The Marketing Challenge

This course is an introduction to marketing: identifying, anticipating and satisfying customers' and clients' needs.

Topics covered include:

  • Marketing strategy
  • Marketing planning
  • Segmentation
  • Product development
  • Pricing, promotion and distribution decisions
  • Organisational control of the marketing planning process.

This Short Course can be taken as a stand-alone course or it may be available as part of a Certificate of Higher Education.

Learning objectives

To develop awareness and understanding of:

  • The role and importance of marketing in organisations, the characteristics of effective marketing and the strategies used by organisations to create and build global brands
  • The role of market analysis in organisations and its central importance in developing marketing plans
  • The individual skills and attributes needed to develop an integrated marketing mix within contemporary organisations.

15 credits at level 4

  • Entry requirements

    Entry requirements

    Most of our short courses have no formal entry requirements and are open to all students. You may have to fulfil specific prerequisites for some intermediate-level or advanced-level courses, but these will be specified where relevant.

    Visa requirements

    If you are not from the European Economic Area (EEA) and/or Switzerland and you are coming to study in the UK, you may need to apply for a visa.

    The visa you apply for varies according to the length of your course:

    • Courses of more than six months’ duration.
    • Courses of less than six months’ duration.
    • Pre-sessional English language courses.

    International students who require a Tier 4 visa should apply for our three-year evening study BA/BSc/LLB degrees, as these are classified as full-time study and qualify for student visa status. If you are living in the UK on a Tier 4 visa, you will not be eligible to enrol as a student on Birkbeck’s part-time evening study degrees.

    For full information, read our visa information for international students page.

  • How to apply

    How to apply

    You enrol directly onto the classes you would like to take, using the Enrol Now link below. Classes are filled on a first-come, first-served basis – so apply early. If you wish to take more than one short course, you can select each one separately and then enrol onto them together via our online application portal. There is usually no formal selection process, although some modules may have prerequisites and/or other requirements, which will be specified where relevant.

First class: Mon 30-Oct-17 6pm-9pm

Class location Central London
Class code FFMN012H4ACB

This class has already started. You can no longer enrol on this class.

First class: Sat 02-Dec-17 10am-5pm

Class location Central London
Class code FFMN012H4CCB