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Duration (approx) 1000 hours
Qualification Foundation Diploma

Study marketing with this specialist Marketing Course now available by distance learning

  • Benefit from studying a unique qualification - there are lots of marketing courses available, but this course enables you to take specialisms in horticultural, agricultural and leisure industry marketing.  
  • Learn about theories, processes and strategies in marketing with this foundation diploma.  Take nine core modules and then choose one elective module.
  • Core modules cover eCommerce Marketing, Marketing for the Leisure Industry, Marketing Foundations, Marketing Psychology, Advertising and Promotions, Internet Marketing, Agricultural Marketing, Horticultural Marketing and Marketing Systems.
  • Then choose one elective from – Business Skills, Sales Skills, Starting a Small Business, Project Management or Professional Practice for Consultants.

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Improve your knowledge of marketing with this in-depth Foundation Diploma In Marketing course

A flexible and unique qualification which through a select suite of studies will provide you with extensive knowledge of marketing and enable you to learn more about niche industries, such as agriculture, horticulture and marketing in leisure industries.

The course is suitable for anyone wanting to work within the marketing industry or improve your marketing skills in your existing job.

  • Learn the core principles of marketing.
  • Study niche marketing, such as horticulture, leisure and agriculture.
  • Improve your career prospects by being able to offer niche industry knowledge in marketing.
  • Study at home to fit around you and your life.
  • Start the course at any time to suit you.


Course Duration: 1000 hours.
Start Date: Start at any time - study at a pace that suits you, and with full tutor support for the duration of your studies.

Content: Study nine core modules and then choose one elective module.

The Core modules cover E commerce Marketing, Marketing for the Leisure Industry, Marketing Foundations, Marketing Psychology, Advertising and Promotions, Internet Marketing, Agricultural Marketing, Horticultural Marketing and Marketing Systems.

Then choose one elective from – Business Skills, Sales Skills, Starting a Small Business, Project Management or Professional Practice for Consultants.

All modules for the Foundation Diploma in Marketing are summarised below.  Follow the title link for further information on each.


E-Commerce BIT100
This 8 lesson module is concerned with Electronic Commerce – the trading of goods or services via an electronic medium, such as the internet.  The module looks at the different issues that an E-commerce operator will need to consider for their business and how products and services are marketed on the internet.  As well as considering the difference in approach required to promote goods or services on the internet, the module looks at how to optimise your web site – how to get it seen and get potential clients to visit the site.  With potential clients looking at your site, you will then need to make sure of the delivery of the goods and services and how to continue to keep a flow of business.  Such matters are covered in lessons 6 and 7, with lesson 8 completing the module by examining the different problems that need to be considered and may be encountered by E-commerce firms.

Leisure Marketing (Leisure Management I) BRE103
The Leisure Marketing module has 10 lessons which focus on an introduction to marketing in leisure.  For a leisure enterprise to be successful the operators will need to have in place a marketing strategy, and those marketing the business will need to be conversant with a variety of areas covered by the lessons in this module - media promotions, promotional materials, dealing with complaints, membership levels, fundraising, sponsorship, event management, promotional activities, marketing recreational services.

Marketing Foundations VBS109
Marketing Foundations is a 10 lesson module which seeks to provide the student with a broad range of knowledge in marketing.  The module looks at the what marketing is and how it works, with lessons explaining the different types of market, the importance of understanding a market place, and the marketing mix – the primary elements of product (features of the product or service), place (where the product or service is made available to customers), price (how much customers will pay for the product), and promotion (how customers find out about the product).  Knowledge in these areas will be critical to the success or failure of a venture.  Also understanding how to get to know your customers is important, and two lessons – on Customer Service and Market Research – provide students with the guidance of how to gather, asses and use information in these areas.  The module is completed with a lesson on business organisations, looking at law, financial management, business structures, and the terminology used in business.

