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Advertising and Promotions is all about effective communication.

This course is for anyone wanting to attract customers to their business, attract more customers to their business, launch their career in advertising and promotions or add a valuable marketing skill to their CV.
Having a great product or an awesome service is useless if the right people don't know about it.  
A relevant advertising and promotion campaign can kick start a new business or launch plateauing sales to new heights. When times are tough, rather than cutting back, a fresh look at advertising and promotions can breathe new life into your business.

In this course you will learn how to create relevant, affordable and effective promotion campaigns regardless of the size of your business, understand where Advertising and Promotions fits within the marketing framework and your overall business, become familiar with the campaign planning, implementing, controlling and evaluating processes, unpack and apply a number of tools from your promotional campaign kit including events, printed promotional materials, free and paid advertising, reward programs, joint promotions, word of mouth marketing, networking, social media and much more.


Course Details

You can start the course at any time as it is a self-paced fully online course. You are enrolled in the course for two years, but most people complete the course in 6-9 months time.


There are 10 lessons in this course:
1. 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

2. 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)

3. 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.

4. 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).

5. 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.

6. 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

7. 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

8. 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

9. Direct Mailing
• Types of Direct Mailing (The Direct, The Informative. The Reminder, The Utility);
• Advantages,
• Disadvantages,
• Appropriateness

10. 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

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

We have payment plans available

Email for a detailed course brochure with course outlines for all the modules.

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