Marketing and Promotional Tools for Public Sector

Module Description

This module focuses on various marketing and promotional tools and techniques. You will be introduced to techniques related to segmenting markets, and better understand the differing needs, interests, incomes and access levels of each group, whilst also learning how to set the most effective service priorities with the available resources.  

You will also learn how to position public offerings so that the target markets can discover them and recognise their benefits.  

The module covers all four core “tactical” marketing activities: how to define product, price (if necessary), place and promotion.  

Finally, you will explore communications and promotional strategies for reaching target markets and strategic partnerships. 

Entry Requirements

Candidates who apply for this course must possess the following: 

• a qualification at MQF Level 4 (one A-level or equivalent in any subject); 

 AND 

• a pass in English Language and Mathematics at MQF Level 3 (O-level or equivalent).  

Peference will be given to prospective applicants having a year of work experience related to the study programme.     

Target Audience

This course is targeted at: 

• professionals within the public sector aspiring for professional and academic advancement in public management and governance;  
• mid-career break professionals looking for opportunities to return to or change their career; 
• other individuals who would find this programme suitable for their academic and professional path. 

Career Paths

The possible positions for which this programme aims to prepare you for include:   

• executive secretary  
• supervisor  
• manager 

How you’ll be assessed

This is a part-time programme and will typically take 15 months to complete. The programme comprises a total of 10 modules. The method of assessment is assignment-based.  

The course comprises:  

• 6 lectures per module; 
• 3-hour lectures (evening); 
• 12 hours of online content per module, comprising asynchronous online discussions, tutorials and/or videos.