affordability, cash timing and the effect of changed assumptions.
Learning outcomes
- Interpret financial records for a defined decision.
- Compare financing or investment options using consistent assumptions.
- Present a recommendation with cash-flow and risk evidence.
Main topics
- Financial objectives and cash-flow information
- Funding sources and financing costs
- Working capital and liquidity
- Time value of money and investment appraisal
- Risk, return and sensitivity
- Financial recommendations and supporting records
Practical task
For Corporate Finance 1, prepare a financial appraisal with sensitivity calculations in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of affordability, cash timing and the effect of changed assumptions.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Retail Management
Explore the planning of customer offers and sales activity around evidence of demand. Practice centres on a marketing or sales plan for a local enterprise, drawing on customer needs and market segments and products, services and positioning. You will record findings, justify decisions and check the fit between customer needs, the offer and the proposed channel.
Learning outcomes
- Define an offer for an identified customer group.
- Plan sales and communication activity within resource limits.
- Evaluate results and revise the plan using customer evidence.
Main topics
- Customer needs and market segments
- Products, services and positioning
- Pricing and distribution choices
- Promotion and customer communication
- Sales planning and service standards
- Results, feedback and improvement
Practical task
For Retail Management, prepare a marketing or sales plan for a local enterprise in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of the fit between customer needs, the offer and the proposed channel.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Financial Accounting And Reporting 1
Explore the recording of transactions and preparation of financial information. Practice centres on an accounting file from source documents to financial statements, drawing on source documents and the accounting equation and double-entry records and journals. You will record findings, justify decisions and check completeness, classification, arithmetic and reconciliation.
Learning outcomes
- Record transactions using appropriate accounts and source evidence.
- Reconcile records and correct identified errors.
- Prepare financial information with a clear supporting audit trail.
Main topics
- Source documents and the accounting equation
- Double-entry records and journals
- Ledgers, trial balance and error correction
- Reconciliation and period-end adjustments
- Financial statements and supporting schedules
- Internal controls and interpretation of results
Practical task
For Financial Accounting And Reporting 1, prepare an accounting file from source documents to financial statements in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of completeness, classification, arithmetic and reconciliation.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Brand Management 2
Explore the investigation of customers and markets to support a defensible marketing decision. Practice centres on a market-research report and decision brief, drawing on customer needs and buying behaviour and market questions and research design. You will record findings, justify decisions and check the link between the research question, sample and recommendation.
Learning outcomes
- Define a research question linked to a marketing decision.
- Analyse customer or market evidence using a suitable method.
- Recommend a response while stating the limits of the sample.
Main topics
- Customer needs and buying behaviour
- Market questions and research design
- Sampling and ethical data collection
- Organising and analysing findings
- Segmentation, positioning and brand interpretation
- Recommendations and limits of the evidence
Practical task
For Brand Management 2, prepare a market-research report and decision brief in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of the link between the research question, sample and recommendation.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Digital Marketing
Explore the design and evaluation of a usable online presence and customer journey. Practice centres on a demonstration online presence with a testing and improvement record, drawing on audience, purpose and online journey and content structure and accessible presentation. You will record findings, justify decisions and check usability, accuracy, permission handling and evidence of customer completion.
Learning outcomes
- Plan an online experience around a defined customer need.
- Produce and test a working content or service example.
- Interpret performance evidence and recommend a practical revision.
Main topics
- Audience, purpose and online journey
- Content structure and accessible presentation
- Digital channels and campaign planning
- Forms, enquiries and service handover
- Measures, testing and interpretation
- Privacy, permissions and content maintenance
Practical task
For Digital Marketing, prepare a demonstration online presence with a testing and improvement record in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of usability, accuracy, permission handling and evidence of customer completion.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Consumer Behaviour
Explore the investigation of customers and markets to support a defensible marketing decision. Practice centres on a market-research report and decision brief, drawing on customer needs and buying behaviour and market questions and research design. You will record findings, justify decisions and check the link between the research question, sample and recommendation.
Learning outcomes
- Define a research question linked to a marketing decision.
- Analyse customer or market evidence using a suitable method.
- Recommend a response while stating the limits of the sample.
