Marketing and Promotional Tools for Public Sector

Module Description

This module focuses on various marketing and promotional tools and techniques. You will be introduced to techniques related to segmenting markets, and better understand the differing needs, interests, incomes and access levels of each group, whilst also learning how to set the most effective service priorities with the available resources.  

You will also learn how to position public offerings so that the target markets can discover them and recognise their benefits.  

The module covers all four core “tactical” marketing activities: how to define product, price (if necessary), place and promotion.  

Finally, you will explore communications and promotional strategies for reaching target markets and strategic partnerships. 

Entry Requirements

Candidates who apply for this course must possess the following: 

• a qualification at MQF Level 4 (one A-level or equivalent in any subject); 

 AND 

• a pass in English Language and Mathematics at MQF Level 3 (O-level or equivalent).  

Peference will be given to prospective applicants having a year of work experience related to the study programme.     

Target Audience

This course is targeted at:

• Professionals within the public sector aspiring for professional and academic advancement in public management and governance;
• Mid-career break professionals looking for opportunities to return to or change their career;
• Other individuals who would find this programme suitable for their academic and professional path.

Module / Unit Instructions

The proposed structure comprises a blended approach promoting the building of a community of practice via peer-to-peer learning. The structure uses primarily two dimensions of teaching-learning modes:

• Face to Face sessions

Face-to-face sessions include lectures, tutorials, discussions, presentations and workshop activities promoting peer-to-peer learning.

• Online Learning Activities

Online learning activities incorporate tutorials and asynchronous discussions. These may consist of active interaction, participation and contributions in fora discussions, sharing resources and self-reflection exercises. Learners also contribute to the building of the community of practice by providing feedback to their peers as critical friends, enhancing the learner’s critical engagement throughout the study period.

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
• Summative 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.