Thinking about a career in Marketing….?

Marketing is all about building brand loyalty and a lasting business – in fact, today’s most successful companies are focused on consumers. With the IQN diploma in marketing, you will understand how to create and deliver customer-driven strategies. By understanding the business world and what shapes your audience’s attitudes, behaviour and decisions, you will have what it takes to successfully satisfy market needs.

Individuals responsible for marketing and sales management

A university student considering career in the field of marketing management

Someone with a general interest in marketing management

IQN Knowledge Framework for Marketing

IQN Diploma in Marketing has been developed on the basis of key elements of IQN Knowledge Framework for Marketing. Marketing can be thought of as a philosophy for business organisations. It is also a functional area of management located within a departmental structure. The marketing concept means putting the customer first. In practice, this consumer orientation should permeate every part of a business if it is to succeed. IQN Knowledge Framework for Marketing has ten distinct elements or ‘pillars’. The framework outlines the fundamental marketing knowledge that a successful business professional needs to comprehend and apply.

Marketing Process

A strategy is a course of action to achieve a specific objective. Marketers need to the link between an overall corporate strategy and the marketing strategy that is developed within that framework. Marketers will understand the application of strategic planning process, the marketing audit, environmental analysis, and the components of marketing planning, sales forecasting and the marketing budget.

Customer Focus

Successful organisations focus on the customer. Marketers need to realise that the organisation as a whole needs to direct its effort at providing the customer with what is required at the right time, the right price and in the right manner. Customer care emphasises the importance of every aspect of its relationships with its customers. Marketers should aim to close the gap between customers’ expectations and their experience.

Marketing Environment

A marketer must understand its environment if he or she wants to exploit changing market conditions and target its market successfully. The micro environment includes all factors which impact directly in relation to a particular market in which it operates, and also any internal aspects of the organisation. The macro environment is concerned with broad trends and patterns in society as a whole.

Buying Behaviour

IQN emphasizes the approaches to understanding customer behaviour which marketers find necessary and useful. These approaches take account of individual and social psychology and touch on the influences of economic factors. Successful marketers must be able appreciate the differences between ‘Consumer Buying Behaviour’ and ‘Organisational Buying Behaviour’.

Market Segmentation

Market segmentation enables firms to make the best use of the opportunities in the market for products and services. Marketers need to appreciate each segment may need its own marketing. Market segmentation is almost always associated with positioning. Marketers should understand the act of designing the company’s offer and image so that it offers a distinct and valued place in the target customer’s mind.


Product is more than the physical entity. In marketing terms, marketers need to understand the product as a package of attributes which, together, constitute a uniquely relevant set of benefits to the customer. It is benefits which marketers must focus on. In addition, product portfolio planning, new product development and brand management are key responsibilities of a marketer.


Successful marketers appreciate that marketing effort will be futile if the product is not actually in the right place at the right time so that a purchase can be made. Marketers need to appreciate understanding effective and efficient distribution can be a crucial source of competitive advantage. Crafting distribution strategy and selecting distribution are two interrelated responsibilities of a marketer.


Pricing provides the marketers with a tool which should be effectively combined with other components of the marketing mix to craft strategies of great variety. Marketers need to understand how prices are determined, the relationship between types of costs and sales, different pricing strategies, factors influencing pricing policies and ways in which organisations respond to price competition.


Promotion is concerned with communication between the seller and the buyer. Promotion includes advertising, sales promotion activities, publicity or public relations, and the activities of the sales force. Marketers will use a combination of promotion methods and the optimal communications mix will depend on the nature of the product, the market and the customer.

Services Marketing

The nature of quality in services is complex. The marketers need to appreciate what it is and how to measure it. The successful marketing and delivery of services requires attention to areas not really covered by the 4 Ps: who gives the service (people); how the service is given (process); the environment in which the service is given (physical evidence).

Duration and Preparation

Total time to complete the diploma will depend on your background and willingness. Exam can be taken any time of the year. Hence, you can take whatever time you feel appropriate for your preparation.

Our course book is sufficient to ensure exam success as we do not set any MCQ outside the content of the course book. Our practice questions are important to assess your own progress and preparation.

If we have a registered training centre near your location, you will have to study with the centre. If we don’t have a training centre in your location, only then we will share free coursebook with you to study independently.


There is only one exam to qualify for the diploma. There will be total 40 MCQs (Multiple Choice Questions). Each MCQ will carry 2.5 marks and total marks is 100. Duration of the exam is 60 minutes. You will need to get minimum 60% marks to pass the exam. If you fail, you can always resit the exam. There is no restriction on the number of resit you can attempt.

Our exam fee is £129 and payable through Pearson VUE web account. Exam fees become due only when you decide to take the exam. If you fail in your first exam, you can resit by paying only £49.

Free initial registration!

Exam fee

Resit fee, if you need to retake the exam

If we have a training centre near your location, you will have to study with the centre. The centre will provide preparation classes for diploma in marketing exam. Tuition fees set by the training centre are in addition to IQN exam fees payable through Pearson VUE. We do not allow any ‘independent learning’ in locations where we have registered training provider for the Diploma in Marketing.



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