London Centre of Marketing

Diploma
in
Sales & Marketing
Management

Detailed Syllabus

Tel: +44 20 8385 7766 Website: www.lcmuk.com

Fax: +44 20 8385 7755 E-mail: info@lcmuk.com
Buckingham House East, Stanmore, Greater London HA7 4EB

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010
Title of Award
Diploma in Sales & Marketing Management

Learning Hours
160 Guided Learning Hours (GLH)
320 Independent Learning Hours (ILH)

Structure
Candidates must attempt a minimum of four modules in total. Three modules are mandatory and the
candidate must complete at least one of the two optional modules successfully before the Award can
be issued.

Mandatory
Module Title GLH Mode of Assessment Weighting
Or Optional
Internally set, marked and
Principles of Marketing 40 Mandatory 25%
moderated final examination
Internally set, marked and
Sales Management 40 Mandatory 25%
moderated final examination
Internally set, marked and
Buyer Behaviour 40 Mandatory 25%
moderated final examination
Market Intelligence & Internally set, marked and
40 Optional 25%
Planning moderated final examination
Internally set, marked and
Business Management 40 Optional 25%
moderated final examination

Prerequisites
Candidates must possess a minimum of at least four GCSE Level Qualifications or equivalent.
Candidates must also be able to demonstrate proficiency in English.

Guidance Materials
Each syllabus contains a reading list with titles candidates should base their studies on. In addition,
past examination papers for each module in this Award are also posted on our website.

Delivery
The delivery of the Award will commence in January 2010.

Internal Quality Control

All examination papers are internally set, marked and moderated.

UNIT SPECIFICATIONS

1 – Title of Module
Principles of Marketing

2 – Level

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

3

3 – Guided Learning Hours

40

4 – London Centre of Marketing Diploma in Sales & Marketing Management Award of which
this module is a component

Value of module as a
Optional or
Qualification Title Proportion of the
Mandatory
Award
London Centre of Marketing
Mandatory 25%
Diploma in Sales & Marketing Management

5 – Aims and Objectives of this Module

This module is designed to provide candidates with an introduction to marketing concepts, processes
and frameworks as they can be applied in a variety of organisations. More specifically, the module
aims to develop candidates' knowledge and understanding of the core role of marketing in
determining the growth potential of an enterprise, including an understanding of the significance of
the external and internal operating environments for marketing practice, methods to identify market
segments, and the impact organisations can achieve via developing and integrating the marketing mix.

Upon successful completion of the module the candidate should be able to:
 Explain basic marketing concepts, principles and processes.
 Understand the impact of the external environment on marketing decision making.
 Apply marketing concepts to business and organisational settings and to case material.

6 – Learning Outcomes

L01 Understand the impact that an organization’s micro and macro environment’s can have on
marketing activity.

L02 Describe key marketing concepts and processes in the context of a range of organizational
settings

L03 Explain the importance of customers and customer segments in determining the suitability
and effectiveness of a diverse range of marketing decisions, including decisions on product,
pricing, promotional tools and place decisions.

L04 Explain the marketing activities that make up product, pricing, promotional and place
decisions

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

7 – Content

L01 Understand the impact that an organization’s micro and macro environment’s can have on
marketing activity
 Marketing and its Environment
 Marketing Dynamics
 The European Marketing Environment.

L02 Describe key marketing concepts and processes in the context of a range of organizational
settings
 What is strategy and what do we mean by strategic marketing
 Stages in the marketing planning process
 Implementation and control mechanisms for the strategic marketing plan
 International marketing – key issues
 E-Marketing and the new media as opportunities for marketers

L03 Explain the importance of customers and customer segments in determining the suitability
and effectiveness of a diverse range of marketing decisions, including decisions on product,
pricing, promotional tools and place decisions.
 Customer and Markets
 Consumer Behaviour
 B2B Buying Behaviour
 Segmenting Markets and Target Marketing
 Marketing Information and Research