Marketing Psychology BPS107
Your customer is critical to the success of your business, as it would not exist without them!  This 8 lesson module looks at identifying and understanding customers.  Learn about the different factors and influences on customers, their behaviours and approaches – understand market segments (geographic, economic, age, sex, and so on), theories of perception and personality, and how you communicate with potential customers and their steps to determining whether or not to buy a product or service.  Learning about the psychological concepts involved with marketing is an important part of understanding the approaches used by companies in marketing their products and services.

Advertising And Promoting BBS202
This 10 lesson module provides an overview of the history of marketing, providing students with knowledge of the different approaches that have been seen in the past, illustrating how attitudes and technology have influenced styles of marketing.  The course then looks at target marketing – identifying different sectors and segments, and developing a marketing mix.  It then looks more specifically at channels of distribution and the strategies involved with the advertising and promoting of products or services. Through this module, students will learn to determine the appropriate strategies for marketing of different products – new products, or those with a poor sales history, and different techniques which may be used to promote products or services.  The last lesson in the module looks at the use of exhibitions, shows, or events – students will be able to determine whether or not these may be suitable for a product, or how these may effectively be used as part of the overall promotions strategy for a product.  The lesson includes the practical elements such as how an event may be organised, and what can go wrong.

Internet Marketing BIT204
With this 8 lesson module, students will study internet marketing online and lesson content includes social media marketing, search engines, online advertising, selling techniques.  Students will learn about changes to SEO (Search Engine Optimisation), whilst exploring marketing psychology, blogs, and how to engage customers.  In the global marketplace presented by the internet, todays marketers need to know how to tailor advertising to each of their markets and this module includes a project on developing an internet marketing plan which will give students the opportunity to apply themselves through research and the compiling of a plan to present to their tutor.

Agricultural Marketing BAG304
The manager of a rural business faces continually changing conditions rarely experienced in other industries.  They have to continually consider, evaluate, assess the numerous changes and types of information that may affect the success of the business. Although crucial to the success of the business, the manager also needs to understand the unique markets within which they operate, and how to capitalise on market forces to maximise their profit.  This 8 lesson module looks at establishing marketing objectives and strategies for a farming business, whilst showing students how to identify markets and understand the components of the marketing mix.  The module includes lessons on customer care, market research, promotions, and managing marketing.

Horticultural Marketing BHT304
There are 7 lessons in the Horticultural Marketing module.  The module looks at the different aspects to marketing and promoting a horticultural enterprise.  Applying the different theories of marketing to horticulture, students will learn about the varied approaches required to make a business visible, viable and profitable.  The module looks at areas such as marketing processes, methods, strategies, and research – covering areas such as assessing target markets, determining customer requirements, packaging strategies, product availability, delivery channels, and customer service.

Marketing Systems BBS303
Marketing Systems is a 10 lesson module which looks at the stages involved with marketing products or services to retail and wholesale markets.  The module looks at the different channels available to market a product and students will learn to evaluate and assess the most effective methods to achieve the required sales.  As well as looking at the different marketing systems and strategies that can be used, areas such as product presentation and packaging are considered, and the areas where products should be marketed – might they be suitable for exporting to other markets?  There are two lessons which consider international marketing, strategies to use in new markets, and potential restrictions which may impact on these.  Lessons on Market Analysis and the Marketing Mix provide the additional concepts to provide students with a good grounding of knowledge in the approaches to marketing products or services.


Students are to choose one elective module from:

Business Studies BBS101
An 8 lesson module on how to establish and manage a business.  Business don’t just happen and a good idea alone does not make a successful business.  Businesses need proper planning, procedures, strategies, and controls.  This module addresses these areas by looking at how a business may be established and managed.  The module includes lessons on the management of staff, communications and how to address and resolve problems.  Financial management and a review of marketing techniques completed the lessons in this module.

Sales Skills VBS108
This 12 lesson module looks at different sales propositions – from selling yourself to selling a product.  Students will look at the different elements involved in the selling process, how to communicate, planning, creating the right environment for a sale and how to conclude it.  As well as the opening a closing of a sale, the course includes lessons on stress management, the law and selling, and concludes with a look at how to produce accurate and convincing reports.

