OR

Advertising and Promotions BBS202 Course Online

Course Outline:

There are 10 Lessons in this course:

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 Focussed 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.

Enrol Now

  • Experienced Tutor support
  • Certificate sent to you
  • Online study (Printed notes available)
  • Self paced - no set timetable
  • 12 months to complete course

From: $35.00 / week for 19 weeks

Clear

Send me a free info pack

    Course Outline:

    There are 10 Lessons in this course:

    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 Focussed 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.

    Send me free info pack

      Enrol Now

      • Experienced Tutor support
      • Certificate sent to you
      • Online study (Printed notes available)
      • Self paced - no set timetable
      • 12 months to complete course

      From: $35.00 / week for 19 weeks

      Clear

      OR

      CourseStream Accreditation.
      Accredited courses.