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Certificate of Marketing Communications


Course Outline and Topics

Course Overview

In the business landscape, marketing communications is one of the most creative positions. So, if you have a creative streak, are interested in engaging audiences and thrive on variety, this could be a very fulfilling career for you.

The Certificate of Marketing Communication is an online professional development program that will provide you with the knowledge and skills to develop and design an integrated marketing strategy. In this marketing communication course, you will develop key marketing messages and creative briefs and discover a range of marketing communication tools, tactics and media.

You will also learn how to prepare electronic advertisements for use in Internet and email marketing communications and to evaluate their effectiveness in achieving marketing objectives in accordance with marketing plans. At the end of this course, you will have gained the knowledge and skills required to work effectively within a high performing marketing communications team.

Course Structure

Unit 1 - 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 2 - Apply marketing communication across a convergent industry

  • Convergent environment
  • Traditional siloed sectors
  • Marketing channels
  • Sales literature
  • Potential points of integration
  • Social media platforms
  • Trending content
  • Trending consumer behaviour
  • Zipping and zapping
  • Customer roles
  • Customer-centric approach
  • Customer service
  • Integrated Marketing Communication (IMC)
  • SEO’s and PPC
  • Legislation
  • Regulations and policies
  • Codes of practice
  • Ethical principles
  • Misleading advertisements
  • Cross-sector marketing tools
  • Convergent tools and techniques
  • Digital marketing
  • Social media platforms
  • Mobile advertising
  • Banner advertising
  • Multivariate testing
  • Web analytics
  • Internet advertising
  • Policies and procedures
  • Tracking performance
  • Marketing communication solutions
  • Review cost effectiveness
  • Multi-channel marketing
  • Digital marketing activities
  • Marketing media security
  • Using social media for promotions
  • Return On Investment (ROI)
  • Evaluate marketing activities
  • Brand damage
  • Establish media channels
  • Empower new customers
  • Social media calendars
  • Responding to customers
  • Critical online comments
  • Maintain business networks
  • Professional development activities

Unit 3 - Design and develop an integrated marketing communication plan

  • Purpose and objectives
  • Marketing communications
  • Promoting image
  • Stimulating demand
  • Improving market share
  • Product testing/launches
  • SWOT analysis
  • Buyer consumer behaviour
  • Business policies and practices
  • Company promotional ethos
  • Client and product information
  • Previous marketing outcomes
  • Confirm budget allocation
  • Pay-Per-Click advertising (PPC)
  • Client profile
  • Purpose statement and objectives
  • Market segmentation
  • Customer analysis
  • Key strategies
  • Financial projections
  • Timeframes
  • Goals and objectives
  • SMART goals
  • Product characteristics and benefits
  • Customer Involvement Theory (CIT)
  • Comparative analysis
  • Target audience
  • Codes of practice
  • Ethical principles
  • Legislation
  • Direct marketing
  • Events and sponsorships
  • Public relations
  • Media vehicles
  • Motion effects
  • Multi-media combinations
  • Media for marketing strategy
  • Select media vehicles
  • Cost per response
  • Creative brief
  • Brief content / template
  • Designing advertisement
  • CSS technique
  • Search Engine Optimisation (SEO)
  • Consumer language
  • Pitch or appeal
  • Trend analysis
  • Secondary resources
  • Target audience
  • Creative work budget
  • Success criteria
  • Time and cost estimates
  • Deadlines / timelines


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


10 Real World Careers For Creative People

7 Essential Skills You Need To Work In Marketing

Payment Information

Certificate Course



  • 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;
  • Unlimited enrolment with no expiry;
  • Certificate of Attainment/Completion issued for your CV (hard copy provided); and
  • Course may be tax deductible; see your tax advisor.

Career Pathways

Future growth




  • Marketing and Communications Coordinator
  • Marketing and Communications Specialist
  • Marketing and Communications Officer
  • Public Relations Coordinator
  • Best value option
  • Includes unlimited access


  • $150 deposit
  • $30/week
  • No credit checks required


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