Starting a Small Business VBS101
Through 12 lessons, this module introduces you to the world of running a business.  Students will learn about the first steps to take – what types of business there are, planning, and marketing a business.  As well as learning about forming a business, the module considers all important aspects in lessons including planning, budgeting, and bookkeeping.  The module will provide the essentials basics to forming a business and give those studying the pointers to the correct approach to making a success of their venture.

Project Management BBS201
The Project Management module comprises 9 lessons.  In order to develop a business, or operate within a contractual environment, managers need to possess the skillset that enables them to introduce and manage projects of change.  The module covers key areas which include the identification and planning of projects, and the strategy for the implementation of projects.  The lessons will impart the knowledge for students to develop their leadership and personnel skills, considering the different types of leadership skills as well as looking at how conflicts and problems may be effectively resolved.  The module is concluded with a special assignment where the student will develop a full suite of documentation for a planned project.

Professional Practice For Consultants (BBS301)
is an 8 lesson module.  This looks at the practicalities of setting up of a consultancy practice.  You will need to be aware of market conditions and the legal and resource requirements for setting up a practice.  Being a consultant offers the opportunity to utilise your knowledge and experience in business which you can then use to share with others and develop their businesses, with an appropriate financial return to you.  The module includes lessons which look at the sustainability and maintenance of a consultancy.

The Foundation Diploma In Marketing requires approximately 1000 hours of study. It is made up of ten 100 hour modules.

To pass the course –

1.    Pass all assignments on the ten 100 hour modules. There will be an assignment at the end of each lesson to submit to your tutor for marking and feedback.
2.    Pass ten examinations – one on each module. These are usually taken at the end of the module and can be arranged at a time and location to suit you.

If you are not ready to study for the Foundation Diploma In Marketing, each of the modules can be studied as an individual course.


Do You Understand the Basic Principles of Marketing?

Understanding the basic principles of marketing is useful, particularly if you are not able to employ staff or consultants to help you with your marketing. When you start a new business, you may need to devise your own marketing strategies. The same can apply when your business is struggling. If you do not market your product or service, it is unlikely you will sell it, so it is best to understand the principles of marketing when you plan your marketing drive.

Target Marketing

A target market is a group of individuals within society that we aim our goods and services at.  A target market may be based on age, class, gender, culture, status, financial status, education, or any number of other things.

Target marketing is therefore marketing that aims its message at a particular target group or market. For example, if you are selling a new range of teenage clothes, you would be best advised to market your products at the teenagers themselves, but also their parents (since they may be the ones who pay for the items, and whose ultimate approval you seek).

It follows that if you selling an expensive brand of teenage clothes, you should aim your marketing campaigns at the wealthy parents of teenagers who are willing to spend money on their children, as well as the teenagers of wealthy parents themselves.

It really depends on what you are selling as to who your target market is, but it is very important to know who makes up your market so you can target them appropriately.  If you are selling teenage clothes and you spend all your money advertising in a local paper where the age demographic is for retired people, it is unlikely to do well. That may sound like a silly example, but you really must target your product at the people who will buy it.

Supply and Demand

Supply and demand is an economic model that determines the price of products and services in a particular market.  

Supply is what you are selling.
Demand is who wants to buy your products.

There are four basic principles of supply and demand:

  1. Demand goes up and supply stays the same – then this shortage leads to a higher price for the product.
  2. Demand goes down and the supply stays the same – this surplus leads to a lower price for the product.
  3. Demand stays the same but supply increases – this surplus means the price will be lower.
  4. Demand stays the same but supply decreases – this shortage means a higher price for the product.

In the simplest terms – if there is not a lot of a product available AND people want to buy it, you will get a higher price and be more likely to sell it, than if there is a lot of a product and people want to buy it.

So, if you were selling antique books and you managed to get hold of a priceless first edition, there may be one thousand collectors around the world who want it and who are willing to pay a high price to get it. You will almost certainly get a very good price (so long as you market it well).

If you have a new novel to sell that is available online and in shops all around the world and one thousand people want to buy it, you may not be the one they buy it from. Your potential customers will probably shop around for a good price (though their choice will also be influenced by other factors like postage costs if applicable, whether it is in stock, how soon they can get it and their experience of your customer service).