L04 Explain the marketing activities that make up product, pricing, promotional and place
decisions
 What is a product? What are services?
 Product Management and new product development
 Pricing: context, concepts and strategies
 Marketing channels, including retailers and wholesalers; distribution and logistics
 Promotional tools including advertising, sales promotion, personal selling, direct marketing,
public relations and sponsorship
 Integrated Marketing Communications

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

8 – Assessment Criteria
Learning Outcome
L01Understand the impact
that an organization’s micro
and macro environment’s can
have on marketing activity
L02 Describe key marketing
concepts and processes in the
context of a range of
organizational settings
L03 Explain the importance of
customers and customer
segments in determining the
suitability and effectiveness of a
diverse range of marketing
decisions, including decisions
on product, pricing,
promotional tools and place
decisions.
Content
 Marketing and its
Environment
 Marketing dynamics
 The European marketing
environment
 -Strategic Marketing
 Marketing planning,
management and control
 Services and non-profit
marketing
 International marketing
 E-marketing and new
media
 Customer and Markets
 Consumer Behaviour
 B2B Buying Behaviour
 Segmenting Markets and
Target Marketing
 Marketing Information and
Research
SMM DIPLOMA LEVEL SYLLABI
Assessment Criteria
 Describe the factors in the
organisation’s marketing
environment using macro
environmental tools such as
PEST (Political, Economic,
Social-Cultural,
Technology)
 Describe the factors in the
organisation’s micro
environment, including
competitors, customers,
suppliers, and other
stakeholders.
 Explain how the macro and
micro environmental factors
can impact an organisation’s
marketing decisions.
 Explain key issues affecting
organisation’s in the
European marketing
environment
 Outline the steps in the
strategic marketing planning
process.
 Describe means to evaluate
the outcome of marketing
decisions.
 Explain the additional
marketing challenges faced
by service and not for profit
organisations and those
operating in international
settings.
 Explain both the
opportunities and challenges
of the internet and new
media for marketing.
 Differentiate between
marketing approaches in
consumer markets and in
business to business markets.
 Explain how to segment
markets and how to identify
target markets in both
consumer and business to
business settings.
 Describe the role of
marketing research in
DRF R1.2 MARCH 2010

L04 Explain the marketing
activities that make up product,
pricing, promotional and place 
decisions
 What is a product? What
are services?
Product Management and
new product development
 Pricing: context, concepts
and strategies
 Marketing channels,
including retailers and
wholesalers; distribution
and logistics
 Promotional tools
including advertising, sales
promotion, personal
selling, direct marketing,
public relations and
sponsorship
 Integrated Marketing
Communications
understanding customers
needs, expectations and
buying behaviour.
 Describe the different levels
of the product – core,
 Explain the product life
cycle and the steps in the
new product development
processes.
 Differentiate between
skimming and penetration
pricing strategies.
 Explain the different routes
to market that a product or
service can take from
manufacturer/producer/
provider to final user.
 Using the integrated
communications module,
explain the different roles of
advertising, sales promotion,
public relations and selling
in achieving marketing
outcomes.

9 – References

Core Text
Brassington & Pettitt (2006), Principles of Marketing: 4th Edn Pearson

Supplementary Texts
Baines, Fill & Page (2008), Marketing: Oxford University Press
Kotler & Armstrong (2007), Principles of Marketing: 12th Edn Pearson
Jobber (2007), Principles and Practice of Marketing: 5th Edn McGraw-Hill

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

UNIT SPECIFICATIONS

1 – Title of Module
Sales Management

2 – Level
3

3 – Guided Learning Hours

40

4 – London Centre of Marketing Diploma in Sales & Marketing Management Award of which
this module is a component

Value of module as a
Optional or
Qualification Title Proportion of the
Mandatory
Award
London Centre of Marketing
Mandatory 25%
Diploma in Sales & Marketing Management

5 – Aims and Objectives of this Module

The aim of this module is to provide candidates with a detailed understanding of sales management
functions and processes in contemporary organizations. Candidates will be introduced to a wide range
of analytical, managerial and theoretical techniques used in the sales context and in the management
of a sales team.

