ADVERTISING & PROMOTING BBS202

COURSE OUTLINE

There are ten lessons in this course, each requiring about 10-12 hours work by the student. This course is designed as a program to, first, help you understand the marketing world, then, to assist you in making decisions and developing skills in marketing. Emphasis is placed on profitability and efficiency!

The content the ten lessons is as outlined below:

1. Analysing the Market
2. Target Marketing
3. Display and Display Techniques
4. Advertising and Promotions Strategy
5. New Product Development
6. Sales Techniques - General
7. Writing Advertisement
8. Electronic Marketing -Telephone & Email
9. Direct Mailing
10. Exhibitions & Shows

COURSE AIMS

• Analyse a market and understand what prompts people to choose one product or service over another.
• Determine the promotional effort on an identified target market.
• Explain how to organise and/or conduct displays.
• Plan an advertising program.
• Review a promotions campaign.
• Explain how to choose and develop marketing of new products and services.
• Explain how to organise and/or conduct promotions.
• Develop a sales approach for a product or service which has a difficult sales history.
• Plan a sales staff training program
• Develop different advertisements and different promotional leaflets or brochures
• Describe promotional and advertising techniques using electronic media, in particular the phone and the internet.
• Determine an appropriate direct mailing campaign.
• Design a show/exhibition stand
• Explain how to organise or conduct shows

Duration:   100 hours

EXAMPLES OF THE TYPE OF ASSIGNMENTS/TASKS YOU MIGHT BE ASKED TO UNDERTAKE

• Go shopping (your routine weekly shopping if you like). Take notice of how different sales staff communicate with you. Note the techniques they use (verbal & non verbal), and how effective they are. Note the type of impression they seem to be creating. When you come home, write down notes on your observations.
• Look through newspapers or magazines at advertisements or articles which discuss products
  offered for sale and find what you consider to be good examples of each of the following types of
  communication:
  
  1. Verbal communication
  2. Non verbal communication
     
  3. Combination of verbal & non verbal communication together
  Explain why you think these are good examples?
• Select a product or service which you would like to improve the marketing of. This might be something you are dealing with in your own business or a business you work for; or it might be something you think has potential -an idea you would like to develop into a business OR something another business is dealing with, but not handling as well as what you think they should be.
  Develop an advertising campaign for this product or service.
  
• You will need to select a method for determining an advertising budget, and then set that budget.
• You will then need to find out the costs of advertising in different places.
• You will then need to write advertisements for these various places. The campaign should be well targeted.

Learn how to write and use effective advertising copy, and to plan and manage an appropriate promotional campaign for any product or service, in any industry.