Looking to improve your marketing skills and further your career or business? If so, this course provides a thorough overview that equips you to excel in any marketing role.
The Advanced Certificate of Marketing is a professional development program that offers practical skills and strategic insights in today’s fast-paced marketing environment.
In this advanced marketing course, you’ll learn how to make strategic branding and positioning decisions by utilising tools like PESTL and SWOT analyses to identify crucial market segments and opportunities. You’ll also gain knowledge in crafting actionable plans, managing resources efficiently, and adjusting strategies based on performance insights.
You’ll also discover proven e-marketing strategies and learn how to leverage digital channels, understand search engine optimisation, and use social media to enhance your brand’s presence. Additionally, legal and ethical considerations are covered, ensuring that your strategies are effective, responsible, and compliant.
On completion of this course, you’ll have a comprehensive understanding of how to apply marketing principles to real-world scenarios, enabling you to make informed decisions that drive business growth.
Course Structure
Unit 1 - Assess marketing opportunities
- What is the market?
- Finding and selecting the target market
- Understanding objectives
- Knowing the starting point
- Create a strategy
- Business and marketing objectives
- Structure and plans
- Gaps in the market
- Existing marketing clients
- Collecting information
- Review existing marketing clients and external environment
- Research and document marketing opportunities
- Using statistics
- Perform a market segmentation
- Criteria for market segments
- Market analysis
- Analysis methods
- PESTL analysis
- COSMIC analysis
- SWOT analysis
- Profiling the market
- Identify opportunities
- Industry overview
- Analyse opportunities against marketing objectives
- Branding and positioning
- Communication channels
- Best practice
- Benchmarking
- Planning and selecting a strategy
- Budgets and common measures
- Documenting opportunities
- Planning presentation
- Documenting, objectives
- Description of target market
- Sales analysis
- Action steps
- Rationale
- Timelines measures and expected outcomes
- Contingencies
- Revise and feedback
- Approval
Unit 2 - Undertake marketing activities
- Identify task requirements
- Marketing plans
- Marketing activities
- Developing and documenting action plans
- Personnel and resources
- Timelines and budget
- Types of promotional activities
- Seeking plan approval
- Resources for marketing activities
- Assigning responsibilities
- Assigning marketing activities
- Monitoring marketing activities
- Marketing performance
- Reviewing activities against expected outcomes
- Preparing a marketing report
- Marketing concepts
- Information sources
- Primary and secondary data
- Foundations of marketing practices
- Promoting products and services effectively
- Marketing mix
- Porter’s five forces
- Marketing policies and procedures
- Standards and industry codes of practice
Unit 3 - Design and test direct marketing activities
- Advantages of direct marketing
- Types of direct marketing
- Planning direct marketing activities
- Background information
- Planning direct marketing activities
- Obstacles and strategies
- Tactics
- Financial analysis
- Testing direct marketing activities
- Testable components
- Communication offer and media components
- Responses, timing and testing
- Control groups
- Performing testing and testing strategies
- Collating test results
- Response rates
- Statistical analysis
- Refining the offer
- Documenting test results
- Communication concepts and processes
- Shortening the sales cycle
- Type of communication
- Media options for direct marketing activities
- Statistical methods, tests and techniques
- Establishing minimum significance variance
- Software applications used in direct marketing
- Platforms and tools
Unit 4 - Conduct e-marketing communications
- Electronic advertisements
- E-marketing strategy
- Search Engines
- Blogs
- Target audience
- Multi-channel strategy
- Search Engine Optimisation (SEO)
- Ranking Vs Response
- Writing content and copy
- HTML design
- SMS marketing messages
- Social media
- Advertisement elements
- Classified advertising
- Marketing strategy requirements
- Legal and ethical requirements
- E-Marketing tools
- Website design
- Design styles
- Website content and site map,
- Navigation buttons and frames
- Three click rule
- Content management systems
- Data recording
- Media vehicles and website hotlinks
- Site design and construction
- Budget
- Legal and ethical issues
- Copyright ownership
- Ad exchange networks
- Google AdWords
- E-advertising law
- Tracking and evaluation
- Social networking
- Advertisement placement
- Web Analytics and Metric Analysis
- Cookies
- Web tracking software
- Measuring social engagement
Unit 5 - Identify and evaluate marketing opportunities
- Marketing information
- Validating information
- Information analysis table
- Marketing opportunities – data analysis
- Reaching new markets
- Identifying new markets
- Lost prospects
- Current customers
- Analyse competitors
- Understanding the market
- Indirect opportunities
- Environmental factors
- Foreign markets
- Developing opportunities
- Opportunity analysis
- Five factors that influence markets and opportunities
- Marketing goals
- Evaluating opportunities
- Ethical principles
- Feasibility analysis
- Predicting ROI
- Assessing opportunities
- Stakeholder feedback
- Collecting feedback
- Applying gathered feedback
- Changes to operations
- Resource requirements
- Staff and training
- Relevant legislation
- Codes of practices
- National standards
- Warranties and guarantees
- Do-Not-Call register
- Privacy legislation
- SPAM
- Advertising Standards Regulation
- Intellectual Property in Australia
- Principles of marketing and marketing mix
- Statistical methods and techniques
- Forecasting techniques
- Conjoint analysis
Unit 6 - Establish and monitor the marketing mix
- Identify task requirements
- Marketing mix
- Task requirements
- Marketing plans
- Pricing policy
- Promotional methods
- Channels of distribution
- Buying behaviour
- Potential customer base
- Key pressure points
- Testing
- Testing procedures
- Establishing the market mix
- Objectives and goals
- Marketing budget
