Build a network of contacts and experience as you are nurtured by a team of highly qualified and experienced marketing professionals
This Advanced Certificate in Applied Management (Marketing) trains in you those practical skills needed to manage your business or to work in a company at a managerial level. The course will give you the basic knowledge and basic practical experience to boost your confidence in moving to a new position or creating your own company.
Summary of the Course Content
Course contents are as follows:
- CORE STUDIES - four units of compulsory subjects for all students. ie: Office Practices, Management, Business Operations and Marketing Foundations.
- ELECTIVE STUDIES - stream units for the development of knowledge in a chosen specialisation or industry sector. ie. Sales Management, Advertising & Promotions, and Marketing Systems.
- PROJECT - a management in the workplace project of 200 hrs (see below).The project specifically aims to provide the student with the opportunity to apply and integrate skills and knowledge developed through various areas of formal study.
Develops basic office skills covering use of equipment, communication systems (telephone, fax, etc) and office procedures such as filing, security, workplace organisations.
The course consists in eight lessons where these subjects are developed.
- The Modern Office
- Communication Systems
- Interpersonal Communications
- Phone Skills
- Writing Letters and Other Documents
- Computer Applications
- Office Organisation and Procedures
- Health and Safety in the Office
The aim of this course is to provide you with the building blocks for a successful career in business planning and operations. Covering topics such as business law, the money market, taxation, business plan writing and mistakes to avoid, it is a solid foundation, developed by highly qualified and experienced professionals.
Develops knowledge of basic business operations and procedures (eg. types of businesses, financial management, business analysis, staffing, productivity) and the skills to develop a 12 month business plan. There are 6 lessons as follows
- Introduction : Business law, types of businesses, starting a business
- Finance : Liquidity, the money market, terminology, insurance
- Financial Records: Simple Bookkeeping procedures, cash flow
- Financial Management: Taxation, costing, budgeting, investing
- Business Planning Developing a 12 month business plan, Reasons for business failures, profitability
- Mistakes to avoid : improving productivity: Business law, Types of businesses, Starting a business
Make sure your management style is grounded in the 'tried and true'. This course outlines management theories and procedures, problem solving and decision making tactics, staff management, supervision, recruitment and workplace health and safety.
Developed by professionals with a substantial amount of industry experience, it is the perfect foundation for a successful career.
There are 6 lessons as follows:
- Introduction & Organizational Structures
- Management Theories & Procedures
- Problem Solving & Decision Making
- Management Styles & External Influences
- Employing People & Interview Skills
- Staff Management
Develops a broad understanding of marketing and specific skills in writing advertisements, undertaking market research, developing an appropriate marketing plan and selling. The course consists in ten lessons, as follows:
- Marketing and the Business What is marketing, and its significance, Considering alternative approaches to business & marketing, Alternative enterprises (eg. goods or services based, sole proprietor or partnership).
- Scope of Marketing Understanding basic economics (eg. supply & demand); the difference between the potential market, available market, target market, and penetrated market for a product/service of your choice; Different advertising approaches, Controlling Growth, Improving
- Results in Business. Target Marketing Understanding the market place; Stages that sellers move through in their approach to a market, What is targeting, Advantages of target marketing as compared to mass marketing and product-differentiated marketing.
- The Marketing Mix and Managing the Marketing Effort Product, price, place, and promotion; Affects and interactions between marketing and other operations of a business.
- Product Presentation and Packaging Importance of product knowledge, Core, tangible and augmented products; Differences in packaging & presentation for different products.
- Promotion Communication skills, Merchandising, Shop Floor Layout, Displaying Products, Signs, Understanding Selling and Increasing Sales, Sales Methods, Publicity Marketing, Structuring an Advertisement or Promotion, Advertising budgets.
- Product Pricing and Distribution Pricing, Profitability Ratios, Increasing Turnover, etc
- Customer Service Methods of assessing customer satisfaction; Significance of Customer Service; Different types of customers in the market place, and how best to approach each; Difference between selling, publicising, marketing and advertising.
- Market Research The research process, What to research, Surveys, Developing and conducting a market research program, where to find useful statistics
- Organisations - Structures and Roles Business law; Financial Management, Business Structures, Business terminology.
1. SALES MANAGEMENT
This course contains nine lessons, as follows:
- Developing Sales Concepts:Goods & services, ways of managing sales, developing a sales concept, planning ahead, understanding selling, understanding buyers, steps in the sales order, increasing sales
- Developing Sales Relationships: Sales methods, presentation & the selling personality (personality traits of a salesperson), communication skills and conversational selling
- Sales Ethics: The law and ethics, social issues, pricing, deceit, high pressure sales, poor quality products, predetermined obsolescence, the impact of marketing and selling on society, public responses to modern marketing trends (eg. consumerism, environmentalism), enlightened marketing
- Building Product Knowledge: Good & bad features (considering factors such as make/trade name; model; purpose or use; how & where it is manufactured; materials used; wholesale/retail price; guarantees; warranty; spare parts availability; service costs);knowing the competition.