Upon successful completion of the module the candidate should be able to:
 Explain the role of sales and selling in achieving an organization’s marketing objectives
 Explain the role and main tasks of a sales manager and the environment in which those tasks take
place.
 Analyse a range of selling strategies and techniques, including forecasting and evaluation.

6 – Learning Outcomes

L01 Differentiate selling within a range of marketing contexts

L02 Demonstrate the role of sales and sales management as tools in achieving marketing
objectives

L03 Explain the role of the sales manager in setting sales targets; recruiting the sales team; setting
sales objectives and targets; and evaluating, assessing and compensating salespeople.

L04 Analyse selling functions, strategies and techniques, including relationship selling

L05 Explain the legal environment for selling and key ethical issues.

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

7 – Content

L01 Differentiate selling within a range of marketing contexts

 Sales in B2C, B2B, not for profit and other contexts
 Sales Settings
 Sales as one tool in the promotional mix
 International Selling
 The sales career

L02 Demonstrate the role of sales and sales management as a tool in achieving marketing
objectives.
 The sales perspective
 The role of selling in marketing and in achieving marketing objectives
 The role of the sales manager
 Alternative ways to structure a sales team: by product or product line, by geographic territory,
by type of buyer and others

L03 Explain the role of the sales manager in setting sales targets; recruiting the sales team; setting
sales objectives and targets; and evaluating, assessing and compensating salespeople.
 Recruitment and Selection of sales people
 Motivation and Training
 Organisation and Compensation
 Sales Control, including forecasting, budgeting and sales force evaluation

L04 Analyse selling functions, strategies and techniques, including relationship selling.
 Sales Responsibilities and Preparation
 Personal Selling skills
 Key Account Management
 Relationship Selling
 Direct Marketing
 Internet and IT Applications in Selling and Sales Management

L05 Explain the legal environment for selling and key ethical issues.
 Law and Ethical Issues in selling

8 – Assessment

Learning Outcome Content Assessment Criteria

L01 Differentiate selling
within a range of marketing
contexts
 Sales in B2C, B2B, not for
profit and other contexts.
 Sales Settings
 Sales as one tool in the
promotional mix
 International selling
 The sales career
 Explain how the sales
process can differ between
consumer and
organizational and/or
business to business
contexts.
 Demonstrate how the role

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010


L02 Demonstrate the role of  The sales perspective
sales and sales management as  The role of selling in
a tool in achieving marketing marketing and in
objectives. achieving marketing
objectives
 The role of the sales
manager
 Alternative ways to
structure a sales team: by
product or product line,
by geographic territory, by
type of buyer and others
L03 Explain the role of the  Recruitment and Selection
sales manager in setting sales of sales people
targets; recruiting the sales  Motivation and Training
team; setting sales objectives  Organisation and
and targets; and evaluating, Compensation
assessing and compensating  Sales Control, including
salespeople. forecasting, budgeting and
sales force evaluation
L04 Analyse selling functions,  Sales Responsibilities and 
strategies and techniques, Preparation
including relationship selling.  Personal Selling skills
 Key Account Management 
 Relationship Selling
 Direct Marketing
 Internet and IT  Assess the contexts in
Applications in Selling
and Sales Management
SMM DIPLOMA LEVEL SYLLABI
and importance of the
sales function in a range of
organizations including
profit and not-for profit
settings as well as small,
medium and larger
enterprises.
 Explain the additional
issues and challenges that
face the international sales
organization.
 Describe the similarities
and differences between
the sales perspective and
the broader marketing
perspective.
 Explain the role of sales
and sales management in
achieving marketing and
organizational objectives.
 Discuss different
approaches to structuring
the selling function and
the advantages and
disadvantages of each.
 Describe the tasks of the
sales manager.
 Explain methods of
recruitment and selection
of sales people.
 Analyse the different
motivational and
compensation methods for
sales people.
 Explain the methods for
setting budgets and for
evaluating both sales
people and sales outcomes
used by sales managers.
Explain the roles of and
selling skills needed by the
sales person.
Differentiate between
selling and key account
management.
which relationship selling
is the most appropriate
form of selling.
 Explain the role of sales in
direct marketing and
DRF R1.2 MARCH 2010

L05 Explain the legal
environment for selling and
key ethical issues.
 Law and Ethical Issues in
selling
internet marketing.
 Describe the key sales and
sales management IT
applications in use today.
 Explain key sales laws and
regulations in an EU
context.
 Analyze key ethical issues
and dilemmas faced by
sales managers and sales
people.

