Certificate in Marketing Course Guide

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Certificate in Marketing

Detailed Course Curriculum

1. Key Concepts in Marketing

The Key Concepts in Marketing module provides an introduction to the core principles of marketing, covering concepts such as the marketing concept, market orientation, marketing management, and strategic marketing. The course also includes an overview of target markets and the marketing mix, which includes product, price, promotion, and place. Additionally, the module explores the relevance of marketing to the global economy, and how these principles can be applied to various industries and contexts.

2. Marketing Planning and Strategy in a Competitive Environment

The Marketing Planning and Strategy in a Competitive Environment module is a comprehensive course that helps learners develop a strategic marketing plan in a competitive business environment. The module covers the essential elements of the marketing planning process, including environmental scanning and analysis, identifying competitive advantages, and developing a strategic plan. Students will learn about the importance of understanding the marketing environment, conducting SWOT analysis, setting organizational mission and goals, and developing a marketing mix that effectively targets customers. The course emphasizes the development of actionable and measurable marketing plans that align with overall business objectives. Additionally, the module teaches students how to evaluate the effectiveness of marketing strategies and adjust plans accordingly to stay ahead of the competition.

3. Marketing Research and Information Systems

The Marketing Research and Information Systems module focuses on teaching students about the importance of marketing research and how it can aid in making informed business decisions. The module covers the five-step research process, starting with defining the problem and developing a research plan, to collecting and analyzing data, and presenting findings and making recommendations. Additionally, the module explores the use of technology in marketing research, including the use of databases and data mining techniques. Finally, the module touches on international issues in marketing research, such as cross-cultural differences and the challenges of conducting research in different countries and regions.

4. Consumer Behaviour & Business Markets and Buying

This module is designed to provide learners with an understanding of the complex factors that shape the purchasing decisions of consumers and businesses. The module covers topics such as the psychological, social, and cultural factors that influence consumer behaviour, the various stages of the consumer decision-making process, and the impact of situational factors on consumer behaviour. Additionally, the module delves into the characteristics of business markets, the different types of business buyers, and the buying process of organizations. The students will also be taught about the factors that influence business buying behaviour, such as organizational, interpersonal, and individual factors. Finally, the module will provide insights into the differences between consumer and business markets and how businesses can tailor their marketing strategies to target these two distinct markets.

5. Segmentation, Target Markets and Positioning

The module on Segmentation, Target Markets, and Positioning (STP) is designed to provide students with an in-depth understanding of how businesses can effectively segment markets, identify target markets, and position their products or services to meet the needs of specific customer groups. The module will cover the different segmentation approaches, including demographic, geographic, psychographic, and behavioral segmentation, and how they can be used to effectively identify target markets. It will also explore how businesses can use positioning strategies, such as differentiation and perceptual mapping, to create a unique market position for their product or service. Additionally, the module will discuss the role of market research and analytics in developing effective STP strategies and evaluate the challenges that businesses may face when implementing these strategies.

6. The Power of Branding

This module is designed to give students a comprehensive understanding of branding and its importance in today’s market. It will cover the definition of branding and its role in creating a unique identity for a business. Students will also explore the different types of branding strategies used by businesses, including brand positioning, brand architecture, and brand extensions. Additionally, the module will delve into the importance of brand equity and how it can impact a company’s success. By the end of this module, students will have a solid foundation in branding principles and strategies.

7. Product Decisions

The Product Decisions module in the Certificate in Marketing course focuses on the key concepts and principles of product management. The module provides an understanding of product classification, product mix, and product lines, and how they contribute to the overall product strategy of a company. It covers the importance of understanding the product life cycle, which includes the introduction, growth, maturity, and decline stages of a product, and how companies can use this information to develop an effective marketing mix. The module also emphasizes the role of packaging and labeling in product management and how they can be used to communicate the product’s features and benefits to the target audience. Finally, the module covers the product adoption process, which includes the stages of awareness, interest, evaluation, trial, and adoption, and how it can be used to develop a product that meets the needs and wants of the target market.

8. Pricing Decisions

The Pricing Decisions module provides students with a detailed understanding of the importance of pricing in the marketing mix. The module covers the various factors that influence pricing decisions, including customer perception, demand, and competition. It explores pricing strategies such as cost-based pricing, value-based pricing, and dynamic pricing, as well as the pricing process from setting objectives to implementation. The module also covers legal considerations related to pricing, such as price discrimination and deceptive pricing. By the end of the module, students will have a comprehensive understanding of the role of pricing in marketing and how it can impact a business’s success.

9. Distribution Decisions

In this module, you will delve into the critical role of distribution in the marketing mix and learn about the various distribution strategies and channels used in marketing. You will explore how businesses make decisions about distribution, such as the selection of distribution channels, channel management, and logistics. Additionally, you will gain insight into the importance of effective distribution to achieve marketing objectives and customer satisfaction. You will also examine the various challenges that businesses may face in managing their distribution channels and how to overcome them.

10. Integrating Marketing Communications & Marketing Communications Mix Variations

The module on Integrating Marketing Communications & Marketing Communications Mix Variations explores the role of integrated marketing communications (IMC) in the expanded marketing mix. The module covers the communication process, message appeal styles, marketing communications mix, and promotional tools used over the product life cycle. The module also covers various promotional tools such as advertising, public relations, sponsorship, and sales promotion. The module also discusses how to measure marketing communications and the impact of the marketing mix on the product life cycle.

11. Developing and Managing Goods & Services

The module Developing and Managing Goods & Services provides students with a comprehensive understanding of the product development and management process. Students will learn about the different stages involved in the product development process, including ideation, screening, testing, and launching. The module also covers product management, including product modification, product deletion, and product extension. Additionally, students will learn about service marketing, including the characteristics of services, service quality, and customer satisfaction. By the end of the module, students will have gained the necessary knowledge and skills to design and manage successful products and services that meet customer needs and preferences while remaining competitive in the market.

12. IMC & Expanding The Marketing Mix

The IMC & Expanding The Marketing Mix module covers the extended marketing mix, which includes people, process, and physical evidence in addition to the traditional four Ps of marketing. The module explores how these elements are used in both service and manufacturing industries to create a positive customer experience. Students will learn about mapping the customer experience, managing customer-to-customer interactions, and the role of atmospherics and digital technology in the marketing mix. By the end of the module, students will have a comprehensive understanding of how to integrate these elements into a cohesive marketing strategy.

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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 $499 + GST. Click here to get started now.

How long is this course?

This course takes approximately 120 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 Assistant. In Australia, Marketing Assistants earn approximately $55,734 per year but can be as high as $64,378 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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