- Developing a Customer Strategy: Types of buyers, buyer motivation, difficult buyers, key rules for every salesperson
- Presentation Strategy Options: Planning and locating your displays for best results); shop layout; trade displays;
- Closing a Sale: Difficulties with closing a sale & ways to overcome them; importance of a personal approach;
- Mnaging Yourself: Time management; territory management; record management; sales records; stress management
- Managing a Sales Team: Strategies for building quality partnerships.
2. ADVERTISING AND PROMOTIONS
The course contains ten lessons, outlined below:
- Analysing the Market
- Target Marketing
- Display and Display Techniques
- Advertising and Promotions Strategy
- New Product Development
- Sales Techniques – General
- Writing Advertisement
- Electronic Marketing -Telephone & Email
- Direct Mailing
- Exhibitions & Shows
3. MARKETING SYSTEMS
The course is divided into 10 lessons. Here is some of what each lesson covers:
- Marketing Systems: What makes up a marketing system, types of marketing systems, competition and monopoly, oligopoly, globalisation, internet marketing, supply systems, logistics networks.
- Retailing Systems and Strategies: Procedures, stages & concepts, Scope and types of retail systems (eg. mail order, chain stores, farm & factory shops, Franchises, Telephone selling).
- Wolesale Systems and Strategies: Cooperatives, Agencies, Regulated Systems, Marketing Boards, Agricultural marketing.
- Product Presentation and Packaging: Packaging, Labelling, Display, Signage, Merchandising & shop layout, Core, tangible and augmented product, Product mix and more.
- Negotiation Skills: Selling in different marketing environments require different approaches, varying factors (eg. culture).
- Marketing Organisations: Distribution Enterprises, Marketing Agents, Advertising Agencies, Market Research Organisations, Sales organisations, etc., Marketing tasks, Marketing strategies, Value adding.
- International Marketing I: Agencies, Partnerships, Joint ventures, Overseas branches, Degrees of export marketing, Pitfalls, The global marketplace.
- International Marketing II: Differences between different countries.
- Analysing the Market: Studying trends and staying current, Advertising cost benefit, Problem of quick success
- The Market Mix: Mission statements; Strategic planning; Target‑profit planning; Marketing systems audit.
WORK PLACE PROJECT
This is the final requirement that you must satisfy before receiving your award. There are various options available to you to satisfy this requirement, including the following:
If you work in the industry that you have been studying; you may submit a reference from your employer, in an effort to satisfy this industry (ie. workplace project) requirement; on the basis of RPL (ie. recognition for prior learning), achieved through your current and past work experience.
The reference must indicate that you have skills and an awareness of your industry, which is sufficient for you to work in a position of responsibility.
Workplace Projects I and II. These each involve a series of 3 Problem Based Learning projects. With problem-based learning, students are assessed on their ability to go through a problem solving process.
Research shows that PBL gives the learner greater long-term benefits than traditional learning, and many successful and progressive universities around the world use it in their courses. Graduates of PBL courses advance faster and further in their careers.
- Other benefits of PBL:
- Develops critical and creative thinking;
- Creates effective problem-solvers;
- Increases motivation;
- Encourages lateral thinking;
- Improves communication and networking skills;
- Is based on real-life situations.
If you do not work in the relevant industry, another option is to undertake a project as follows.
STAYING UP TO DATE IS IMPORTANT
Studying lays the foundation; but in todays world, you need to be prepared to build on the foundation after you complete this or any other course, in order to stay up to date with trends and developments.
Why Social Media has become Important
People have a natural need to interact with each other, both for psychological health and wellbeing, as well as more practical reasons, such as buying, selling or swapping things. Social media has become a medium that facilitates easy communication 24 hours a day 7 days a week. Many people join social media groups to interact and connect with others; while some people are pressured into joining groups either socially or through their work. Research has found that the main reason people join social media groups, is to establish an online identity i.e. to show the outside world who we are and what we do. The next most significant reason is to network, to connect with others in order to build relationships, and to feel that we belong to a ‘community’.
In general everyday people use social media to:
- Connect and stay in touch with family and/or friends.
- To share or find information – such as photos, videos or expertise etc. Or to stay in touch with current events and news.
- To co-ordinate events such as parties, exhibitions, demonstrations etc.
- Connect with professional colleagues, in order to stay up to date with the "state of play" in their profession. In some respects social media can replace the role that industry publications, professional associations and conferences once fulfilled.
- Connect with people who have a shared interest, to pursue and enjoy that interest. Bird watchers for instance would in the past, have connected with other bird watchers by joining a club and going on excursions together; but today, birdwatchers from all around the world might connect on social media through bird watching groups.
- Provide entertainment; to watch friends and families, to follow celebrities (voyeurism), to play games.
- Initiating relationships, thus partially replacing a role once fulfilled by other things. People who in the past may have met friends, partners and spouses at a social group or event; might now do so via the internet.
- Research – customers search for and compare products, suppliers conduct market research using social media.
- Shop, (clothing/fashion is still the most searched for product).
- Research holiday destination, find accommodation etc.
- To interact with businesses or service providers.
Modern Marketing" is an easy to read text, written by the tutors and course writers who work on this course. Click to see an outline, download sample pages or purchase the book.
