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ZPG9006 - Establishing and cultivating customer markets

15 credits NQF9


When you see a highly successful product you may wonder whether the product is innovative, different from its competitors or better than those on the market. Perhaps its success is in the exceptional marketing programme they use. Successful marketing is about creating and sustaining a competitive advantage. Leading brands acquire unique consumer insights or their success is in the branding or pricing or merchandising or its great advertising. Innovative, disruptive marketing strategies are essential for market leadership.

In this unit you will gain knowledge of marketing theory and skills to design innovative marketing strategies to outsmart the competition.


The learning goals associated with this unit are to:

  • Evaluate the impact and role of marketing on company performance
  • Understand buying behaviour and develop market insights
  • Segment the market using consumer insights and trends
  • Develop appropriate marketing strategies for selected segments
  • Positioning and differentiating your market offerings
  • Devise customer relationship strategies for each segment
  • Manage your brands through their respective life cycles.


Continuous assessment throughout the five weeks: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 150 hours per unit typically comprising a mixture of scheduled learning activities, online learnings and interactions and independent study. Independent study may include associated readings, use it now (in your job) applications, reflections, assessment and preparation for scheduled activities. The unit requires three Saturday sessions of scheduled contact. Scheduled activities may include a combination of teacher directed learning, guest speakers, case studies, peer directed learning and online engagement.