Marketing and management

This one-year vocational diploma provides students with practical and theoretical knowledge in marketing, business management, and digital strategy. The program emphasizes hands-on learning through projects, case studies, and simulations designed to prepare students for entry-level positions in business, marketing, and entrepreneurship.

Program Duration

1 academic year (2 semesters)

Program Objectives

Graduates of this program will be able to:

• Apply key marketing principles to real-world business challenges.

• Manage basic business operations including planning, budgeting, and human resource coordination.

• Design and execute digital marketing campaigns.

• Communicate effectively with clients, partners, and teams.

• Demonstrate leadership and ethical decision-making in business contexts.

Detailed Module Descriptions

Semester 1

1. Introduction to Marketing

Learning outcomes:

• Understand core marketing concepts: product, price, place, promotion.

• Identify market segments and target audiences.

• Develop a basic marketing plan.

Content:

• The marketing mix 

• Customer value and satisfaction

• Market segmentation and targeting

• Branding fundamentals

Assessment: Written exam (40%), group project (60%)

2. Principles of Management 

Learning outcomes:

• Understand the roles and functions of management.

• Apply planning, organizing, leading, and controlling processes.

• Recognize different leadership styles and their impact.

Content:

• Management theories and organizational structures

• Decision-making and problem-solving

• Motivation and leadership

• Ethics and corporate responsibility

Assessment: Case study (40%), individual report (60%)

3. Business Communication 

Learning outcomes:

• Communicate effectively in a professional environment.

• Develop business presentations, emails, and reports.

• Apply intercultural communication skills.

Content:

• Professional writing and presentations

• Communication channels and business etiquette

• Team communication and conflict resolution

Assessment: Oral presentation (40%), written portfolio (60%)

4. Market Research & Consumer Behaviour 

Learning outcomes:

• Conduct market research using basic methods.

• Interpret consumer decision-making processes.

• Use data to support marketing decisions.

Content:

• Research design and sampling

• Qualitative and quantitative data collection

• Consumer psychology

• Data interpretation and reporting

Assessment: Research project (70%), presentation (30%)

Semester 2

5. Digital Marketing 

Learning outcomes:

• Create and manage online marketing campaigns.

• Use social media, SEO, and analytics tools.

• Evaluate digital performance metrics.

Content:

• Social media marketing

• Content creation and brand storytelling

• Email marketing and automation

• Search engine optimization (SEO) and analytics

Assessment: Campaign project (70%), written test (30%)

6. Entrepreneurship & Innovation 

Learning outcomes:

• Develop a business idea and feasibility plan.

• Understand innovation processes in business development.

• Apply creative thinking and problem-solving methods.

Content:

• Business model generation

• Funding and startup management

• Design thinking and innovation strategies

Assessment: Business plan (60%), pitch presentation (40%)

7. Project Management 

Learning outcomes:

• Plan, execute, and evaluate projects efficiently.

• Use tools such as Gantt charts and risk assessments.

• Collaborate effectively in project teams.

Content:

• Project lifecycle and methodologies

• Risk management

• Time and resource allocation

• Team coordination and evaluation

Assessment: Project portfolio (70%), reflection report (30%)

8. Capstone Project 

Learning outcomes:

• Integrate marketing and management knowledge in a real-world project.

• Demonstrate problem-solving and critical thinking skills.

• Present a comprehensive project report.

Content:

• Applied business project (individual or group)

• Mentoring and supervision sessions

• Final presentation and defense

Assessment: Final report (70%), oral defense (30%)

Teaching and Learning Methods

• Lectures and seminars

• Case studies and group work

• Simulations and role play

• Guest speakers from industry

• Supervised practical projects

Assessment Methods

• Written exams

• Individual and group projects

• Oral presentations

• Practical assignments

• Capstone project evaluation