විෂය නිර්දේශය · Syllabus
Full 24-week curriculum
This 24-week, 100% online curriculum is designed to transform absolute beginners into strategic marketing professionals. Moving beyond basic social media posting, this syllabus covers the entire spectrum of modern marketing management, including market research, brand positioning, consumer behavior, integrated communications, and campaign analytics. Upon completion, students will possess a comprehensive digital portfolio of marketing blueprints, qualifying them to enter a corporate marketing role or transition directly into a Bachelor of Business Administration (BBA) or BSc in Marketing Management. The course is strictly practical and project-based. There are absolutely no written exams. All assessments are evaluated through digital campaign playbooks, brand strategies, and analytical reports submitted online.
Module 1 · Weeks 1-4
Foundations of Marketing & Consumer Behavior
Understanding core marketing principles, the marketing mix, and the psychology behind why people buy.
- Week 1Introduction to Marketing Management: Defining needs, wants, and demands. Understanding the evolution from traditional product-centric marketing to modern customer-centric marketing.
- Week 2The Marketing Mix (The 7 Ps): Exploring Product, Price, Place, Promotion, People, Process, and Physical Evidence. How these elements combine to create a compelling market offering.
- Week 3Consumer Behavior Fundamentals: Understanding the psychological and social factors that influence purchasing decisions. Mapping the B2C and B2B decision-making process.
- Week 4The Customer Journey: Tracking a consumer from initial brand awareness to post-purchase loyalty. Identifying key touchpoints that make or break a sale.
Module 2 · Weeks 5-8
Market Research & Brand Strategy
Gathering actionable data, segmenting the market, and building a strong, recognizable brand identity.
- Week 5Market Research Methodologies: How to gather primary and secondary data. Understanding the difference between qualitative (interviews, focus groups) and quantitative (surveys, analytics) research.
- Week 6STP Strategy (Segmentation, Targeting, Positioning): How to divide a broad market into profitable segments, choose the right target audience, and position the product against competitors.
- Week 7Brand Architecture & Equity: What makes a brand valuable. Designing brand identity (voice, visual guidelines) and understanding how to build long-term brand equity and trust.
- Week 8Strategic Pricing Models: Moving beyond cost-plus pricing. Exploring psychological pricing, premium positioning, penetration pricing, and subscription models.
Module 3 · Weeks 9-12
Digital Marketing & Content Strategy
Leveraging digital platforms to build audiences, distribute content, and capture inbound leads.
- Week 9Digital Marketing Architecture: Understanding the digital ecosystem. Owned media (website, blog), earned media (PR, reviews), and paid media (ads).
- Week 10Content Marketing & Storytelling: Creating valuable, relevant content to attract and retain an audience. Designing a content calendar for blogs, videos, and newsletters.
- Week 11Search Engine Marketing (SEO & SEM): The basics of how search engines rank websites. Understanding keyword intent, on-page optimization, and the role of Google Search Ads.
- Week 12Social Media Strategy: Platform-specific marketing. Understanding the differing algorithms and user mindsets across LinkedIn, Instagram, TikTok, and Facebook.
Module 4 · Weeks 13-16
Integrated Marketing Communications (IMC)
Ensuring all marketing channels broadcast a unified, powerful message to the market.
- Week 13The IMC Framework: Breaking down departmental silos so advertising, public relations, direct marketing, and social media all work together seamlessly.
- Week 14Advertising & Media Planning: How to allocate a marketing budget. Understanding reach, frequency, and media buying across digital (Meta/Google Ads) and traditional (TV/Print) channels.
- Week 15Public Relations & Influencer Marketing: Managing a brand's public image. How to write a press release, handle a PR crisis, and negotiate with industry influencers.
- Week 16Sales Promotions & Direct Marketing: Designing short-term incentives (discounts, loyalty programs, contests) that drive immediate sales without damaging long-term brand value.
Module 5 · Weeks 17-20
Marketing Analytics, CRM & Sales Alignment
Measuring the return on investment (ROI) of marketing campaigns and aligning marketing efforts with sales goals.
- Week 17Key Performance Indicators (KPIs): Understanding the metrics that matter to executives. Calculating Customer Acquisition Cost (CAC), Lifetime Value (LTV), and marketing ROI.
- Week 18Web Analytics & CRO: Reading basic website data (traffic sources, bounce rates). An introduction to Conversion Rate Optimization (CRO) to turn more website visitors into buyers.
- Week 19Customer Relationship Management (CRM): How modern marketing teams use CRM software (like HubSpot or Salesforce) to track leads and nurture relationships through automated email sequences.
- Week 20Sales and Marketing Alignment (Smarketing): Bridging the gap between the marketing team (generating leads) and the sales team (closing deals) to ensure smooth business operations.
Module 6 · Weeks 21-24
Strategic Management & Capstone Preparation
High-level executive marketing strategy, ethical considerations, and finalizing the graduation project.
- Week 21Global & Cross-Cultural Marketing: How to adapt marketing strategies for international expansion. Navigating cultural differences, language nuances, and foreign consumer behaviors.
- Week 22Marketing Ethics & Sustainability: Navigating the ethical responsibilities of a marketer. Understanding greenwashing, data privacy regulations, and socially responsible marketing.
- Week 23Capstone Execution: Dedicated 40-hour week to research, structure, and document the final enterprise marketing portfolio.
- Week 24Final Documentation Assembly: Reviewing, formatting, and submitting the final Capstone marketing package to the digital portal.
Final assessment
Capstone assignment
A comprehensive digital document (Marketing Strategy Blueprint and Campaign Portfolio) submitted directly to the Examination Council. No live presentation or written exam is required.
To graduate and prove readiness for a BBA or BSc degree, students will build a fully functional, comprehensive marketing management plan. The specific industry context, product type, or business scale will be determined by the Trident Campus Examination Council and lecturers prior to Month 6. Students must apply that assigned scenario to one of the following practical tracks:
Track A
The Product Launch Campaign (Consumer Marketing)
Submit a comprehensive "Go-To-Market Launch Plan." The student must document a complete strategy for launching a new product into the assigned market. This includes the STP strategy (segmentation, targeting, positioning), a multi-channel IMC media plan, pricing strategy, and the design of the primary promotional messaging.
Track B
The Brand Revitalization Strategy (Brand Management)
Submit a "Brand Audit & Repositioning Blueprint." The student will receive a dossier on an established, failing brand that has lost market share to modern competitors. The student must analyze the brand's weaknesses, propose a complete rebranding strategy (new positioning, updated target audience), and map out the PR and digital marketing campaign required to relaunch the brand to the public.
Track C
The Enterprise Market Entry Plan (B2B Marketing)
Submit a "B2B Market Expansion Strategy." The student will be assigned a scenario involving a business-to-business company looking to enter a new geographic region or industry sector. The student must submit a detailed strategic plan outlining the B2B buyer personas, the digital lead-generation funnel, the CRM automation workflow, and the budget required to acquire the first major corporate clients in the new market.
24-week accelerated pathway · 60 credits · assessed online without written examinations
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