- Unique selling proposition (USP)
- Inbound marketing
- Marketing resources
- Stakeholders or roles and responsibilities
- Teamwork
- Marketing initiatives
- Monitoring tools
- Aspects of a marketing campaign
- Assessing marketing performance
- Who customer are buying from
- Networking
- Developing networking capabilities
- Exchanging information and ideas
- Effective communication
- Data collection
- Measuring sales revenue
- Recording variances
- Prepare and present marketing reports
- Routine regular reporting
- Presenting reports
- Marketing policies and procedures
- Legislation
- Industry codes of practice
- Underperforming products and services
- Product portfolio analysis
- The Boston Matrix
Unit 7 - Develop a marketing strategy
- Organisational marketing strategy
- Direction and objectives
- Developing a marketing strategy
- Business goals
- Improving sales performance/profit
- Testing a product or service
- Group discussion methods
- Internal environment
- Existing research data and marketing information systems
- Industry sources
- Internal data
- Review marketing strategies
- Stages of marketing cycle
- Organisation structures
- Supply chain management
- Logistics and supply chain management
- Current and past marketing strategies
- Product portfolio analysis
- Analysing the market
- Data collection
- Micro-environmental factors
- Attracting and retaining customers
- Suppliers and competitors
- Current and future marketing direction
- Marketing intermediaries
- Public awareness and thoughts
- Customer analysis
- What when, where and why customers are buying
- How customers are buying
- Networking \Stakeholder input
- Current marketing trends
- Macro-environmental factors
- Demographic trends
- Labour force
- Government activities – Fair Trade
- Economic trends
- Social and cultural factors
- Changes in technology
- Forecast trends
- Market growth or decline
- Identifying new markets
- Risk management
- Studying competitors
- Legal requirements
- Consumer protection
- Privacy legislation
- Telecommunications legislation
- Health and safety legislation
- Anti-discrimination legislation
- Do not call legislation
- Intellectual property legislation
- Trade practices legislation
- Ethical requirements
- Sustainability requirements
- Marketing opportunities
- The marketing cycle
- Financial viability and costs
- Determining the probable ROI
- SWOT analysis
- PEST analysis
- Five forces analysis and diagram
- Value chain analysis
- Marketing strategies
- Business objectives
- SMART goals
- Ansoff’s matrix
- Telemarketing
- SMS promotions
- Marketing planning techniques
- Developing a marketing plan
- Target markets
- Market segmentation
- Key strategies (marketing mix)
- Budget and financial projections
- Forecasting and time frames
- Implement and monitoring marketing activities
- Testing and tracking
- Marketing reports
- Sales targets
- Graphical presentations
- Evaluate marketing performance
- Outcomes and
- Adjusting marketing plans
- Communicate agreed changes
Study Hours
Estimated duration 100 hours
Course Delivery and Start
Start anytime, self-paced and 100% online
Assessment
Assessment will be comprised of written exercises, including short-answer questions, reflective tasks, short reports and/or projects. There are no examinations or due dates for assessment. As a result, you can complete training in your own time and at your own pace with the assistance of unlimited tutor support.
Testimonials
Graduation
A Certificate of Attainment and Statement of Results will be issued upon successful completion of this course.
How to Enrol
Enrolment Form – Employment Services and Rehabilitation Providers
Enrol via Live Chat (Business Hours)
Enrol via Telephone 1300 76 2221 (Business Hours)
Payment Options
Visa, Mastercard, BPAY and EFT/Direct Deposit. Please allow 1-2 Business days for processing for EFT and BPAY.
Course FAQs
Why Choose Australian Online Courses?
- Professional development that is widely recognised and respected;
- Improve your employment opportunities;
- Study online, anywhere via our elearning system;
- High-quality professional development programs written by industry experts;
- All course materials provided online – no textbooks to buy;
- Unlimited tutor support via email;
- We offer twelve (12) months’ access, with extensions available upon application (fees apply);
- Course may be tax deductible; see your tax advisor.
Are there any entry requirements or pre-requisites?
There are no course or subject pre-requisites for entry into our programs. However, our professional development programs are generally intended for people over the age of 18. In some circumstances, enrolments from younger people may be considered. Please complete the AOC Parent Guardian Consent Form prior to enrolling and submit here.
Are there any computer requirements?
To study online with Australian Online Courses you will need a computer (desktop PC/laptop) running a current/updated operating system with reliable high-speed internet access. You will need to use the Google Chrome browser to access your course.
When can I start this course?
You can start within 60 minutes during business hours when you enrol and pay in full with a credit card!
Credit card: Within 60 mins during business hours.
BPAY: Within 1-2 working days.
Internet Banking: Within 1-2 working days.
Cheque/Money Order: Upon receipt of mailed cheque.
How is this course delivered?
This course is delivered online via our easy-to-navigate Learning Management System (LMS), where you will discover interactive online learning/written content, resources and assessment.
Do I need to attend classes or undertake any work placements?
No. All courses are delivered online via our LMS and there are no work placement requirements in this course.
What support can I expect from Australian Online Courses?
Unlimited tutor support is available throughout your studies via email only during business hours Monday to Friday. Our Administrative team are available Monday to Friday via email, live chat and telephone.
I am an international student. Can I enrol into this course?
Yes! We accept enrolments from individuals both within Australia and internationally; location is no barrier to entry into our programs.
Career Pathways
Future growth
Strong
Unemployment
Low
Professional Development for:-
- Marketing professional
- Marketing manager
- Business owner
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