CAM Diploma in Digital Marketing - Marketing and Consumer Behaviour

7Ps of marketing

By Stephen Hudson - Digital Marketing Consultant. 

One of the best aspects of working for Orantec (on top of the great working atmosphere and the variety of the job) is the number of opportunities available for career enhancement. In my case I started the job with only a small amount of marketing knowledge, so when I was offered the chance to study for the CAM Diploma in Digital Marketing qualification I jumped at the opportunity and I have really enjoyed learning new skills and improving my marketing knowledge.

I undertook the course through a company called Marketing Tom Media based in Cardiff. The company was founded by Alun John who is also a lecturer in Digital Media and Marketing at Cardiff University, extremely passionate about all things marketing and social media – it was a pleasure to learn from someone so knowledgeable and enthusiastic about their field of expertise.

The CAM Diploma is split into three separate modules; ‘Marketing and Consumer Behaviour’, ‘Digital Marketing Planning’ and ‘Digital Marketing Essentials’. Each module was taught over two days through a series of lectures and group exercises while the assignments for each were to be completed in my own time with occasional assistance from Marketing Tom’s lecturers. In this article I would like to talk about the Marketing and Consumer Behaviour module, and how the information I picked up in this module is vital for all aspects of marketing both offline and online.

Understanding the theory behind marketing

Many companies have marketing departments, however very few really understand the theory behind marketing. Many are able to implement tactics and actions (e.g. social media, print advertising, PPC) but very few understand the reasons why we undertake these actions, which is what the Marketing and Consumer Behaviour module explains in great detail.

The module looks at the theory behind marketing, such as the marketing planning process and how each stage is linked, how marketing impacts on all aspects of business and how it influences an organisation’s strategy and culture, and finally how marketers can build long term relationships with customers and other channel members (e.g. stakeholders, agencies and distributors). By the end of the module I had a good understanding of how marketers influence a customer’s buying behaviour (such as why a consumer purchases an iPhone over a Samsung) and why marketing is a vital aspect of every company regardless of size and stature.

Both lecture days were engaging and entertaining; there is of course a lot of information to take in and process, but the lecturers managed to make the days inviting and encouraged participants to actively participate with the class through group exercises and question and answer sessions.

Main outcomes of the module

While the course touched on a wide range of marketing information such as how marketers collect primary and secondary data and the different marketing channels (e.g. retailer to consumer, or manufacturer –> retailer –> consumer) there were a few key terms which appeared frequently throughout the module: the Marketing Communications Mix and the Promotional Mix.

The 7Ps (Marketing Communications Mix)

Whether a company is selling a product or a service, the 7Ps approach allows companies to see which key issues impact on the marketing of its products or services. The 7Ps are as follows:

  • Product - The product/service a company is trying to sell must be relevant and meet the users’ needs and wants
  • Promotion - How a company promotes the service/product (Promotional Mix)
  • Price - The price of the product or service
  • Place - Where to sell the product/service (website, retail shop, affiliate programme, etc.)
  • People - Who are your audience and who is involved in selling the product or service
  • Process - How products are delivered
  • Physical Evidence - Branding, website portfolios, etc.

Promotional Mix

The second term which appeared frequently was the Promotional Mix (the Promotion P in the 7Ps). This is when a company chooses which channel or channels they wish to use when promoting a product or service. There are five main promotional channels:

  • Advertising
  • Personal Selling
  • Sales Promotion
  • Public Relations
  • Direct Marketing

When choosing which channel to use, marketers need to understand the pros and cons of each promotional technique. For example advertising can be expensive but can reach a wide audience, whereas direct marketing and personal selling can be used to target a smaller but focused group which may generate more conversions.

While these two terms are more noticeable in the overall Marketing Communications Mix, marketers need to ensure they understand everything involved in the Mix, something the module explained in depth. The Marketing Communications Mix also lays the foundations for a good marketing plan and explains why certain tools and tactics are better for achieving goals than others, but I’ll share my views on these modules in the next couple of blogs.

The assignment of the Marketing and Consumer Behaviour module took the form of 5 tasks which totalled around 4000 words and included essays, reports, presentations and even the creation of website pages.

If you’re thinking about adding some extra marketing qualifications to your CV or just wish to brush up on your marketing knowledge I highly recommend you give Alan a call or drop him an email. This course has helped me in my job and I have no doubt it’ll help you in yours!


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