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Certificate of Advertising and Marketing

$899.00$1,299.00

Course Outline and Topics

Course Overview

Are you interested in a career where creativity and business combine? Whether you want to expand your knowledge in a current role, enhance your CV or pursue a new career in the exciting advertising and marketing sector, this program is for you.

The Certificate of Advertising and Marketing will give you the skills and knowledge required to effectively create, develop, implement and evaluate advertising and marketing activities. You will discover how to: create a marketing plan; conduct market research and analysis; analyse consumer behaviour; plan media schedules; understand e-marketing strategies; write content and copy; engage in social media planning; schedule and review promotional activities and more.

On completion of this course you will feel confident to plan promotional activities, coordinate promotions and review and evaluate their effectiveness. The practical skills you will learn throughout this course can ultimately help you to enter the exciting field of advertising and marketing.

Course Structure

Unit 1 - Profile the market

  • Marketing plans
  • Market analysis
  • Segment the market
  • The value of segmentation
  • Factor and cluster analysis
  • Samples
  • Niche markets
  • Psychographic segmentation
  • Lifestyle segmentation
  • Data collection
  • Quantitative analysis
  • Time series analysis
  • Profile target audience
  • Profiling reports
  • Positioning strategy
  • Product life cycles
  • Demand
  • Past market performance
  • Sales and profit data
  • Pricing strategies
  • Promotion
  • World wide web positioning
  • Press releases

Unit 2 - Conduct market research

  • Conduct desk research
  • Gather market information
  • Source quality material
  • Develop research methodology
  • Target market
  • Factor and cluster analysis
  • Data collection
  • Quantitative analysis
  • Recruit respondents
  • Segments
  • Survey tools
  • Confidentiality
  • Assessment and analysis
  • Research reports

Unit 3 - Design direct response offers

  • Design offer components
  • Products or services
  • Sales presentations
  • Direct sale
  • Recording interest
  • Direct response offers
  • Order placement methods
  • Customer feedback
  • Quantitative analysis
  • Statistical analysis
  • Descriptive analysis
  • Critical and objective analysis
  • Brochures or catalogues
  • Guarantees
  • One-step sales
  • Multi-step sales
  • Third party sales
  • Pricing structure
  • Costs
  • Government policy
  • Impact of purchase volumes
  • Payment options
  • Customer service levels
  • Delivery options

Unit 4 - Analyse consumer behaviour for specific markets

  • Identifying markets
  • Segmenting the markets
  • Current marketing position
  • Research activity
  • Analysing outcomes
  • Differentiated marketing
  • Product life cycles
  • Consumer interest
  • Buyer behaviour
  • Cultural factors
  • Social and personal factors
  • Supplier organisational review
  • Meeting consumer demands
  • Create focus of appeal
  • Budgets
  • Compliance standards

Unit 5 - Schedule advertisements

  • Advertising and media requirements
  • Availability of advertisement
  • Goals and target audience
  • Media plan
  • Media vehicle/s
  • Media categories
  • Public release timing
  • Media schedule
  • Media costs
  • Schedule and reporting
  • Timing options
  • Advertising time/space
  • Promotions
  • Press releases
  • Product reviews
  • Lodge advertisement

Unit 6 - Conduct e-marketing communications

  • Electronic advertisements
  • E-marketing strategy
  • Search Engines
  • Blogs
  • Target audience
  • Multi-channel strategy
  • Search Engine Optimisation (SEO)
  • Ranking Vs Response
  • Writing content and copy
  • HTML design
  • SMS marketing messages
  • Social media
  • Advertisement elements
  • Classified advertising
  • Marketing strategy requirements
  • Legal and ethical requirements
  • E-Marketing tools
  • Website design
  • Design styles
  • Website content and site map,
  • Navigation buttons and frames
  • Three click rule
  • Content management systems
  • Data recording
  • Media vehicles and website hotlinks
  • Site design and construction
  • Budget
  • Legal and ethical issues
  • Copyright ownership
  • Ad exchange networks
  • Google AdWords
  • E-advertising law
  • Tracking and evaluation
  • Social networking
  • Advertisement placement
  • Web Analytics and Metric Analysis
  • Cookies
  • Web tracking software
  • Measuring social engagement

Unit 7 - Undertake marketing activities

  • Research marketing information
  • Concept of marketing
  • Unique selling position (USP)
  • Strategies to establish USP
  • Policies and procedures
  • Marketing plan
  • Marketing activities
  • Current marketing environment
  • Product life cycle
  • Previous marketing activities
  • Market segment
  • Demographic segmentation
  • Positioning
  • Expected outcomes
  • Client follow-ups
  • Plan marketing activities
  • Customer analysis
  • Why are customers buying
  • When are customers buying
  • How are customers buying
  • Where are customers buying
  • Who are customers buying from
  • Work activity plans
  • Timeline and budgets
  • Obtain approval
  • Implement marketing activities
  • Access resources
  • Marketing team plans
  • The mission
  • SMART test
  • SMS changes promotions
  • Online information
  • Assigning responsibilities
  • Marketing performance
  • Review marketing activities
  • Measure and record outcomes
  • Review marketing activities
  • Sales and marketing
  • Structure of reports
  • Questionnaire design

Unit 8 - Promote products and services

  • Plan promotional activities
  • Schedule promotional activities
  • Determine promotional objectives
  • Media categories
  • Timelines and promotion costs
  • Budgets
  • Word-of-mouth advertising
  • Develop action plans
  • Coordinate promotional activities
  • Achievement of promotional goals
  • Roles and responsibilities for delivery
  • Health and safety
  • Code of conduct
  • Enhance positive image of organisation
  • Building relationships
  • Networking to implement promotions
  • Review promotional activities
  • Analyse audience feedback
  • Testing responses
  • Identify future improvements
  • Collect feedback
  • Analyse costs and timelines
  • Cost Per Thousand (CPM)

Assessment

Written assignments and exercises, including short-answer questions, reports/essays and projects. There are no examinations or due dates for assessment.

Benefits

  • Become fully trained and improve your employment opportunities;
  • Recognised by employers as professional development;
  • Study online, anywhere via our elearning system;
  • Access to high-quality courses written by industry experts;
  • Interactive simulations for many programs;
  • All course materials provided online – no textbooks to buy;
  • Unlimited tutor support;
  • Easy to understand course content;
  • Unlimited enrolment with no expiry;
  • Certificate issued for your CV (hard copy provided);
  • Tax deductible in most cases* See your tax advisor.

 

 

Payment Information

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$899.00

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$1,299.00