Certificate of Advertising and Promotions

• Analysing the Market
  • Scope and nature of Promotions and Marketing,
  • Role of Marketing, Approaches to Marketing (The Production Approach: 1820sto 1910s, The Sales Approach: 1920s to 1960s, The Marketing Approach: Stage One – 1960s to 1980s, The Marketing Approach: Stage Two – 1980s to Present),
  • Goals of Marketing,
  • What makes people buy (Attitude, Defining attitudes, How attitudes form, Changing attitudes)
  • Practical Applications (Strengthen an existing attitude, Develop a change in attitude, Increase involvement, Focus on changing several different attitudes toward a product, Message Evaluation & Selection, Message execution, What words sell, Deciding to Buy, Rational Decisions, Heuristic Procedures),
  • Decision Making Process (Recognising a Problem, Seeking Information, Evaluating Alternatives, Purchase Processes),
  • Understanding Communication (Types, Methods, Channels, etc),
  • Managing the Marketing Process (Organising, Analysing, Select Targets, Develop the Mix, Managing the marketing Effort),
  • Market Research (Types of research, Gathering data), Managing the Marketing Plan
• Target Marketing
  • The Process of Identifying a Target Market,
  • Micro marketing,
  • Developing a Marketing Plan,
  • Organising a Planning Process,
  • Reviewing (Mission statement, Goals & Objectives),
  • Establishing Market Objectives,
  • Increasing Market Share,
  • Expanding Product Mix,
  • Broadening Geographic Range,
  • Expansion through Export,
  • Maximising Customer Service,
  • Develop Objective- Focused Strategies,
  • Increasing Market Share,
  • Analysing Opportunities,
  • External Influences (General economy, Government, Overseas, Demographics, Technology, Changing customer values, Competitor activity, Alternative marketing methods);
  • Internal Influences (Resources, Market Share, Product characteristics, Advertising, Price, Financial capacity, Innovative potential);
  • Selecting Target Markets –Market Segmentation, Mass Marketing, Concentrated or Niche Markets, Differentiated Markets;
  • Physical Basis for Segmentation, Behavioural basis for Segmentation, Developing a Marketing Mix (Product, Price, Promotion, Distribution),
  • Brand Names, Symbols, Logos, Packaging, Positioning and Image, Providing warranties;
  • Price (Pricing Objectives, Pricing Methods, Cost-Price margin, Competition based Pricing, List and Discount Pricing)
• Display and Display Techniques
  • Channels of Distribution,
  • Market Coverage (Intensive, Selective, Exclusive Distribution),
  • Warehousing,
  • Physical
  • Distribution and Coverage,
  • Inventory Control,
  • Determining Emphasis within Marketing Mix,
  • Product Life Cycle,
  • Product Strategy,
  • Shop Layout, Fixtures and Fittings, Space Available, Displaying Products for Sale,
  • What Sells Best,
  • Spacing, Quantity Displayed,
  • Merchandising Suggestions, Stock Control,
  • Merchandising Program,
  • Signs, Signposting.
• Advertising and Promotions Strategy
  • Promotional Element,
  • Publicity,
  • Public Relations,
  • Forms of Advertising,
  • Sales Promotion,
  • Personal Selling Method,
  • Promotion Principles,
  • Scope of PR,
  • Steps in Designing a PR Strategy (Set Advertising Objectives, Decide Advertising Budget, Decide Advertising Message, Decide Media to Use, Evaluate Advertising Effectiveness).
• New Product Development
  • Product Line Decisions,
  • New Products,
  • Tracking Trends,
  • Knowing Your Customers,
  • Packaging,
  • Cost-Benefit Analysis,
  • Financial Forecasting,
  • Project Revenues and Costs,
  • Expenditure Breakdown,
  • Revenue Breakdown.
• Sales Techniques
  • Promotion and Sales,
  • Steps in the Sales Order,
  • Understanding Persuasion,
  • Materials of Persuasion (Know the Audience, Subject and Yourself, Influencing Opponents, Influencing Neutrals, Handling Criticism, Logical Persuasion);
  • Questioning,
  • Sales Staff Training, Theory of Helping, Strategies (Traditional Approach, Task Approach), Common Strategies for Staff Training and Teaching
• Writing Advertisement
  • Purpose of Advertising,
  • Writing an Effective Advertisement,
  • Structure of an Ad,
  • Importance of Colour and Size,
  • Advertisement Creation (Develop Product Awareness, Provide Information, Develop a Desire, Develop Conviction, Differentiate Brand, Make a Decision),
  • The Advertising Message, Message Generation, Combining Rewards and Experiences to design a message, Delivering the Message,
  • Advertisement Creation Checklist,
  • Verification and Proofing
• Electronic Marketing -Telephone & Email
  • Telephone Manner,
  • Managing an Unmanned Phone,
  • Internet Promotions ( Larger audience, Lower Conversion Factor, Different Etiquette, Different Cost Structures, etc),
  • Netiquitte,
  • Ways of Using Web, Web sites,
  • Site Construction, Site Use,
  • Emails
• Direct Mailing
  • Types of Direct Mailing (The Direct, The Informative. The Reminder, The Utility);
  • Advantages,
  • Disadvantages,
  • Appropriateness
• Exhibitions & Shows
  • Types of Exhibitions,
  • Judging it’s Value,
  • What can go Wrong,
  • Catering for People Overload,
  • Measuring Success,
  • Organising an Event,
  • Planning a Display

When you study with Australian Online Courses, you will be assessed using a competency-based training method.

Competency-based training focuses on the achievement of skills and knowledge against set criteria to meet industry-standard and is not benchmarked against other students’ work.

In this course, the assessment will be comprised of written assignments and exercises, which may include short answer questions, reports, essays, research projects and reflective tasks.

If you do not achieve a competency result on your first attempt, you have two more attempts to pass your assessment. So, you have three attempts in total to obtain a competency result.

In this way, you can complete your course in your own time and at your own pace with the assistance of unlimited tutor support.

• Professional development that is widely recognised and respected;
• Improve your employment opportunities;
• Study online, anywhere via our elearning system;
• High-quality professional development programs written by industry experts;
• No entry requirements;
• All course materials provided online – no textbooks to buy;
• Unlimited tutor support;
• Easy to understand course content;
• We offer twelve (12) months’ access, with extensions available upon application (fees apply);
• Certificate of Attainment/Completion issued for your CV (hard copy provided); and
• Course may be tax deductible; see your tax advisor.

The approximate study hours for this course is 100 hours. We offer twelve (12) months’ access, with extensions available upon application (fees apply).

While printed materials are not available for purchase, PDF copies are available for download and self-printing for this program.

You can start within 60 minutes during business hours when you enrol and pay in full with a credit card!

Credit card: Within 60 mins during business hours.

BPAY: Within 1-2 working days.

Internet Banking: Within 1-2 working days.

Cheque/Money Order: Upon receipt of mailed cheque.

Yes! You will receive a Certificate of Attainment upon successful completion of your assessment.

No. All courses are delivered online via our e-learning system and there are no work placement requirements in this course.

Unlimited tutor support is available throughout your studies via email during business hours Monday to Friday. Our Administrative team are available Monday to Friday via email, live chat and telephone.

Yes! We accept enrolments from individuals both within Australia and internationally; location is no barrier to entry into our programs.