Every business needs a brand that customers recognise – and the only way to achieve this is through marketing. Learn about how to incorporate sales, marketing, advertising and public relations into a business with this fundamentals of marketing course.
Marketing Foundations is an online professional development program that will provide you with the critical marketing skills you need to build your business brand. It’s also an excellent introductory course for entry into the marketing industry.
Throughout this fundamentals of marketing course, you will learn about the most critical aspects of marketing, from product knowledge to presentation, promotions, closing the sale and after-sales services.
You will also learn how to manage the marketing mix for a small enterprise, create a marketing campaign, evaluate customer service, conduct market research, and consider the impact of marketing efforts.
On completion of this course, you will have a foundational understanding of how to implement marketing strategies for a business focusing on profitability and efficiency.
Course Structure
Unit - Marketing Foundations
Unit 1 – Marketing and the Business
- What is marketing, and its significance
- Marketing activities
- Starting out in business
- Entrepreneurial abilities
- Access to information
- Flexibility
- Focus on market niche
- Reputation
- Buying a business
- choosing a premises (home or commercial premises, leasing a shop)
- Forecasting the future
- Understanding market niche
- Other considerations
- Some specific business alternatives
- Legal obligations
- Insurance
- Value of business
- Controlling growth
- Improving results in business
Unit 2 – Scope of Marketing
- The difference between the potential market
- What is marketing?
- Making contact
- Using resources
- Communication
- Convincing customers
- Marketing management philosophies
- The production concept
- The selling concept
- The marketing concept and the societal marketing concept
- Supply and demand
- Understanding economics
- Performance criteria for an economy
- Economic laws
- Available market and target market
- Penetrated market for a product/service of your choice
- Different advertising approaches
- Improving results in business
Unit 3 – Target Marketing
- Understanding the marketplace
- Know your market
- What is targeting?
- Targeting strategies
- Defining your target market
- Determining market segmentation
- Projecting the future
- Positioning a product
- Stages that sellers move through in their approach to a market
- Advantages of target marketing as compared to mass marketing and product-differentiated marketing
Unit 4 – The Marketing Mix and Managing the Marketing Effort
- Product, price, place, and promotion
- What is the purpose of advertising?
- Deciding on the marketing mix
- Affects and interactions between marketing and other operations of a business.
Unit 5 – Product Presentation and Packaging
- Importance of product knowledge
- Core, tangible and augmented products
- Products, product line and product mix
- Characteristics of consumer goods
- Packaging
- Product line decisions
- Shop layout
- Fixtures and fittings
- Space availability
- Displaying products for sale
- Quantity displayed
- Merchandising suggestions
- Personal service, mail order or self service:
- Stock control
- Key to good merchandising
- Example of a merchandising program
- Signs and signposting
- Organising the work place
- Office landscaping
Unit 6 – Promotion Communication Skills
- Promoting products
- Creating buyer awareness
- Promotional campaign strategy
- The promotional message
- Promotional material
- Cost effective promotions
- Timing of promotions
- Channels of communication
- Publicity marketing
- What is the purpose of advertising?
- Advertising in the media
- Advertising in magazines
- What is the importance of size and colour?
- Structuring an advertisement or promotion
- Copywriting in advertising
- Communication skills – what is communication
- Types and modes of communication
- Pathways of communication
- Effective communication
- Factors affecting interpersonal communication
- Awareness and intent
- Reactive patterns
- Becoming an effective communicator
- The communication process
- How can we reduce communication breakdown?
- Communicating with customers
- Different kinds of communicators
- Clear wording
- Office communications systems
- Modes of electronic communication
- Communication networks
- Visual communication – charts, graphs etc.
- Basic principles of public speaking
Unit 7 – Product Pricing and Distribution Pricing
- Setting a price
- Product pricing
- Profitability ratios
- Increasing turnover
- Example of costing a job
Unit 8 – Customer Service
- The importance of customer service
- Sales staff (or assistants)
- having well-defined customer care policy
- Customer satisfaction and customer goodwill
- Understanding selling/buying and the decision making process
- Decision making process (stages1-5)
- Heuristic procedures
- Effective selling
- Be positive
- Conversation development
- Sales techniques
- Key selling rules
- Timing
- Opening a sale
- Advising a customer what to purchase
- Convincing the customer
- Add-on sales
- Closing a sale
- Increasing sales
- After sales service
- Making promotions cost effective
- Types of language
Unit 9 – Market Research
- Researching the market
- Types of marketing research
- Ways of gathering data
- Primary and secondary data
- What do you need to research
- The research process
- Statistics
- Marketing tips
- Tracking trends
- What to research
- Surveys / questionnaires
- Developing and conducting a market research program
Unit 10 – Organisations – Structures and Roles
- Marketing practices
- Types of organisations
- Business structures
- Business law
- Contract law
- Consumer laws
- Basic common law rights and obligations
- Business registration
- Financial management
- Business terminology
Study Hours
Estimated duration 50 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
About Us
Graduation
A Certificate of Attainment and Statement of Results will be issued upon successful completion of this course.
How to Enrol
Enrol Online: Enrol Now
Enrol via Live Chat (Business Hours)
Enrol via Telephone 1300 76 2221 (Business Hours)
Enrol via Purchase Order/Tax Invoice
Enrolling Multiple Staff?
To enrol multiple staff, please complete the Employer Enrolment Form. We’ll be in touch within 60 minutes during 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 assistant
- Public relations assistant
- Advertising assistant
- Account manager
- Business owner
- Salesperson
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