Find your new direction

  • 1300 76 2221
  • Australian owned and operated since 2008

Certificate of Marketing Management

$699.00$999.00

Course Outline and Topics

Course Overview

The marketing profession offers exciting career opportunities, from research and data analysis to consumer behaviour and public relations, there’s no shortage of diversity. The Certificate Marketing Management combines the essential role of marketing with management to take your marketing career to the next level.

In this online marketing course you will use your developed marketing skills and broad knowledge base in a variety of marketing contexts. You will learn how to plan and coordinate a range of marketing and promotional activities. You will also develop your marketing research and analytical skills in order to plan marketing activities to achieve marketing objectives. This online course will also broaden your skill-set in analysing the internal and external business environment to explore new marketing opportunities and markets.

On completion of this course, you will feel confident to use your marketing skills and knowledge to use innovative approaches to develop and manage marketing strategies for an organisation. As a result, you will feel prepared to pursue new career opportunities, such as becoming a marketing manager.

Course Structure

Unit 1 - Implement and monitor marketing activities

  • Implement marketing strategies
  • Implementation roles and responsibilities
  • Communication with stakeholders
  • Strategies and plans
  • Communication plan
  • Legislation
  • Marketing strategies
  • Identify resources
  • Prioritise strategies
  • Team building strategies
  • Achievable objectives
  • Marketing mix
  • Analysing marketing performance
  • Testing responses
  • Tracking customer responses
  • Monitoring marketing strategies and tactics
  • Marketing plan
  • Promotional activity
  • Communication objectives
  • What to monitor
  • Quantitive and qualitative data
  • Monitoring the communication
  • Measurement of message
  • Product pricing and distribution
  • Pricing of promotion
  • Distribution element
  • Marketing results against targets
  • Revenue/costs against budget
  • Marketing reports
  • Social media tracking
  • Improve marketing performance
  • Opportunities for improvement
  • Goals and objectives
  • Marketing and sales methodologies
  • Changing business activities
  • Customer needs
  • The electronic environment
  • Evaluation reporting
  • Documentation and improvements

Unit 2 - Identify and evaluate marketing opportunities

  • Marketing opportunities
  • Business needs
  • Business-to-business marketing
  • Potential new markets
  • Innovative approaches
  • Potential marketing opportunities
  • Knock-out factors
  • Ethical principles
  • Rank marketing opportunities
  • Financial viability
  • External factors
  • Return on investment
  • Changes to current operations
  • Resource requirements
  • Re-tooling
  • New marketing opportunities

Unit 3 - Develop a marketing strategy

  • Internal business environmental analysis
  • Review existing marketing strategies
  • Current direction and objectives
  • Improving business performance
  • Launching or relaunching a product
  • Improving market share
  • Increasing awareness of a product
  • Stages of the marketing cycle
  • Supply chain management and logistics
  • Sales data and sales reports
  • Underperforming products and services
  • Product portfolio analysis
  • Buying pattern analysis
  • Analysing the market
  • Factor and cluster analysis
  • Current and future marketing direction
  • Micro-environmental factors
  • Customers, suppliers and competitors
  • Marketing intermediaries
  • Customer analysis
  • Developing networking capabilities
  • Analysing the external environment
  • Research current market trends
  • Macro-environmental factors
  • Demographic trends
  • Labour force market
  • Government activities and industrial trends
  • Economic trends
  • Social and cultural factors
  • Changes in technology
  • Market growth and decline
  • Forecasting trends
  • Identifying new markets
  • Risk management
  • Competitor analysis
  • Legislative requirements
  • Principles of ethical marketing
  • Marketing strategies
  • Financial viability and ROI
  • SWOT analysis
  • PEST analysis
  • The five forces analysis
  • Value chain analysis
  • SMART goals
  • Ansoff’s matrix
  • Stakeholder analysis
  • Market segmentation
  • Key strategies (product, price, place, promotion)
  • Budget (financial data and projections)
  • Test responses and tracking
  • Effective communication

Unit 4 - 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
  • Legislations
  • 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

Unit 6 - Project management

  • Project management
  • Project management processes
  • Developing a brief
  • Project scope
  • Project management plans
  • Work Breakdown Structure (WBS)
  • Planning tools
  • Applying leads and lags
  • Time management
  • Activity duration estimate
  • Parametric estimating
  • Project budgets
  • Cost control
  • Project sign-off
  • Monitoring the project
  • Milestone attainment
  • Managing changes
  • Completing and distributing reports
  • Cost management
  • Cost estimating
  • Estimating tools and techniques
  • Project windup
  • Project sign-off
  • Finalise finances

Assessment

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

Payment Information

Certificate Course

,

Benefits

  • Recognised by employers as professional development;
  • Improve your employment opportunities;
  • Study online, anywhere via our elearning system;
  • Access to high-quality courses written by industry experts;
  • 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 issued for your CV (hard copy provided); and
  • Course may be tax deductible; see your tax advisor.
PAY UPFRONT & SAVE
ENROL TODAY
  • Best value option
  • Includes unlimited access
  •  

$699.00

PAY AS YOU GO
PAYMENT PLAN
  • $180 deposit
  • $35/week
  • No credit checks required

$999.00