BMT College


Marketing Management:
Mastering effective marketing campaigns

Short Course

Study Units



6 Months

Start Dates

1 April 2020

1 October 2020

Registration from

6 January 2020


R 6195

The purpose and description of this short course

The purpose of this short course is to introduce you to the fundamentals of marketing management. This short course will discuss the nature and the function of marketing management within the organisation. Furthermore, the marketing process are also covered in this short course as well as the components of the marketing environment. The collection, analysis and interpretation are used to segment the market according to consumer behaviour. The elements of the marketing mix (product, price, promotion and distribution decisions) are covered. You will also learn how to implement a concise marketing plan and the importance of customer service, to create market value to your organisation.

Programme Lecturers:

F. Haffejee (B.A. Hons Social Science)
A. Bouwer (B.Com Marketing and Tourism)

This short course consists of three (3) easy to follow study units.
Complete 3 formative assignments and 1 summative assignment to qualify for the certificate in 

Marketing Management: Mastering effective marketing campaigns

Unit 1

The concept of Marketing and the marketing environment

Learning outcomes

  • Defining Marketing
  • The Marketing Orientation
  • The Marketing Function
  • Marketing Environments
  • The Micro Environment
  • The Market Environment
  • The Makro Environment
  • Analysing The Environment

Unit 2

The target market and marketing instruments

Learning outcomes

  • Consumer Behaviour
  • Market Segmentation
  • Market Research and Information
  • Product Decisions
  • Distribution Decisions
  • Communication Decisions
  • Pricing Decisions

Unit 3

Customer service and developing a marketing plan

Learning outcomes

  • Defining Customer Service
  • Perceived Value
  • Is the Customer always right?
  • Customer Retention
  • Intent and Outcomes of a Marketing Plan
  • Marketing Plan Framework

Grade 12 NOT required if you are older than 23 and have 2 years working experience.

The importance of doing a short course

Our online short courses are flexible programmes that allow for both flexibility of time, and flexibility of location. In other words, you can work through the required coursework at a time during the day when it suits you best. Furthermore, you can study in a location that works for you. So, you can really study anywhere, anytime.

The short courses are structured in such a way that you complete compact units of learning within specific timeframes. Each unit is just enough, with applicable industry related content that can be practically applied for personal or professional gain. Because of the short courses’ nature of “just in time” and “just enough” learning, these non-credit bearing courses are naturally in high demand.

Doing a short course will be ideal if you want to:

• Gain up-to-date knowledge, skills and best practices applications in a particular field;
• Expand your competencies and knowledge to a particular field;
• Gain specialised knowledge and skills that is transferrable to the workplace;
• Empower yourself with the ability to adapt to innovation and change in a specific industry or field;
• Develop skills, attitude and knowledge in a specific field for personal or professional gain.

Furthermore, showcasing the newly gained skills and abilities obtained from completed short courses can:  

• Highlight your CV as an employee candidate of choice;
• Improve your chances to access higher education, particularly in cases where you did not meet the normal and formal entry requirements of a programme;

The secondary purpose of the short courses is to up-skill predominantly unskilled and/or semi-skilled individuals, who are mostly from disadvantaged backgrounds. Short courses create opportunities for previously disadvantage individuals to participate in life-long learning and in the process become active role players in the economy and society at large.

Moreover, the short courses support the vision of the College which is to “create prosperity through knowledge.” In addition, the College’s mission to “allow each and every willing and able person, regardless of race, gender, background, disability or age; the opportunity to be educated with basic and advanced skills in such a way that the acquired knowledge can be practically and innovatively utilised in any working environment the individual may wish to enter”, is further enabled through our short course offerings.

Although students who complete a non-credit bearing short course may not qualify for credits on any level of the HEQSF, they may include the information, provided in the academic transcript, to enhance their Curriculum Vitae (CV) or to substantiate a portfolio of evidence (POE) in order to obtain recognition of prior learning (RPL) for access and/or advanced standing for a related programme (Council on Higher Education, 2016).

Pricing and Payment Plans

Payment schedule for this short course

Activation Fee


When paying by Debit Order

Debit Order Payment

R885 x 6 months

+ Activation Fee Required (R885)

Full Payment

R6 195

Once Off

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