Advanced Certificate in Strategic Marketing Course Guide

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Advanced Certificate in Strategic Marketing

Detailed Course Curriculum

1. Marketing Strategy Overview

The Marketing Strategy module is designed to equip students with the foundational knowledge and skills necessary for developing effective marketing strategies. It covers a range of topics, including the marketing mix (product, price, place, and promotion), segmentation, targeting, and positioning. Students will learn how to analyze the external and internal environment, identify opportunities and threats, and develop a marketing plan that aligns with organizational goals and objectives. The module also examines the role of market research in informing marketing strategy and highlights the importance of measuring and evaluating marketing performance.

2. Introduction Marketing Strategy

The module Introduction to Marketing Strategy covers various strategic models and frameworks that are commonly used in business planning and marketing. This module emphasizes the importance of corporate objectives and how marketing strategy can contribute to achieving these objectives. The Ansoff’s Matrix, Boston Consulting Group Model, Business Position Matrix, Value-Based Planning Methods, and Michael Porter’s Model are some of the strategic models that will be discussed.

3. Understanding Opportunities

The module Understanding Opportunities is designed to provide students with the skills and knowledge required to identify and assess different domains of opportunities available to businesses. It covers topics such as market trends and forces, competitor analysis, and the assessment of market demand at the micro level. Additionally, the module explores the importance of conducting a comprehensive market analysis to determine the viability of a business opportunity, and how to use this analysis to develop an effective marketing strategy.

4. Measuring Market Opportunities

In the module on Measuring Market Opportunities, students will learn about the importance of measuring market opportunities to make informed business decisions. The module covers various techniques used to estimate market potential, such as demand analysis and customer surveys. Additionally, students will explore sales forecasting and the factors that influence it, such as market trends and competitive activity. The module also examines market share development and how businesses can gain a competitive advantage. Other topics covered in this module include the diffusion of innovation and the role of market intelligence in decision-making.

5. Targeting and Positioning

This module in strategic marketing focuses on the concepts of targeting and positioning, which are critical components of developing effective marketing strategies. Students will learn how to identify consumer segments and business markets, and construct a market attractiveness position based on market analysis. The module also covers the importance of market and competitive position, as well as differentiation and brand positioning, and the use of perceptual maps and brand equity. By understanding these concepts, students will be able to develop marketing strategies that effectively target specific markets and position their brands in a way that resonates with their customers.

6. Strategies for New Market Entry

The module Strategies for New Market Entry provides students with an understanding of the different strategies and approaches businesses can use when entering a new market with a new product. The module covers the product life cycle, innovation, and the types of new products. It also focuses on different strategic objectives and market entry approaches. Students will learn about the pioneer and follower strategies and the marketing implications of each approach, as well as how to evaluate and select the most appropriate strategy for their specific business and product. The module concludes by discussing the importance of executing the chosen strategy effectively and monitoring performance.

7. Strategies for Growth Markets

In the module Strategies for Growth Markets, students will learn about the different types of growth markets, the characteristics of these markets, and the various strategies that companies can use to succeed in these markets. The module covers topics such as market penetration, market development, product development, and diversification. It also discusses the importance of understanding the competitive landscape and identifying opportunities for growth in existing and new markets. Through case studies and real-world examples, students will gain a deeper understanding of the challenges and opportunities that come with entering and succeeding in growth markets.

8. Strategies for Mature and Declining Markets

The module Strategies for Mature and Declining Markets covers a range of strategies that companies can use to manage and survive in mature and declining markets. The module explores topics such as product life cycle, market evolution, market share, and profitability. It then examines the different strategies available for businesses, including cost reduction, differentiation, market segmentation, and product innovation. Additionally, the module covers strategies for exiting a declining market and provides case studies that illustrate how successful companies have navigated through the challenges of mature and declining markets.

9. Strategies for the Digital Economy

The module on Digital Marketing Strategy provides students with an understanding of the fundamental concepts and strategies for leveraging digital media to connect with customers and grow businesses. The module covers various topics, including digital customer behavior, the digital customer journey, digital marketing mix, search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing, email marketing, and mobile marketing. It also discusses the importance of analytics and measuring the success of digital marketing efforts. Overall, the module provides students with the knowledge and skills needed to develop and implement effective digital marketing strategies.

