❖ Table of Contents

1. Program Information
2. Program Description
3. Program Objectives
4. Learning Outcomes (PLOs)
5. Program Structure
6. Level One Courses
7. Level Two Courses
8. Academic Tables
9. Lecture Plan
10. Assessment & Examinations

❖ Program Information

❖ Program Description

This diploma aims to prepare professionals capable of leading marketing activities in modern business environments by integrating traditional marketing with advanced digital tools, including:

1. Digital marketing
2. Branding
3. Customer relationship management (CRM)
4. Sales
5. Negotiation and deal-closing skills
6. Digital analytics and performance measurement

The program is delivered through interactive training, simulations, practical projects, and case studies.

❖ Program Objectives

By the end of the program, participants will be able to:

1. Design and implement integrated marketing strategies
2. Analyze markets and consumer behavior
3. Manage digital campaigns across social media and search engines
4. Build and manage brands
5. Practice sales, negotiation, and deal-closing skills
6. Apply CRM strategies to enhance customer loyalty
7. Develop comprehensive marketing plans that support organizational growth

❖ Learning Outcomes (PLOs)

• First: Knowledge & Understanding

1. Understand traditional and digital marketing
2. Comprehend SEO, SEM, SMM, Email Marketing, and Analytics tools
3. Understand branding and brand management
4. Recognize CRM frameworks and their role in organizational value
5. Understand the sales cycle, negotiation, and deal-closing

• Second: Cognitive Skills

1. Analyze markets and segment customers
2. Integrate traditional and digital marketing
3. Innovate marketing solutions
4. Evaluate campaigns using KPIs and ROI

• Third: Professional Skills

1. Manage digital campaigns
2. Produce marketing content
3. Build brand identity
4. Manage CRM systems
5. Execute sales and negotiation processes
6. Develop digital dashboards

• Fourth: Values & Attributes

1. Commitment to data ethics
2. Customer-centric mindset
3. Teamwork
4. Innovation

❖ Program Structure

❖ Level One Courses

• Course 1: Marketing

✓ Course Topics

1. Introduction to marketing
2. Marketing mix (4Ps)
3. Market analysis
4. Marketing research
5. Consumer behavior
6. Marketing plan
7. Product life cycle
8. Pricing
9. Distribution
10. Promotion
11. Segmentation & targeting
12. Brand building
13. Technology in marketing

• Course 2: Digital Marketing

✓ Course Topics

1. Building a digital marketing strategy
2. Content marketing
3. SEO (Part 1 & 2)
4. SEM – PPC
5. Social media marketing (Facebook – Instagram – LinkedIn – TikTok – YouTube)
6. Paid advertising
7. Email marketing
8. Affiliate & influencer marketing
9. UX – GA4
10. KPIs – Dashboards
11. E-commerce
12. Digital marketing project

• Course 3: Brand Strategies

✓ Course Topics

1. Introduction to branding
2. Brand essence (vision – mission – values – personality)
3. Visual and verbal identity
4. Market positioning
5. Brand architecture
6. Reputation management
7. Brand experience
8. Integrated marketing communication
9. Brand performance measurement
10. Brand revitalization
11. Personal and internal branding
12. Corporate social responsibility
13. Branding project

❖ Level Two Courses

• Course 4: Sales

✓ Course Topics

1. Introduction to sales
2. Prospecting
3. First contact
4. Qualification
5. Sales presentation
6. Handling objections
7. Closing the deal
8. Follow-up and repeat sales

• Course 5: Negotiation & Deal Closing

✓ Course Topics

1. Fundamentals of negotiation
2. Planning and BATNA development
3. Effective communication
4. Building trust
5. Advanced negotiation strategies
6. Handling difficult situations
7. Presenting offers and bargaining
8. Closing deals
9. Negotiation in different contexts
10. Cross-cultural negotiation
11. Negotiation project

• Course 6: Customer Relationship Management (CRM)

✓ Course Topics

1. Introduction to CRM
2. CRM strategy
3. Customer journey
4. Customer data and analytics
5. CRM systems
6. CRM in marketing and sales
7. CRM in customer service
8. Personalization
9. Performance evaluation and customer loyalty
10. Modern CRM trends
11. CRM project

❖ Course Table