9 – References

Core Text
Jobber and Lancaster (2005), Selling and Sales Management: 7th Ed Pearson

Supplementary Texts
Donaldson (2007), Sales Management; Theory & Practice: 3rd Ed Palgrave
Rogers (2007), Rethinking Sales: Management Wiley

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

UNIT SPECIFICATIONS

1 – Title of Module
Buyer Behaviour

2 – Level
3

3 – Guided Learning Hours

40

4 – London Centre of Marketing Diploma in Sales & Marketing Management Award of which
this module is a component

Value of module as a
Optional or
Qualification Title Proportion of the
Mandatory
Award
London Centre of Marketing
Mandatory 25%
Diploma in Sales & Marketing Management

5 – Aims and Objectives of this Module

The aim of this module is to provide candidates with knowledge of the factors that influence buyer
behaviour in different contexts, such as buying for self, gift buying, buyer behaviour in groups (e.g.
households or families) and buying in organisations. Relevant theories of consumer and organisational
behaviour will be explored and critiqued so that candidates can gain insights into how and why buyers
behave the way they do. Candidates will also be expected to relate theories of buyer behaviour to
contemporary marketing practices.

Upon successful completion of the module the candidate should be able to:
 Differentiate between buyer behaviour in consumer and organisational settings.
 Discuss the personal, social, cultural and marketing influences on consumers at different stages of
the buying process.
 Explain how knowledge and understanding of buyer behaviour is used in marketing decision
making.

6 – Learning Outcomes

L01 Explain the importance of consumer behaviour and decision making to marketing strategy.

L02 Outline and explain the steps in a range of consumer decision making processes.

L03 Explain the role and impact of individual (psychological), social and cultural factors in
consumer decision-making and buying behaviour.

L04 Describe the characteristics of organisational buyer behaviour

L05 Explain the strengths and weaknesses of the dominant theories of consumer behaviour and
organisational buyer behaviour

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

7 – Content

L01 Explain the importance of consumer behaviour and decision making to marketing strategy.
 An introduction to consumer behaviour in marketing
 Consumer’s impact on marketing strategy and marketing’s impact on consumers
 Consumer vs. organizational and/or business to business buying behaviour
 How consumer behaviour information is gathered by marketers

L02 Outline and explain the steps in a range of consumer decision making processes
 Stages in the consumer decision making process: problem recognition, information search,
evoked set, evaluation of alternatives, purchase, and post-purchase behaviour.
 Alternative forms of decision making: limited problem-solving; habitual decision making ,
extended problem-solving
 Heuristics and decision rules and how they impact consumer decision making

L03 Explain the role and impact of individual (psychological), social and cultural factors in
consumer decision-making and buying behaviour.
 Perception, learning, information, and memory
 Motivation, values and involvement
 Attitudes and attitude change
 Expectancy theory, drive theory, cognitive dissonance theory, and approach-avoidance
conflict theory
 Group influence on consumer decision making, including reference groups, aspirational
groups and family
 Influence of social class, income, culture and sub-cultures on consumer decision making and
buying behaviour
 Lifestyles and European cultures
 New times, new consumers

L04 Describe the characteristics of organisational buyer behaviour

 Models of organizational and business to business decision-making
 The buying centre concept and buying criteria
 Supply chain issues

L05 Explain the strengths and weaknesses of the dominant theories of consumer behaviour and
organisational buyer behaviour
 Consumer Behaviour theories including expectancy theory, drive theory, cognitive
dissonance theory, and approach-avoidance conflict theory and the theory of reasoned action
 Organisational Buying Behaviour theories including the relationship life cycle theory and
network theory

