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

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Accredited courses.