Extracts from our course Notes:
Sales Staff (or Assistants)
It is essential to have a well defined customer care policy in a business and for sales staff to possess the following abilities:
• A pleasant attitude to customers (eg. smile, friendly, pleasant, suitably dressed and groomed, the customer is always right).
• The ability to maximise customer contact (good body language, eye contact, listening skills etc.).
• Be easy to approach and be able to talk business with customers (a clear and effective speaker, uses appropriate language, offers to assist or find someone who can, knows the product thoroughly, can offer alternatives or options, knows how much they can ‘negotiate’ on the price of a product, and what augmented services features are on offer e.g. warranties, informs the customer of special conditions or return policies etc.).
• Keep in touch with the customer, eg. let them know about new stock lines, specials, 'shopping sprees' (offering follow up contact where appropriate, or after sales service).
• Develop a team approach with other staff members.
• Know the business' customer service policies and follow them.
• Be pro-active and use initiative to solve customer queries, problems or resistance (know how to educate a buyer, influence their attitude toward a product and close on a sale).
Management can also enhance the sales experience in relation to their sales assistants by:
• Making sure employees know the business' customer service policies and follow them.
• Networking with other companies, especially complementary goods.
• Monitoring and evaluating customer service continually.
• Promoting the business within the community. Sponsor/fund community related activities.
Every sales person should know:
• Details of what the product or service they are selling are its attributes, its competition, its negative points (and how to counteract these).
• Where and how to find the product/brochures/catalogues/order forms, or anything else relating to the sale.
• The prices to charge and terms of sale.
• Procedure for making a sale (incl. Using cash register, filling out order book, writing receipt etc).
• Company policies (on returns, damaged goods etc.).
• How to package or deliver goods or services (eg. wrapping, directing other staff to deliver service or good etc).
• How to keep records in order.
• How to maintain order and tidiness in sales area/equipment etc.
The owner, manager, or/and marketing manager have the responsibility of setting the pattern of customer service.
Satisfying the customer is the first aim of a business. Get to know regular customers, learn their names and treat them with deference. Always try to be pleasant no matter how difficult the customer might be.
If they cannot be satisfied eg. a particular item is not in stock, the product is not exactly what they wanted, etc., still treat them pleasantly and courteously - just as if they had bought something. If the service is good they will often be back and your word of mouth advertising will still be positive.
The Customer’s Point of View
Whether or not the customer has made a purchase, see their point of view if they have a complaint or observation. Use this information positively to improve service to all customers. If they wish to return or exchange items, do so within a suitable time frame and if the product has not been 'used'. People will be more willing to buy in future if they know they can still change their mind when they get home. The goodwill and probable future sales this attitude manifests will far outweigh any loss at the present time.
Build up a customer list with addresses and phone numbers, if possible, and note the type of products they purchase. Build up a relationship with them by keeping them advised of new produce available, specials, reduced price lines - especially in the area they are interested in. Give them an opportunity as a 'valued customer' to preview sale items, new produce/products, etc. These people are your best advertisement so looking after them is looking after you!
Running lectures and workshops, operating a club and having associated discounts, giving away little 'freebies' all help increase customer goodwill.
UNDERSTANDING SELLING/BUYING and THE DECISION MAKING PROCESS
In a retail situation customers can be categorised into the following four groups:
1. Economic Shoppers
Most interested in: prices, value, product-quality and economic factors.
Not so interested in treatment by staff, decor of the store, location etc.
2. Personalising Shoppers
Enjoy the interaction with sales staff, preferring to shop with sales staff they know and like.
3. Ethical Shoppers
Avoid large chain stores or companies which tend towards monopolies or deal with products which are judged unethical.
• Don't shop at big supermarkets because "they are putting the small man out of business"
• Prefer to buy food from the biodynamic shop: because it hasn't been treated with chemicals etc.
4. Apathetic Shoppers
Don't like shopping, go to the most convenient supplier because they must.
In a more general sense there are three types of buyers:
a) Thinking Buyers - they require facts
b) Feeling Buyers – they respond to emotions and are susceptible to an emotional sales pitch.
c) Intuitive Buyers – they believe they have some extra, intangible insight which allows them to conclude what and when to buy.
Within a short period, a professional salesperson can recognise which type of buyer he is dealing with and can vary his sales technique accordingly.
A professional salesperson must also understand what motivates consumers to buy.
The following points provide an appreciation of buyer motivation:
1. There is a motive behind every human action.
2. There is always a prime motive and a subsidiary motive.
The salesman, whilst concentrating on the prime motive, must never overlook the subsidiary motives.
3. Different buyers buy similar equipment, but often for different reasons. Selective motives should be used when applicable.
4. There are rational and emotional buying motives, and the importance of emotional motives should never be underestimated.
5. The salesman's objective should always be to try to include in his sales offer, the motivational force which will impel the buyer to buy.
6. Buyers first fulfil basic needs, but often do not recognise their real needs.
7. Benefits should be 'personalised'.
8. A salesman turns needs into wants by proving benefits to the buyer or her/his company.
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