Marketing Management Level 1

Course Fee R799.00

Have you ever wondered how our groceries, clothing, cell phones, computers, cars (and just about every other other product in the world) is made available - so we can conveniently buy them - when and where we choose? 

Welcome to the dynamic, exciting world of marketing! Described by many as the "heartbeat"; "engine room" and “language” of business, the marketing function is how and where companies make their money (through sales and profits) and build their position and reputation in the market. It also includes many other sub-functions; including advertising, selling, product and brand management, customer service management and distribution management (to name but a few). 

This is what Marketing Management Level 1 is all about: to show you the “big picture” view of marketing; so you can see and understand how all the different pieces fit together - and how they can be successfully managed. [This course is also closely aligned to the SAQA registered qualification: FET Certificate (Marketing) at NQF Level 4. Qualification ID: 67464].  

We will take a look at a wide spectrum of marketing principles and practices - from traditional marketing techniques to the latest interactive, digital marketing systems and techniques used today. We will also take a close (and detailed) look at the exciting world of digital marketing and digital media. Starting with a brief overview of its history, we then explain the basic 'nuts and bolts' of digital marketing (how it works), with a summary of the basic skills you'll need, and the many exciting (highly paid) job opportunities available for digital marketing specialists today.

Finally, the knowledge and skills of a marketing manager all comes together during the implementation of a marketing campaign. We will look at what it is, what are its parts (elements), its basic purposes, and how we can properly plan for and successfully manage a marketing campaign - which can set the stage for a company’s long-term success in the market place! 


Who should be doing this course?

This course was designed especially for students who have not yet studied Marketing before, and for people already working in a marketing-, sales- or retail environment; who want to gain a deep and practical understanding of the basic elements of Marketing Management.



  1. Origins, Nature, Role and Functions of Marketing in the Business World

  2. Customer Acquisition: Who are our customers and How do we reach and serve them best?

  3. Customer Retention: How do we build meaningful, lasting relationships with customers?

  4. Marketing Campaigns: Purposes, elements, activities, legal and ethical issues.


Learning Outcomes:

  1. Instil in oneself, a marketing culture

  2. Demonstrate an understanding of product positioning 

  3. Identify marketing expertise and resources 

  4. Describe features, advantages and benefits of products and services 

  5. Demonstrate an understanding of the target market

  6. Identify potential and existing customers of the business 

  7. Demonstrate an understanding of and define the nature, role and functions of marketing communications 

  8. Demonstrate an understanding of and define the nature, role and functions of digital marketing

  9. Liaise (contact and interact) with a range of customers of a business

10. Implement and improve on customer service standards

11. Handle a range of customer complaints

12.Explain the importance, basic objectives, and essential activities of a marketing      campaign 

13. Identify internal and external stakeholders of a company 

14. Apply marketing team work strategies (to successfully work with other marketing team members in a company) 

15. Comply with legal requirements and organisational and professional codes of conduct

16. Comply with organisational ethics.



In the 4 chapters of this course you'll be covering the following areas:

CHAPTER 1 The art and science of marketing
CHAPTER 2 Customer Acquisition: Who are our customers, How do we reach and serve them
CHAPTER 3 Customer Retention: How to build lasting relationships with customers
CHAPTER 4 Marketing Campaign Management

Ras Smit


I am a registered education and training professional with more than fifteen years’ worth of experience as lecturer, facilitator, course designer, published author and registered assessor of nationally accredited qualifications, skills training programmes and curricula in marketing management, retail management and operations, customer relationship management, business management, and selling skills to corporate companies and educational institutions in the public and private sectors. In addition, I have more than ten years’ worth of direct experience as Sales and Marketing consultant in a number of industries; with a record of success, numerous successful projects and loyal clients. This direct experience of the business world has always been an essential part of my teaching and writing approach. In short – my mission is to make the course come alive for you! I hold a Master's degree in Marketing (M.Comm, UP) and a B-Tech degree in Adult Education (TUT), among other qualifications and certifications.

Professor Elsamari Botha


Not sure if this is the right course for you?

Let one of your career counselors help you make the right choice.

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