Marketing Management:
Mastering effective marketing campaigns

Short Course

Study Units



6 Months

Start Dates

9 March 2020

Registration from

6 January 2020


R 6195

The purpose and description of this short course

Marketing is an essential business function. The purpose of marketing is to make sure that your potential clients know about and then purchase the products or services on offer by your organisation. Without clients, no business can survive. With a plethora of businesses, an ever-expanding variety of products and services, and a sensory overload of marketing information from a myriad of campaigns competing for the attention of potential customers, how do you make sure that your message is heard?

The primary purpose of this course is to teach you how to create an effective marketing campaign that will be noticed by the right audience, with the goal of increasing your client base, sales and profitability.

Creating effective marketing campaigns is a critical skill for small business owners, team members of business units, general managers and designated key individuals. By obtaining the skill to create effective marketing campaigns, you will become an indispensable team member for any organisation.

This programme covers:

  • The fundamentals of successful marketing management, including the nature, function and processes of marketing management in the organisation;
  • The components of the marketing environment;
  • Collecting, analysing and interpreting consumer information and behaviour to identify and target the most appropriate market segment;
  • The importance and continued relevance of an appropriate marketing mix (product, price, promotion, and distribution decisions);
  • The importance of good customer service and leveraging it to create market value for your organisation;
  • How to design and implement a practical, concise and effective marketing plan.


Unit One Formative Assignment due:
17 April 2020
Unit Two Formative Assignment due:
15 May 2020
Unit Three Formative Assignment due:
12 June 2020
Summative Assignment (all units) due: 22 July 2020
26 August 2020 (Resubmission)

F. Haffejee
J.J.J. Poolman

Essentials of Marketing 5th Ed (2016)

Authors: Cant, M.C.
Publisher: Juta
ISBN: 978 1 48512 126 8

Prescribed textbooks are not included in the study fee

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 and marketing concepts
  • The marketing orientation and functions in an organisation
  • Understanding, interpreting and analysing the marketing environments (micro, market and macro environments)

Unit 2

The target market and marketing instruments

Learning outcomes

  • Understanding and analysing consumer behaviour
  • Market research and information for the purpose of market segmentation
  • Effective application and decision making of appropriate marketing instruments (marketing mix), including product decisions, distribution decision, communication decisions, and pricing decisions

Unit 3

Developing a marketing plan

Learning outcomes

  • Defining and understanding the concept of customer service
  • Perceived brand/product/service value by consumers
  • Is the customer always right?
  • Customer retention plans and actions
  • The intent and outcomes of a marketing plan
  • Marketing plan framework

Entry Requirements: Grade 12 (If you have not completed Grade 12 (matric) then you must be older than 23 years and have 2 years work 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).

The short courses are BMT College programmes that are quality assured by our internal higher education structures and approved by our Academic Council, as per the best practices and guidelines of the Council on Higher Education (CHE) for the offering of short learning programmes by higher education institutions. The short courses are therefore not accredited by an external body.

BMT College is registered as a private higher education institution with the Department of Higher Education under the Higher Education Act, 1997, Registration No. 2011/HE07/002. Our full qualifications are accredited by the Council on Higher Education (CHE).

Pricing and Payment Plans

Payment schedule for this short course

Course Start Date​

9 March 2020

Debit Order Payment

R885 x 7 months

Full Payment

R6 195