The Certificate in Marketing course looks at the basics of marketing and selling. Marketing goes beyond just selling. It requires an open and trustful relationship, even in the short period of time when a sale happens between the sales person and client.
Marketing involves promoting, selling, delivering and providing an after sales service.
Where this Course Might Lead
- Marketing Manager
- Sales Representative
- Advertising agent, marketing consultant, customer service advisor, distribution manager, etc
The First Step in Marketing is to Find Customers
The way in which you find customers is currently changing; and is likely to keep changing.
In the early 1990's the internet brought about massive changes by connecting people around the world. The market for products and services is, therefore, potentially now a global one, depending upon the product or service you are promoting. The ways in which potential customers are reached and existing ones retained continue to develop, particularly with the use of social media. Many big businesses, such as Ford, currently use their facebook page to advertise their products.
The only thing that is constant about finding customers is that you need to be visible to people who are potential buyers. The ways in which you are able to be visible are going to keep changing as technology develops, media evolves and trends develop.
The course consists of six 100 hour modules and covers topics such as -
- Analysing the market
- E-commerce theories and practice
- Promotions
- Advertising
- Product development and much more....
COURSE STRUCTURE AND CONTENT
The certificate requires successful completion of 4 core modules and 2 modules selected from the list of 5 elective modules:-
Core Modules (compulsory)
Elective Modules (select 2 from this list)
Event Management BRE209
Note that each module in the Certificate In Marketing is a short course in its own right, and may be studied separately.
1. Advertising and Promoting
This module comprises 10 lessons:-
- Analysing the Market
- Target Marketing
- Display and Display Techniques
- Advertising and Promotions Strategy
- New Product Development
- Sales Techniques - General
- Writing Advertisements
- Electronic Marketing -Telephone & Email
- Direct Mailing
- 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.
2. E-commerce
Develop an ability to manage commercial transactions electronically, particularly via the internet. While the course is concerned with marketing, management and processing; the primary concern is marketing. E commerce is short for “electronic commerce”. It is anything concerned with doing business electronically. Ecommerce includes commerce conducted over the internet, but also other forms of electronic commerce such as telephone banking, using a fax, or generating and managing accounting systems on a computer (without use of the internet). This course focuses on the internet; but covers other aspects of e commerce as well.
This course is excellent for managers and marketing people who are good with general marketing but are not very sure about marketing on the web.
There are 8 lessons in this module as follows:
- Introduction: What is e-commerce, scope of e commerce. E commerce problems & advantages, security, using the internet, contract law, How different electronic payment systems work (eg. credit card, bank transfer etc).
- Success & Failure: What makes a web site commercially successful? Relaxing with technology, what can go wrong, site visibility, interactivity of a site, etc.
- Promotional Strategies: Internet differences; Internet code of conduct, marketing management, target marketing, categories of url’s (search engines, ffa’s, directories etc).
- Optimizing Web Site Potential: Monitoring visitors, Ground rules keep changing, Meta tags, Evaluation services, Submission services, etc.
- Increasing Web Site Exposure: Developing a marketing plan, Promoting a site, Forms of advertising, Types of Marketing (Affiliate marketing; Free Content Marketing; Drive in Marketing, Buzz Marketing and User Group Marketing).
- Automating Supply of Goods, Services and Cash flow: Ways to process payment; Ways to supply goods or services.
- Managing Constant Change: Ways to keep information up to date, Resource Planning, Information Currency vs Cash Currency, etc.
- Dealing with E Commerce Problems: Learning from mistakes (others & yours).
3. Management
Make sure you adopt and develop a tried and tested management style. This course outlines management theories and procedures, problem solving and decision making tactics, staff management, and more. Developed by professionals with a substantial amount of industry experience, it is the perfect foundation for a successful career.
There are 6 lessons which are as follows:
- Introduction & Organizational Structures.
- Management Theories & Procedures.
- Problem Solving & Decision Making.
- Management Styles & External Influences.
- Employing People & Interview Skills.
- Staff Management
4. Sales Skills
There are 12 lessons in this course; as outlined below:
- Presentation and selling: Personality. "Never judge a book by its cover." A wise old saying! but people who buy do make judgements especially about sales people. Dress and grooming are top priority in selling. As well you must learn how to develop a selling personality.
- Communication and Conversational selling: Learn the art of written and verbal communication in easy to understand terms.
- Marketing (Buyer analysis and motivation): Presentation of products to consumers and motivating them to buy.
- Management (Hierarchy): Dealing with upper management; learn how to get your point across. How to be assertive and positive when dealing with your superiors.
- Helping the Product Sell Itself
- Know your product and pre planning: Through observation, reading and listening get to know your products (pre planning is essential in today's complex society).
- Selling made as simple as A B C: The procedure of selling.
- "The Opening" (getting the attention of the buyer): Creating the right atmosphere for a sale to take place.
- "Closing a Sale" (overcoming objections): Buyers will tend to look elsewhere unless a salesman can close a sale in an appropriate amount of time. Learn the secrets.
- Stress Management: Learn the art of relaxation through stress management techniques.
- The Law and Selling
- Report Assessment Writing: Salespeople need to have the ability and skill to write a condensed and accurate report on which management will comprehend and act upon.
There is an assignment at the end of each lesson. For example, there are 10 lessons in the Advertising and Promoting module, so there are 10 assignments.
You submit your assignments to your tutor for marking. You can also contact your tutor with any questions throughout the course.
There is also an exam at the end of each module, which can be taken at a time and location to suit you. You can find more on how they work here.
DO YOU NEED TO STUDY MARKETING?
Some people seem to have a natural ability that would enable them to "sell ice to Eskimos".
This is a great starting point for any career in business, marketing or sales; but in today's world, marketing is far more sophisticated, and a natural ability to sell is only one of many things you need to know, understand and be able to do.
Any successful marketing needs to consider and master many things, including the following:
- Do you know how to raise visibility – do potential customers know that you exist?
- Can you reaching the right demographic, or are you often reaching the wrong demographic?
- Are you able to get noticed more than your competition?
- Are you able to get sufficient enquiries?
- Are you able to convert an appropriate % of enquiries to sales?
- Are you capable of making high value sales or low value sales?
- Do you know lots of different ways of capturing contact details of enquiries and customers?
- Are you naturally proactive about using contact details you capture?
- Do you know how to build return business and add on sales?
- Can you differentiate between ineffective and appropriate front line sales people? (Often businesses fail because they don’t use sales people who know how to close the sale).
- Do you understand the dangers of sales people misleading customers? (Getting sales based upon misleading information can result in a higher level of complaints).
- Can you determine the most appropriate type of marketing to use according to the situation?
- Do you know how to use different media to communicate and sell, including the internet and social media? There are many different ways to promote products and services available.
- Do you know how to conduct valid research into your competitors and analyze what they are doing.
If you already work in business and struggle with any of these; this course can help.
If you want to work in marketing, are you capable of doing the things raised in the list above?
If you have any weaknesses; don't let your competitors exploit them - enrol and upskill for the future.
Enrol today and learn how to be an excellent marketing person.
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