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

8 – Assessment
Learning Outcomes
L01 Explain the importance
of consumer behaviour and
decision making to marketing
strategy.
L02 Outline and explain the
steps in a range of consumer
decision making processes
L03 Explain the role and
impact of individual
(psychological), social and
cultural factors in consumer
decision-making and buying
behaviour.
Content
 An introduction to
consumer behaviour in
marketing
 Consumer’s impact on
marketing strategy and
marketing’s impact on
consumers
 Consumer vs.
organizational and/or
business to business
buying behaviour
 How consumer behaviour
information is gathered by
marketers
 Stages in the consumer
decision making process:
problem recognition,
information search, evoked
set, evaluation of
alternatives, purchase, and
post-purchase behaviour.
 Alternative forms of
decision making: limited
problem-solving; habitual
decision making ,
extended problem-solving
 Heuristics and decision
rules and how they impact
consumer decision making
 Perception, learning,
information, and memory
 Motivation, values and
involvement
 Attitudes and attitude
change
 Expectancy theory, drive
theory, cognitive
dissonance theory, and
approach-avoidance
conflict theory
 Group influence on
consumer decision
making, including
reference groups,
aspirational groups and
family
 Influence of social class,
SMM DIPLOMA LEVEL SYLLABI
Assessment Criteria
 Explain how knowledge
of consumer behaviour
helps marketers make
better decisions.
 Describe the differences
in the consumer vs. the
organizational decision
making process.
 Describe the tools that
are used to gather
information about
consumer needs,
expectations and buying
behaviour
 Explain each of the steps
in the consumer
decision making process.
 Determine situations in
which consumers use
limited, habitual or
extended decision
making forms.
 Identify and explain
tools that individuals use
to make decisions.
 Explain the perceptual
process and perceptual
selection.
 Discuss how learning,
information and
memory assist
consumers in decision
making.
 Identify products and/or
services that are
marketed towards
different consumer
motivational needs and
desires.
 Explain the impact of
attitudes on consumer
decision making and the
challenges marketers
face in changing
DRF R1.2 MARCH 2010

L04 Describe the
characteristics of
organisational buyer
behaviour
L05 Explain the strengths
and weaknesses of the
dominant theories of
consumer behaviour and
organisational buyer
behaviour
9 – References
Core Text
Solomon (2007), Consumer Behaviour: A European Perspective: Pearson
Supplementary Texts
Schiffman et al (2008), Consumer Behaviour: 4th Ed Pearson
Blyth (2007), Consumer Behaviour: Thompson (Cengage)
Foxall (2002), Consumer Behaviour Analysis: Routledge
income, culture and sub- consumer attitudes.
cultures on consumer  Discuss how social,
decision making and demographic, and
buying behaviour cultural factors can
 Lifestyles and European impact consumer
cultures decision making.
 New times, new  Explain how new tools
consumers and technology such as
the internet have
impacted consumer
behaviour.
 Models of organizational  Analyze alternative
and business to business models of organizational
decision-making and business to business
 The buying centre concept buying behaviour.
and buying criteria  Explain the buying
 Supply chain issues centre concept and its
impact on organizational
marketing.
 Discuss the challenges of
managing supply chains
in marketing.
 Consumer Behaviour  Analyze key consumer
theories including behaviour theories in
expectancy theory, drive terms of their ability to
theory, cognitive explain consumer
dissonance theory, and decision making.
approach-avoidance  Explain the importance
conflict theory and the of supplier relationships
theory of reasoned action and relationship theory
 Organisational Buying to organizational
Behaviour theories marketing.
including the relationship  Analyze the traditional
life cycle theory and vs. the more recent
network theory theories of
organizational buying
behaviour.
SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010
UNIT SPECIFICATIONS

1 – Title of Module
Market Intelligence and Planning

2 – Level
3

3 – Guided Learning Hours

40

4 – London Centre of Marketing Diploma in Sales & Marketing Management Award of which
this module is a component

