Specialised Diploma in Marketing, Advertising & Public Relations

Bournemouth Business School International (BBSI), a highly-accredited business School and English language college in Britain, offers international students the opportunity to study English in Britain while also studying the concepts and acquiring the skills required for a career in marketing or business. This programme is suitable from the European Economic Area (EEA) or Switzerland only.

The BBSI Diploma course in Marketing, Advertising & Public Relations is designed for students with an English language level equivalent to IELTS 5.0/CEFR B2. This 36-week study option places emphasis initially on developing business communication skills, prior to the introduction of more specialised marketing and business topics. The course leads to a BBSI Diploma in Marketing, Advertising & Public Relations, an NCFE Certificate in Communication & Business Skills, and an NCFE Certificate in Marketing, Advertising & Public Relations. Students also have the opportunity to prepare for an English or business English examination.

Additional English and Business English Qualifications. Students will also have the option to prepare
for up to 3 different University of Cambridge ESOL qualifications: the First Certificate in English
(FCE)

, the Certificate in Advanced English (CAE)

, or the Business English Certificate (BEC)

. Students wishing to take one of these examinations are recommended to study for a full 12 weeks

prior to the examination, to maximise their chances of success. Alternatively, students can opt to join

our ongoing weekly English Language Workshop (ELW)

at a language level to suit their needs.

Course Outline:

Minimum English-Language Entry Level. IELTS 5.0/CEFR B2.

Course Duration. 36 weeks.

Course Code. DMP.

Main Course Entry Dates. Sep, Jan, Apr or Jul; however, flexible entry dates are available
for these courses (term dates 2011/12).

Minimum Age. 17 years.

Award.   Academic achievement is ascertained by means of continuous assessment.

      BBSI Diploma in Marketing, Advertising & Public Relations
      NCFE Certificate in Communication & Business Skills

      NCFE Certificate in Marketing, Advertising & Public Relations

Optional External Examinations+. Additional examination fees apply.

      University of Cambridge FCE (examination dates)
      University of Cambridge CAE (examination dates)
      University of Cambridge BEC (examination dates)

Course Structure & Content. A minimum of 36 weeks' study is required , comprising 30, forty-five minute lessons (22.5 hours) weekly. Course breakdown is as follows:

      Term 1

      20 lessons weekly in Communication & Business Skills
      10 weekly lessons in English Language
            (selected from one of the following options):
                   * preparation for the University of Cambridge FCE
                   * preparation for the University of Cambridge CAE
                   * preparation for the University of Cambridge BEC
                   * English Language Workshop (ELW)

Terms 2 & 3

20 lessons weekly in Marketing, Advertising & Public Relations
10 weekly lessons in English Language
      (selected from one of the following options):
            * preparation for the University of Cambridge FCE
            * preparation for the University of Cambridge CAE
            * preparation for the University of Cambridge BEC
            * English Language Workshop (ELW)

Course Syllabus. Students seeking to start the 36 week Diploma course in January or July would follow weeks 1-12, weeks 13-24 and weeks 25-36 of the syllabus outlined in the course description, whilst those commencing the same course in either September or April would study weeks 1-12, weeks 25-36 and weeks 13-24.

Course Elements. The Certificate and the Higher-Certificate courses provide training in marketing and English, while the Diploma course provides students with the 3 main components: marketing, business communication and English-language development. The Marketing, Advertising and Public Relations syllabus incorporates specialised elements within the following topics:

      Marketing & the Environment

            * nature of marketing
            * global environment
            * macroeconomic situation

            *  marketing mix
      Customer Behaviour

            * how consumers & organisations act
            *  customer types & loyalty
            * trends & patterns

            * life time value
      Market Research

            * research methods & theories
            * surveys & results
            * information systems

            * qurestionnaire design & creation
      Nature of Markets
            * segmentation, targeting & positioning

            * European environment

            * globalisation

      Product Management

            * product development

            *  brand management

            * service management

            * price elasticity

      Pricing Strategy

            * supply & demand
            * market pricing

            * cost plus

      Distribution Management

            * channels

            * logistics

            * retailers

            * wholesalers

            * e-business

            * budgets

      Mass Communication Techniques

            * promotional mix

            * advertising

            * sales promotions

            * public relations

            * sponsorship

            * exhibitions & trade fairs

      Direct Communication Techniques

            * personal selling

            * sales management

            * direct & on-line marketing

            * customer relationship management (CRM)

            * buzz marketing

      Marketing Management

            * strategic management

            * planning & control

            * international marketing

            * non-profit marketing

            * current trends

Course Objectives. The course objectives are to:

                  * Provide students with the specialised language of marketing to enable them to
                           communicate effectively in an international marketing environment.

         * Enable students to develop a sound understanding of current theory & practice in
                  marketing.

         * Facilitate the development of effective business English communication skills.

         * Ensure students build appropriate vocabulary related to marketing.

The following versions of the Marketing, Advertsising & Public Relations course are also available:

Specialised Certificate in Marketing, Advertising & Public Relations
Specialised Higher-Certificate in Marketing, Advertising & Public Relations

                  University Foundation Higher-Certificate in Marketing, Advertising & Public Relations
                  University Foundation Extended Higher-Certificate in Marketing, Advertising &
                        Public Relations
                  University Foundation Diploma in Marketing, Advertising & Public Relations
                  University Foundation Extended Diploma in Marketing, Advertising & Public Relations
                  Pre-Masters Certificate in Marketing, Advertising & Public Relations
                  Pre-Masters Higher-Certificate in Marketing, Advertising & Public Relations
                  Pre-Masters Extended Higher-Certificate in Marketing, Advertising & Public Relations
                  Pre-Masters Diploma in Marketing, Advertising & Public Relations
                  Pre-Masters Extended Diploma in Marketing, Advertising & Public Relations

BBSI courses are carefully designed and structured at different language levels to enable international students to develop all 4 English language skills simultaneously, while developing their professional communication skills and professional knowledge in academic, vocational or professional context, in the specialised subject of their choice. Students therefore have the flexibility to focus on either academic or vocational progression, depending on their personal training needs and particular learning objectives.