If you have a product that is in relatively short supply and people want to buy it, you should be able to sell it well.

Obviously you may be selling products that a lot of other people are selling, so you need to make your product appear different and better than theirs (if possible) in order to increase the demand for YOUR product. Other ways to maximise your sales might be through improving your customer service, offering free postage, providing buyer discounts on future purchases, and so forth. Clearly, any financial incentives you offer need to be built into your costing.


Your competition is those businesses which sell the same or similar products or services to you. In the past, this would have been another shop in the same high street. For example, if you sold televisions, your competition might have been other TV shops in the same town or nearby.

Today, things are quite different. You will be in competition with other local shops, shops further afield (as people will now travel to purchase items), and also online retailers. Online retailers in other countries may be able to seriously undercut your prices. For instance, the cost of postage can vary considerably from country to country. Also, the cost of production and manufacture may be significantly cheaper for overseas retailers. This doesn't always mean that you will miss out on market share. Some equivalent types of goods purchased from overseas countries may be cheaper, but they may also be inferior. There are also quarantine restrictions on the types of materials which can be imported to most countries, as well as possible import duties and taxes which must be paid by the consumer.

It is essential that you are aware of all of your competition to ensure your product is competitively priced and attractively marketed.



Learn extensively about the processes and theories of marketing and apply these to studies in different industries - you will gain a broad understanding of marketing and a unique insight as to approaches in different industries.

Suitable for anyone working within the marketing industry and looking to move their career forward, for those looking to develop their own business, or for those looking to move into more specialised marketing roles.



  • A greater span of knowledge will put you ahead of the competition

So why delay?  Act now and enrol today!





Learn more about marketing. Understand more about marketing skills and the use of marketing in your industry.

Work at your own pace and learn more about marketing.

Improve your job prospects in the marketing industry or improve your marketing knowledge.

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Courses can be started anytime from anywhere in the world!

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Meet some of our academics

Sarah RedmanOver 15 years industry experience covering marketing, PR, administration, event management and training, both in private enterprise and government; in Australia and the UK.
Tracey Jones (psychology)B.Sc. (Hons) (Psychology), M.Soc.Sc (social work), DipSW (social work), PGCE (Education), PGD (Learning Disability Studies) Tracey began studying psychology in 1990. She has a wide range of experience within the psychology and social work field, particularly working with people with learning disabilities. She is also qualified as a teacher and now teaches psychology and social work related subjects. She has been a book reviewer for the British Journal of Social Work and has also written many textbooks, blogs, articles and ebooks on psychology, writing, sociology, child development and more. She has had also several short stories published.
Kate Gibson B.Soc.Sc.15+ years experience in HR, marketing, education & project management. Kate has traveled and worked in a variety of locations including London, New Zealand and Australia.

Check out our eBooks

Marketing PsychologyThe Marketing Psychology ebook will provide you with an understanding of the psychology behind the consumer decision making process. With 52 pages of insight into marketing psychology and consumer behaviour, this ebook help you understand consumers much more effectively. Marketing psychology is about understanding people’s purchasing behaviour and applying that understanding to the advertising, marketing and ultimately the selling of products or services.
Modern MarketingThis book explores new approaches to marketing, how to adapt to a continually changing world both through online marketing, and more. Some aspects of marketing never change; but many of the well established approaches used in the past simply do not work any more. This book lays a foundation for thinking about marketing in a different way
Professional WritingProfessional writing is any writing that you are being paid for. It can include fiction writing, a best-selling book, articles in a magazine, articles in a newspaper, blogs for companies, technical manuals or procedure manuals, copy for catalogues, newsletters, text books and other academic material and so on.
ManagementManagement is the process of planning, organising, leading, and controlling an organisation’s human and other resources to achieve business goals. More importantly though, effective management needs to be a process of human interaction and compassion. Most bad managers don’t know they are bad. They may well admit that they are a bit erratic, or they are sometimes late to appointments, but it is rare that they will recognise that they are ineffective as managers. Never here. This book has something to offer even the best of managers.