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Principles of Marketing and Customer Service

The Principles of Marketing and Customer Service Award is ideal for individuals in customer-facing roles, and those who wish to have a better understanding of customer service as a whole. Through this Award, you will delve into the importance of customer experience and its relation to a successful business. Moreover, through applied learning, the Award helps you develop a practical skillset in customer service.

Award Learning Outcomes

After successfully completing this Award candidates will be able to:

L1 – identify different customer segments and their needs.
L2 – understand the importance of developing a positive customer experience.
L3 – understand how to determine the needs of a market to meet relative customer expectations.
L4 – understand the importance of effective communication with customers.
L5 – understand the importance of planning daily customer service activities

Award Design

Section 1:

Who Are Your Customers?

Section 2:

Why is the Customer Experience Important?

Section 3:

Meeting Customer Expectations

Section 4:

Communicating With Customers

Section 5:

Organizing Your Day

Learning &Teaching Methods

The taught instructor-led course will be a suitable mix of lectures, tutorials, workshops, case studies, videos and hands on practical exercises. Delegates will be given immediate opportunities to apply what they have learned with real life problems and case studies.

A comprehensive course workbook is at the core of this course and delegates will also be guided through additional material in the instructor-led sessions. Each Award Module has 50 hours (20 hours of tutor-led sessions (face-to-face) and 30 hours of self-directed learning).

Assessment Type & Weighting

Each Award has an assessment of a 1-hour formal examination at Pearson Vue testing centre which will relate directly to the skills learned and developed in that course. Each student is assessed through an online test with a multiple-choice questions (MCQ) based assessment.

Award Certification & Accreditation

The Award certificate will be Awarded by EduQual and credit-rated by the Scottish Credit and Qualifications Framework (SCQF), benchmarked at level 7.


You should be educated up to high school level although delegates with relevant work experience will have the necessary skills to complete this Award. The fundamental requirement of all delegates embarking on the Award is a desire to improve and enhance their skills.

Who Should Attend

Individuals at any level, who have a passion to learn and improve their soft skills, will benefit from this Award. Basic business skills and applied knowledge is a prerequisite for success in today’s challenging business environment. Employers will benefit from enhanced employee capability while current and future employees will gain from their own personal development and greatly enhance their career prospects.

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