10. Implementation and Control, Measuring

The practical implementation of marketing strategies is crucial for achieving marketing goals and objectives. This module focuses on the various aspects of implementing marketing strategies effectively and efficiently. It covers the organizational structures that support marketing activities, including how to align marketing strategies with the overall organizational strategy. Additionally, the module covers the unique challenges of marketing in service organizations and how to overcome them. Finally, the module delves into performance measurement and control to ensure that marketing strategies are achieving their intended results.

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Meet Your Expert Business Tutors

Your tutors will be here to help whenever you get stuck and need some help

Ronnie L.

Ronnie is an experienced and knowledgeable tutor specializing in Business courses. With a degree in accounting from De La Salle University, Ronnie brings practical examples and real-world insights to his teaching. Currently pursuing an MBA at the University of Queensland, he remains committed to continuous learning and staying up-to-date with the latest industry trends. Ronnie's exceptional communication skills and emphasis on practical application empower students to grasp complex business concepts and apply them in real-world scenarios.

Yan-Li S.

Yan Li, an enthusiastic tutor from Shanghai, is currently pursuing a Bachelor's degree in Supply Chain Management and Finance at the University of South Australia. Her combined knowledge of these fields brings a unique perspective to her tutoring sessions, offering students a comprehensive understanding of supply chain management and finance. Beyond academics, Yan's passions lie in art, photography, and exploring culinary delights. These interests shape her creative and diverse tutoring approach, as she incorporates innovative teaching methods that cater to different learning styles.

Imogen H.

Imogen is a former Payroll Specialist with three years of experience, specializing in Xero and QuickBooks. With a deep understanding of payroll processes, regulations, and industry best practices, Imogen is dedicated to sharing her expertise as a payroll tutor. Her extensive knowledge of Xero and QuickBooks allows her to provide comprehensive training and support to students, equipping them with the skills needed to effectively manage payroll using these popular accounting software platforms.

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Frequently Asked Questions

How do I enrol?

There are no entry requirements or pre-requisites to enrol into this course. You can enrol online directly by clicking on “Enrol Now” and follow the prompts. Alternatively, you can enrol over the phone with our friendly student advisors. Give them a call on (02) 8006 0556 or email them at support@oba.au.

How much does this course cost?

This course costs $699 + GST. Click here to get started now.

How long is this course?

This course takes approximately 100 hours, and you’ll have lifetime access to this course. Study in your own time, at your own pace. Most of The Online Business Academy courses are designed so that you do one module a week. But if life gets busy you can take longer and even apply for a course extension if you need more time.

What job can I get once I have completed the qualification?

Upon the completion of this course, you can obtain a job as a Marketing Manager. In Australia, Marketing Managers earn approximately $95,000 per year but can be as high as $115,000 per year. (Payscale)

Contact a friendly student advisor on (02) 8006 0556 to find out about potential career outcomes and see where our courses can take you. Employers also constantly approach The Online Business Academy looking for students and employers also advertise jobs in the Career Centre (available once you enrol). You’ll also receive a FREE CV review.

Where will my qualification be recognised?

This qualification is Internationally recognised. Our qualifications are highly sought after by employers around the world and accredited by global industry bodies such as ICOES.

How does online learning work?

Your course will be delivered through our online learning platform. You can access our online learning platform from any web browser 24/7 so you can work whenever and wherever you want. You can also interact with your tutors and other students within the learning environment.

Online learning allows you to make the best use of your time and puts all the resources you need at your fingertips. There are no set course start dates, you can start whenever you are ready. Your tutors and student services will check in on your progress and help you every step of the way

Do you have a money back guarantee?

Absolutely! You’ve got an 10-day cooling off period (or trial period) at the start of your course. Take that time to look through all your learning material and get a feel for online learning. If you decide the course isn’t for you within the trial period, you’ll get a full money back guarantee.

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