Value of module as a
Optional or
Qualification Title Proportion of the
Mandatory
Award
London Centre of Marketing
Optional 25%
Diploma in Sales & Marketing Management

5 – Aims and Objectives of this Module

The aim of this module is to introduce candidates to the range of information sources and
information gathering techniques that they will need to operate in a marketing context and to develop
marketing plans. Candidates will learn how to identify these sources of information and then
critically evaluate them for importance, value, impact, and validity. Candidates will also evaluate a
range of types of marketing information, including numerical information, images, text, and
multimedia and determine how these sources and types of information can be used or manipulated to
improve marketing planning and decision making.

Upon successful completion of the module the candidate should be able to:
 Identify and interpret relevant sources of information for specific marketing purposes.
 Apply relevant techniques for summarising and re-expressing various kinds of information (e.g.
compile tables and graphs, derive descriptive statistics, calculate percentages, and draw maps of
marketing data).
 Critically evaluate the validity, reliability and relevance of various forms of information in a
marketing context.
 Apply information in all its forms to marketing planning.

6 – Learning Outcomes

L01 Find and retrieve marketing related information from relevant sources.

L02 Critically evaluate marketing-related information in a range of forms for reliability, validity
and relevance.

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

L03 Create appropriate summaries of relevant information for marketing purposes, either in
numerical, textual or visual formats

L04 Outline and describe the steps in the marketing planning process and identify information
needs at each stage.

L05 Identify and summarise relevant information for different stages in the marketing planning
process.

7 – Content

L01 Find and retrieve marketing related information from relevant sources.
 Understand and interpret marketing information
 Find and retrieve marketing information from a range of sources including informational
databases, library sources, market research reports and in-company or commercial documents
 Develop information search and evaluation skills such as how information can be classified;
the tools for holding information types; searching on the internet; types of information;
classifications of information; tools for bibliographic information retrieval; and searching the
Internet

L02 Critically evaluate marketing-related information in a range of forms for reliability, validity
and relevance.
 Evaluate information for relevance, currency, fitness for purpose, quality and source
 Develop critical thinking skills
 Apply basic numerical skills to the analysis of numerical information

L03 Create appropriate summaries of relevant information for marketing purposes, either in
numerical, textual or visual formats.
 Collate and synthesize marketing information
 Apply basic numerical skills to the analysis of numerical information and provide
interpretation
 Summarize in writing information from textual, visual or numerical sources for marketing
purposes
 Correctly reference information

L04 Outline and describe the steps in the marketing planning process and identify information
needs at each stage.
 Identify and describe the stages of situational analysis; objective setting and strategy
formulation, developing appropriate marketing tools and tactics, implementation and
control.
 Outline the information needs at each stage of the marketing planning process.

L05 Identify and summarise relevant information for different stages in the marketing planning
process.
 Identify appropriate sources of information to assist marketers in conducting a situational
analysis (macro environment, microenvironment and internal environment) for marketing
planning
 Summarise and interpret relevant situational analysis information whether textual or
numerical

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

  Identify appropriate stages in the planning, implementation and evaluation processes of
marketing where marketing research should be carried out.
 Identify appropriate stages in the planning, implementation and evaluation process of
marketing where additional information should be gathered, interpreted and used to improve
decision making.
 Discuss ethical issues that may arise in the gathering, interpreting or using of information.

8 – Assessment Criteria

Learning Outcome Content Assessment Criteria

L01 Find and retrieve
marketing related information
from relevant sources.
 Understand and interpret  Describe a range of the types
marketing information of sources where marketing
 Find and retrieve marketing related information can be
information from a range of gathered and organize these
sources including sources in terms of their
informational databases, value and reliability.
library sources, market  Explain key rules for
research reports and in- searching for reliable
company or commercial information on the internet.
documents  Explain key rules for
 Develop information search searching for reliable
and evaluation skills such as information in informational
how information can be databases and library sources.
classified; the tools for
holding information types;
searching on the internet;
types of information;
classifications of information;
tools for bibliographic
information retrieval; and
searching the Internet
 Understand and interpret
marketing information.
 Find and retrieve marketing
information from a range of
sources including
informational databases,
library sources, market
research reports and in-
company or commercial
documents
 Develop information search
and evaluation skills such as
how information can be
classified; the tools for
holding information types;
searching on the internet;
types of information;
classifications of information;
tools for bibliographic

