Course Dates: 05/10/2010 – 21/04/2011 
Semester Dates: 
Semester 1: 05/10/2010- 09/12/2010
Semester 2: 18/01/2011- 21/04/2011
 
Examination Dates: 10/05/2011 – 13/05/2011 
Course Days: Tuesday and Thursday 
Course Times: 18.30 – 21.30 
Course Organiser:  English in Dublin 
Course Provider: College of Career Advancement 
Course Fee: €950.00 
MII Registration Fee: €275  
MII Examination Fee:€110  
Total Fees: €1,335  
 

Payment Options:
Payment can be made by Cash, Cheque or Bank Transfer to the College of Career Advancement, who are providing the tuition for this course. See enrolment form for details of bank account. 
Note: late payment of MII registration fee will incur a penalty. 
 
 

For further information, contact:
Siobhan:  01 6613788, siobhan.smith@englishindublin.ie
Deborah: 01 6613788,  deborah.mccloskey@englishindublin.ie 

Aims of the Course:
The aims of this course are to
• equip candidates with an understanding of the importance of selling and marketing.
• train them to work in teams and to manage the customer interface.
 
 
Assessment Objectives:
The examination will assess the candidate’s ability to
• put marketing strategies into practice
• develop selling skills
• learn about the importance of communication
• manage time and people
 
 
Target Candidates and Candidate Progression:
This qualification is intended for candidates who:
• have gained some valuable work experience in the retail and service sectors without qualifications
• are interested in a career in Sales and Marketing
• want to be awarded a valuable professional certificate
• wish to study marketing further to diploma or degree level
 
Syllabus Topics:
1. MARKETING IN PRACTICE 
1.1 Markets and Customers
1.2 Marketing Environment
1.3 Market Research
1.4 Segmentation, Targeting and Positioning
1.5 Product Decisions: Getting your Product to Market
1.6 Product Decisions: Managing a Product Range
1.7 Getting your Price Right
1.8 Promotion: How we Communicate with our Customers
1.9 The Promotion Mix
1.10 Place: Distributing Products and Services
1.11 Marketing of Services
1.12 SWOTing your Company 
 
 

2 SELLING SKILLS 
2.1 The Role of Personal Selling in Marketing
2.2 The Markets
2.3 The Selling Process
2.4 The Sales Presentation
2.5 Managing Risk, Overcoming Objections and Closing the Sale
2.6 After the Sale is Closed
2.7 Self-Management
2.8 Selling in the Retail Sector
2.9 Non-Personal Selling
2.10 The Economics of Selling
2.11 Negotiating
2.12 The Regulatory Environment
2.13 Ethical Issues in Selling
2.14 Managing Trade Fairs
2.15 Managing Information
2.16 Personal Selling Case Studies 
 

3 COMMUNICATION SKILLS 
3.1 Communication in Organisations
3.2 Channels of Communication
3.3 The Communications Process
3.4 Communication Styles
3.5 Working with Customers
3.6 Dealing with Customer Complaints
3.7 Team Building Skills
3.8 Making Meetings Work
3.9 Better Business Writing
3.10 Presentation Skills 
 

4 MANAGEMENT FOR MARKETERS  
4.1 The Role of the Manager
4.2 Planning
4.3 Leading
4.4 Organising
4.5 Controlling
4.6 Managing your Time
4.7 Managing Conflict
4.8 Managing Change
4.9 The Purchasing Process
4.10 Managing Stock
4.11 Customer Relations  
 

Course Duration:
The Certificate in Marketing Skills course is a part-time evening course provided on Tuesdays and Thursdays over a period of 24 weeks. 
 

Examination Format:
The format of the examination, which is set by the Marketing Institute, is as follows: 
• 4 written papers on the 4 modules in the course taken over 4 days in May.
 
 
On successful completion of all aspects of the course, the candidate will be awarded the Certificate in Marketing Skills by The Marketing Institute of Ireland.  
Those who achieve merit grades (Grade C, 50-59%) in each of the 4 modules are exempted from Year One of the Foundation Certificate in Marketing or Selling and can enter Stage 2 of the Graduateship Programme. 
 

Course Material:
• CD supplied by the Marketing Institute of Ireland.
• Regular handouts from course tutors.
 
 
Suggested Reading List:
• Introductory Marketing by Stephen Page. Published by Stanley Thornes, 1995.
• Principles of Marketing by Philip Kotler. Published by Prentice-Hall, latest edition.
• Marketing by Donal Rogan. Published by Gill & Macmillan, 2003
• Marketing by David Stokes. Published by Thompson, 2002
 
 
Note: Non-native speakers of English will be required to take a test, both written and oral, to provide proof of sufficient competence in English. 
 

For further information, contact:

Siobhan:  01 6613788, siobhan.smith@englishindublin.ie
Deborah: 01 6613788,  deborah.mccloskey@englishindublin.ie