Marketing Strategy and Management  

Module Description

This module provides an advanced understanding of marketing as a strategic and managerial function that drives organisational growth, competitiveness, and value creation.

Students will critically examine the principles of strategic marketing management, including market analysis, segmentation, targeting, positioning, branding, and customer relationship management.

The module emphasises the integration of digital transformation, data-driven decision-making, and sustainability into marketing strategy.

Through analytical frameworks and real-world case studies, learners will develop the skills to design, implement, and evaluate marketing strategies that align with organisational objectives in dynamic global markets. 

Entry Requirements

Candidates who apply for this course should hold: 

• Level 6 Degree. 

OR

• Level 5 Diploma or Higher Diploma related to the indicated areas and 4 years of relevant work experience preferably in positions aligned with the programme’s subject areas (subject to interview by Admissions Board), such as:  
• Mid-level or senior management roles (e.g., Department Manager, Project Manager, Operations Manager);  
• Strategic or functional leadership positions (e.g., Business Analyst, HR Business Partner, Marketing Manager, Financial Controller); 
• Entrepreneurial or consultancy roles within business or organisational contexts. 

Preference will be given to those applicants holding a: 

• A Level 6 degree in a related subject area; and (related) work experience.       

In the case of students who do not possess all the formal required academic qualifications, then the Recognition of Prior Learning (RPL) process could be applied such that if evidence of equivalent learning is found then the applicant could still be accepted in the course. RPL process will subject applicants to an interview held with a board of experts within the field, chosen specifically by IDEA College, so as to verify their experiences and prior learning. 

Students whose first language is not English will be required to demonstrate a good level of proficiency in the language (through IELTS certificate with a score of 6.0 or OET with a minimum score of B in speaking and at least C+ in listening, reading and writing, etc.). 

Target Audience

This programme is designed for professionals who aspire to advance into strategic management and leadership roles across diverse sectors. It is particularly suited for: 

• Emerging leaders and mid-career managers seeking to strengthen their managerial capabilities across business functions, including finance, operations, marketing, and human resources.  
• Experienced practitioners who aim to enhance their strategic thinking, innovation skills, and decision-making in complex business environments.  
• Professionals pursuing interdisciplinary expertise, such as those combining technical, operational, or entrepreneurial backgrounds with strategic business awareness. 

Career Paths

The Postgraduate Diploma in Business Administration opens opportunities for career advancement across a wide range of industries and organisational settings. Graduates will be equipped with the strategic, managerial, and analytical skills required to take on increased responsibilities in areas such as business operations, project management, business development, marketing, human resources, and organisational leadership. The programme prepares professionals to contribute effectively to strategic planning, lead teams, manage organisational change, and support business growth in both private and public sector organisations. It is particularly beneficial for individuals seeking progression into middle and senior management roles, as well as entrepreneurs and business owners looking to strengthen their leadership capabilities and drive sustainable organisational success. The qualification also provides a strong foundation for further postgraduate study, including progression to a Master of Business Administration (MBA).

How you’ll be assessed

The course comprises:

• Evening classes for part-time courses.
• Classes held throughout the day for full-time courses.
• Guided learning, presentations, comprising synchronous online discussions, tutorials and/or videos.
• Self-study hours comprising research, reading and assignment work.

Assessment

Assessment is carried out via two mandatory components:

• Modular Assessment

The programme includes different forms of assessment which allow for and promote students’ critical engagement. The formative and summative assessment tasks may include an in-class assignment and/or a home-based written assignment using diverse assessment tools which may take the form of online and in-class discussions, examinations, case studies, reports, proposals, essays, and presentations, etc., as applicable to the diverse modules.