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010


L02 Critically evaluate
marketing-related information
in a range of forms for
reliability, validity and
relevance.
L03 Create appropriate
summaries of relevant
information for marketing
purposes, either in numerical,
textual or visual formats.
L04 Outline and describe the
steps in the marketing planning
process and identify
information needs at each
stage.
L05 Identify and summarise
relevant information for
different stages in the
marketing planning process.
information retrieval; and
searching the Internet
 Evaluate information for
relevance, currency, fitness
for purpose, quality and
source
 Develop critical thinking
skills
 Apply basic numerical skills
to the analysis of numerical
information
 Collate and synthesize
marketing information
 Apply basic numerical skills
to the analysis of numerical
information and provide
interpretation
 Summarize in writing
information from textual,
visual or numerical sources
for marketing purposes
 Correctly reference
information
 Identify and describe the
stages of situational analysis;
objective setting and strategy
formulation, developing
appropriate marketing tools
and tactics, implementation
and control.
 Outline the information
needs at each stage of the
marketing planning process
 Identify appropriate sources
of information to assist
marketers in conducting a
situational analysis (macro
environment, micro
environment and internal
environment) for marketing
planning
 Summarise and interpret
relevant situational analysis
information whether textual
or numerical
 Identify appropriate stages in
the planning,
implementation and
evaluation processes of
marketing where marketing
SMM DIPLOMA LEVEL SYLLABI
 Given three pieces of
marketing information
related to a particular
marketing problem, critically
evaluate each for relevance,
quality and reliability.
 Provide a concise and
accurate synthesis of given
sets of marketing
information and reference
appropriately.
 Using numerical techniques,
summarize and chart given
marketing numerical
information.
 Outline and explain the steps
in the marketing planning
approach.
 Describe the kinds of
information that marketers
need at each stage of the
marketing planning process.
 Identify information needs
and sources at each stage of
the marketing planning
process.
 Given a body of information,
determine whether the
information is macro
environmental, micro
environmental or internal
and summarise that
information.
 Discuss where marketing
research may be needed in
the strategic marketing
planning process.
 Explain the types of ethical
issues that may arise in
DRF R1.2 MARCH 2010
 research should be carried information gathering and
out. use and discuss means to deal
 Identify appropriate stages in with these issues
the planning, appropriately.
implementation and
evaluation process of
marketing where additional
information should be
gathered, interpreted and
used to improve decision
making.
 Discuss ethical issues that
may arise in the gathering,
interpreting or using of
information.

9 – References

Core Texts
Callingham (2004), Market Intelligence (MRS series): Kogan Page
Cottrell (2005), Critical Thinking: Skills Palgrave

Supplementary Texts
Murphy (2005), Competitive Intelligence: Gower Publishing

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

UNIT SPECIFICATIONS

1 – Title of Module
Business Management

2 – Level
3

3 – Guided Learning Hours

40

4 – London Centre of Marketing Diploma in Sales & Marketing Management Award of which
this module is a component

Value of module as a
Optional or
Qualification Title Proportion of the
Mandatory
Award
London Centre of Marketing
Optional 25%
Diploma in Sales & Marketing Management

5 – Aims and Objectives of this Module

The aim of this module is to provide a broad, yet integrated view of management in organisations.
Candidates will gain insights into the theory and practice of management, including management
processes; styles of management and leadership across cultures; factors influencing management
thought and practice; and analytical approaches to management strategy.

Upon successful completion of the module the candidate should be able to:
 Describe core management functions, practices, and processes.
 Conduct a comparative analysis of management and leadership styles both domestically and
across cultures.
 Identify external factors that impact management and management decision making.
 Develop strategic management directions for the organisation.