Main topics
- Customer needs and buying behaviour
- Market questions and research design
- Sampling and ethical data collection
- Organising and analysing findings
- Segmentation, positioning and brand interpretation
- Recommendations and limits of the evidence
Practical task
For Consumer Behaviour, prepare a market-research report and decision brief in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of the link between the research question, sample and recommendation.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Foundations and shared practice
Integrated Marketing Communication
Explore clear communication with colleagues, clients and other people affected by a service. Practice centres on a communication portfolio with a service scenario, drawing on purpose, audience and communication channels and listening, questioning and confirmation. You will record findings, justify decisions and check accuracy, accessibility, professional tone and completion of follow-up actions.
Learning outcomes
- Choose language and a channel suited to the audience.
- Prepare an accurate written or spoken service message.
- Respond to feedback while preserving a reliable record.
Main topics
- Purpose, audience and communication channels
- Listening, questioning and confirmation
- Professional correspondence and reports
- Meetings, briefings and presentation
- Difficult conversations and service recovery
- Confidentiality, accessible language and records
Practical task
For Integrated Marketing Communication, prepare a communication portfolio with a service scenario in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of accuracy, accessibility, professional tone and completion of follow-up actions.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
National Studies
Explore the relationship between citizenship, public institutions and working life. Practice centres on a local public-service case review, drawing on constitutional principles and public institutions and citizenship and civic responsibilities. You will record findings, justify decisions and check the distinction between fact, opinion and unsupported claims.
Learning outcomes
- Explain the role of public institutions in a community issue.
- Compare perspectives using identifiable evidence.
- Prepare a reasoned civic or workplace contribution.
Main topics
- Constitutional principles and public institutions
- Citizenship and civic responsibilities
- Zimbabwean history and national development
- Cultural diversity and community participation
- Work, enterprise and public services
- Evidence, public debate and responsible participation
Practical task
For National Studies, prepare a local public-service case review in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of the distinction between fact, opinion and unsupported claims.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Entrepreneurial Skills Development
Explore the development of a viable small enterprise from a defined customer need. Practice centres on a small-enterprise plan and test record, drawing on customer problems and enterprise opportunities and products, services and value propositions. You will record findings, justify decisions and check whether the financial assumptions and customer evidence support the proposal.
Learning outcomes
- Define a customer need and a practical enterprise response.
- Estimate resources, costs and cash requirements.
- Revise a business proposal using evidence from a small market test.
Main topics
- Customer problems and enterprise opportunities
- Products, services and value propositions
- Startup resources and operating costs
- Pricing, cash flow and basic records
- Market testing and customer feedback
- Business risks, responsibilities and growth choices
Practical task
For Entrepreneurial Skills Development, prepare a small-enterprise plan and test record in a marketing management setting. Use supplied records, a realistic simulation or authorised supervised practice. Include your working and checks of whether the financial assumptions and customer evidence support the proposal.
Assessment
Applied questions, a worked case and an individual explanation supported by calculations, diagrams or records. Compare alternatives and justify the selected response using evidence.
Practical integration
On The Job Education And Training
Apply your learning through agreed duties in a supervised workplace. You will connect sales management, business development management with routine service or production responsibilities. Keep evidence of preparation, work completed and feedback. Review your progress with the supervisor and explain how your decisions affect quality, safety and other people.
Learning outcomes
- Complete agreed duties within the supervised role.
- Maintain a traceable record of work and feedback.
- Evaluate progress and identify specific development needs.
Main topics
- Workplace induction and agreed duties
- Applying technical knowledge to real work
- Work records and evidence of contribution
- Team communication and professional conduct
- Supervisor feedback and skills development
- Reflective review and future learning priorities
Practical task
Complete supervised duties linked to National Diploma in Marketing Management. Keep a logbook, samples of permitted work and supervisor feedback.
Assessment
Assessment uses the agreed work plan, supervisor observation, work evidence and an individual reflective discussion.
Skills Proficiency
Demonstrate the practical skills developed across the programme. Tasks integrate sales management, business development management within an agreed work brief. You will prepare resources, carry out the authorised task and check the result. Your evidence should show consistent performance, accurate records and an explanation of decisions within your learner role.
Learning outcomes
- Plan and complete an integrated task to agreed criteria.
- Demonstrate safe and consistent practical performance.
- Explain the result and correct identified weaknesses.
Main topics
- Interpreting an integrated work brief
- Preparing tools, information and resources
- Demonstrating the required technical skills
- Checking output against agreed criteria
- Responding to faults and assessor feedback
- Presenting evidence and explaining decisions
Practical task
Develop a marketing plan for a Southern African enterprise, with a defined audience, channel choices, a budget and measures of performance.
Assessment
Direct observation, the completed output, a quality-check record and oral questions provide the evidence for this subject.
Instructors
