Successful marketing today ensures survival in an increasingly competitive environment and a dynamic approach to marketing marks the success of leading companies worldwide.      

This short learning programme (SLP) emphasises the development of skills required to analyse and solve marketing challenges. Based on recognised theoretical principles, it focuses on practical strategic marketing applications. This enables students to put their learning into practice immediately - and maintain their critically important competitive edge.      


  • Those requiring skills necessary to analyse and solve marketing challenges to achieve a strategic advantage.
  • Those wishing to broaden their career expertise from sales to marketing and enhance their earning potential.
  • Graduates wanting to add a recognised job-related programme to their CV to enable them to enter the marketing sphere.
  • Owners of small businesses who recognise the importance of marketing for the success of their businesses in the global context.
  • Anyone wishing to function effectively in the marketing environment. 


Students should meet the following requirements:    

  • Be proficient in English.
  • Preferably have three to four years work experience.
  • Must be able to engage in self-directed study.

While you can generally structure your study time as you need to, there are scheduled online sessions through which you can receive mediated support, assignment and examination deadlines and timetables, to keep your studies moving forward.     

A reliable internet connection, own device with (at least) Windows 8 and Google Chrome, are all essential for any student enrolling for this programme.


Marketing Management is offered as a distance SLP.     


The distance delivery mode provides the student with the opportunity to study in the comfort of their home and to plan the study workload according to their individual pace. The study material, which has been carefully designed with distance students' needs in mind, entails the following:    

A learner guide designed to lead the student through the textbook. It includes questions and answers for practice and revision.    

An online learning portal, containing interactive, media rich activities for students to engage with in order to deepen their understanding of the subject matter.    

An online tutor who maintains the human experience of the learning process.     

Students will have the option of securing a number of face-to-face support workshops that will be offered by each of The IIE Varsity College exam centres. These sessions are highly recommended, as they provide the opportunity for rich discussion and conceptual engagement as well as an opportunity to meet fellow students. Students who attend face-to-face sessions are more likely to be motivated and to remain committed to their studies. However, should students opt not to attend any of these support workshops, the lecturer guide, textbook and online facilitation will provide the necessary support for student success.    

NOTE: If you are interested in these face-to-face support workshops, please indicate this at point of registration.    


The SLP fee excludes all programme material, which becomes the property of the student. This material is a valuable source of ongoing reference.     


Students will be required to complete assignments and an examination.


This SLP:   

  • Aims to provide students with the knowledge and skills to create and implement creative marketing strategies.
  • Enables students to familiarise themselves with the mechanics of the various frameworks and processes in use today.
  • Equips students to apply marketing principles in a practical and profitable way.
  • Assists students to manage information flowing in from an increasingly complex and ever changing environment.


The Marketing Philosophy   

  • How marketing came about as a way of thinking as it went through different stages of development. Reasons behind these stages and trends affecting the discipline today.
  • A definition of Marketing the discipline and its role in society and the economy as a whole, as well as its specific application to a business and non-profit environment. 

The Strategic Approach   

  • The concept of controllable and uncontrollable variables that affect an organisation's strategy and the practical development of some frameworks to help understand these variables.
  • The introduction of the strategic management model as a proven vehicle to integrate results of the strategic analysis. 

The Marketing Environment   

  • Trends shaping the consumer market globally and in South Africa in particular.
  • The implication of these trends on the organisation.
  • Demographic and geographic influences and the effect of the economic, political and natural environments on marketing. 

Finding Market Opportunities   

  • The process by which a market is broken down into distinct and meaningful segments and the mechanics of the market segmentation method.
  • The basis for market segmentation.
  • Criteria for evaluating market segments.
  • The concept of positioning and product differentiation.

Understanding Consumers   

  • Characteristics of consumer behaviour.
  • The factors that influence decision making, ranging from broad issues (such as culture, society and the family), to personal ones (such as motivation, perception and the forming of attitudes).
  • Identification of factors affecting decision- making in a business environment. 

Branding Decisions   

  • Role of branding.
  • Benefits of branding.
  • Characteristics of a good brand name.
  • Branding Strategies
  • Brand management
  • Brand extensions
  • Re-branding
  • Co-branding 

Pricing Strategy   

  • Pricing objectives.
  • The influence that price setting has on a business and non-profit organisation.
  • Decisions that need to be made when changing prices as a result of either a competitive reaction or the result of a determined strategy.
  • Pricing tactics and tools in common use. 

Distribution Strategy   

  • The concept of a marketing channel and the various roles, risks and responsibilities of each "player" within the channel.
  • The evolution and dynamics of various types of channels and tactics used in the management of these channels.
  • The physical, logistical and distribution issues involved in the moving of goods from   place    of   supply to place of consumption.
  • Marketing channel decisions.

Cyber Marketing   

  • Steps in creating a website.
  • Marketing the website.
  • Online advertising.
  • Email marketing.
  • The use of social media by marketers.

Advertising and Promotions                                              ·   

  • The process of planning a campaign and setting objectives.
  • Deciding on the media and message approach and measuring outputs.
  • Tactics and best practices in the advertising, public relations and sales management domains and their integrations into a cohesive marketing communication strategy.

Creating Competitive Advantage   

  • Competitor analysis and competitive strategies. 

Strategy Development   

  • Identification of different strategies and how to present these ideas as business plans.
  • The role of marketing in the solution process.
  • The development of marketing action plans.


The IIE Marketing Management programme is a SLP that is certified by The Independent Institute of Education (The IIE). Students enrolled for the SLP can submit an application for academic credit upon completion, to be exempted from the equivalent full qualification modules when registering for:  

  • The IIE BCom degree (exempt from Marketing Management 1a and 1b)*

* Important note: Entrance requirements apply. Please speak to a consultant for more details. Content changes may occur

All SLPs are available through The Business School at Varsity College have been specifically designed for working adults. These SLPs differ from The IIE full qualifications available through Varsity College and which are registered on the National Qualifications Framework. Before registration students must ensure that the programme selected best suits their individual learning and workplace objectives.


What students past and current are saying.

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"I've completed 2 courses with The IIE's Business School at Varsity College Cape Town. My experience with this institution has been overwhelming. The staff and lectures are very helpful and excellent in the roles they play. Their schedules and time frames for each of the courses I've finished thus far have been 100% correct."

Stanley Roman

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"The course was so practical, I feel like I have the ability to go out and manage a project. It's not all theory that I have no clue how to apply. It was a privilege to learn from Bobby Keller at The IIE's Business School at Varsity College Pretoria. He has a lifetime of experience to share."

Lida van Eden

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"The IIE's Business School at Varsity College Cape Town gave me a chance to experience tertiary education the way it should be. I am able to go into the working world with some of their academic teachings and life advice."

Thabiseng Chiwashira

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