6 – Learning Outcomes

LO1 Identify relevant managerial roles and functions across a range of organisations and
organisational structures.

LO2 Determine external and other factors that influence type, style, structure and outcomes of
management.

LO3 Evaluate alternative styles of management and leadership both domestically and across
cultures.

LO4 Critically evaluate the theory and practice of strategic management.

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

7 – Content

LO1 Identify relevant managerial roles and functions across a range of organisations and
organisational structures.
 Identify different organisational structures and how they can influence management roles and
functions.
 Identify theories of management thinking and practice
 Explain core management skills and competencies.
 Discuss key functions of communicating, co-ordinating, decision-making, planning,
implementation and control.
 Describe aspects of personal time management.

LO2 Determine external and other factors that influence type, style, structure and outcomes of
management.
 Traditional managerial approaches and Boundary Management approaches
 The external environment and its impact on management
 The market and its impact on management and managerial tasks
 New and evolving technologies and their impact on management
 Globalisation and internationalisation and impacts on management
 Managing change and diversity.

LO3 Evaluate alternative styles of management and leadership both domestically and across
cultures.
 Alternative management styles
 Humanistic style of management
 Theories of leadership, including principles of ethical and moral leadership.
 National culture and management
 International management styles including European and South East Asian.

LO4 Critically evaluate the theory and practice of strategic management.

 Theoretical perspectives on strategic management practice.
 Assessing resources and capabilities to achieve sustainable competitive advantage
 Knowledge management

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

8 – Assessment Criteria
Learning Outcomes
LO1 Identify relevant
managerial roles and functions
across a range of organisations
and organisational structures.
LO2 Determine external and
other factors that influence
type, style, structure and
outcomes of management.
LO3 Evaluate alternative styles
of management and leadership
both domestically and across
cultures.
Content
 Identify different
organisational structures
and how they can influence
management roles and
functions.
 Identify theories of
management thinking and
practice
 Explain core management
skills and competencies.
 Discuss key functions of
communicating, co-
ordinating, decision-
making, planning,
implementation and
control.
 Describe aspects of personal
time management.
 Traditional managerial
approaches and Boundary
Management approaches
 The external environment
and its impact on
management
 The market and its impact
on management and
managerial tasks
 New and evolving
technologies and their
impact on management
 Globalisation and
internationalisation and
impacts on management
 Managing change and
diversity.
 Alternative management
styles
 Humanistic style of
management
 Theories of leadership,
including principles of
ethical and moral
leadership.
 National culture and
management
 International management
styles including European
and South East Asian.
SMM DIPLOMA LEVEL SYLLABI
Assessment Criteria
 Evaluate alternative theories
of management thinking
and practice.
 Explain core management
competencies and the key
functions of management.
 Differentiate between
traditional approaches to
management and Boundary
Management approaches.
 Identify and discuss the
external and internal factors
that can impact
management and
management decision
making.
 Discuss the challenges to
management of operating
internationally.
 Describe alternative styles
of management.
 Explain the benefits and
challenges of a humanistic
style of management in
relation to other more
traditional styles.
 Outline and discuss
alternative theories of
leadership.
 Discuss alternative styles of
management often found in
other regions of the world.
DRF R1.2 MARCH 2010
LO4 Critically evaluate the  Theoretical perspectives on
theory and practice of strategic strategic management
management. practice.
 Assessing resources and
capabilities to achieve
sustainable competitive
advantage
 Knowledge management
 Explain what is meant by
strategic management
practice.
 Discuss means by which an
organisation can achieve a
sustainable competitive
advantage.
 Explain the role and
benefits of knowledge
management within an
organisation.

9 – References

Core Text
Morden, T. (2004), Principles of Management: Ashgate Publishing

Supplementary Texts
Hitt, M., Black, S. and Porter, L.W. (2009), Management: Pearson

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010

SMM DIPLOMA LEVEL SYLLABI DRF R1.2 MARCH 2010