If you haven’t studied marketing before, or you are a salesperson, business owner or marketing or advertising assistant, this is the ideal course for you

Our Certificate of Marketing Systems course will give you insights into the types and importance of marketing systems, how they operate, and how to develop new systems for a business. In this marketing online course you will learn about the types of retail systems and the factors that influence retail strategy and wholesale systems.

You will discover the importance of specialist marketing services, from labelling and packaging to signs and public relations. You will also study negotiation skills, how to perform a market analysis, and how to market to local and international customers.

Learning Outcomes

Outcomes achieved by undertaking a marketing online course include:

• Learning about marketing systems, marketing channels and how innovation leads to success
• Exploring how to choose the right system, the different types of customers and monopoly and competition
• Gaining an understanding of pure and monopolistic competition and oligopoly and monopoly
• Studying globalisation and demographics and promotions in internet marketing
• Examining the world wide web, how the internet works and how to target internet users
• Understanding supply systems and mailing lists
• Attaining knowledge of retailing systems and strategies
• Gaining insights into shows, pyramid schemes and telephone sales
• Learning about mail order and online retailers and shows and exhibitions
• Exploring retailing strategies, the retail life cycle and factors influencing retail strategies
• Gaining an understanding of marketing terminology
• Studying wholesale systems and strategies
• Examining self-marketing, cooperatives, agents and regulated systems
• Understanding wholesale, independent and manufacturer-owned intermediaries
• Studying branding and specialist marketing services and social media managers
• Examining packaging, labelling, displays, signs, merchandising and public relations
• Understanding receiving money – credit, cash, card etc.
• Attaining knowledge of personal, mail order and self-service
• Gaining insights into shop layouts, packaging, labelling, branding and product lines and mixes
• Attaining knowledge of customers and markets and the local environment
• Gaining insights into personal selling skills, preparation and approach, presentation and negotiation and how to close the sale
• Learning about customers, markets, follow-up and after-sales service
• Exploring marketing organisations and distribution enterprises
• Gaining an understanding of advertising agents, PR and sales enterprises, marketing tasks and market research
• Studying merchandising, promotions, transport, record keeping, marketing strategies and diversification
• Examining how to gather data and implement research results
• Understanding the marketing mix and marketing and strategic planning
• Attaining knowledge of mission statements, organisational objectives and PEST and SWOT analysis
• Gaining insights into SBUs – strategic business units
• Learning about portfolio analysis, growth strategies, tactical planning and procedures for marketing planning
• Exploring international marketing in terms of which countries to choose
• Gaining an understanding of economic communities, international marketing strategies and how to choose overseas markets
• Studying how to choose a market entry strategy and how to implement it
• Examining price, product, promotion and distribution

And more!

The Importance of PEST and SWOT Analyses

As you will discover in this marketing online course, PEST and SWOT analyses are vital for business adaption, particularly in these challenging health and economic times. COVID-19 has had profound impacts on all nations, causing some markets to evaporate and driving others into economic recession.

PEST Analysis

This refers to Political, Economic, Social and Technological factors. This analysis looks at larger macro factors that dominate the market to better understand the key drivers that will most directly impact the marketplace moving forward. A PEST analysis is always conducted before a SWOT analysis as it allows business to analyse the marketplace and then based on its own resources and circumstances, feed the findings into a SWOT analysis as either threats or opportunities. Key drivers include:

• Political/legal and other controlling statutory bodies — these groups determine and change the rules and laws that a business must follow to compete within a given market.
• Economic — this is the state of the economy now and in the future both locally and abroad.
• Social/cultural/environmental factors — these are the prevailing views, beliefs, attitudes and opinions that people within a market have about any issue and the existing environmental circumstances that underpin those beliefs.
• Technology — this is the dynamic and ever-changing area driven by innovation that sees the application of scientific knowledge for practical purposes. It helps industries to produce faster, better and more cost efficient equipment, machinery and processes.

SWOT Analysis

This refers to Strengths, Weaknesses, Opportunities and Threats and is a tool that can be used to determine a business’:

• Internal strengths and weaknesses — these are the points of relative disadvantage and advantage that a business has in comparison to other rivals competing for the same customers within a market, and they are controllable by a business. In terms of understanding strengths it allows a business to better leverage marketing opportunities, and in terms of understanding weaknesses provides greater insights into the areas of development that need to be addressed to ensure the business is able to effectively compete within a segment, niche or market.
• External opportunities and threats — these highlight to a business the potential areas within the outside market that offer potential areas of concern and growth.  These market forces are uncontrollable by a business, yet are critical to identifying the best path a business needs to pursue in order to prosper. The basis for these come after the PEST analysis.

COVID-19’s Affect on Businesses

The affects of COVID have been monumental for many sectors and businesses — in both positive and negative ways. Undertaking a PEST and then a SWOT analysis will enable businesses to better understand the impacts. And any business that follows the process, regardless of its market, positioning or size can more fully prepare for what may be coming next.

Businesses will have the time to strategise on how best to adapt critical marketing elements such as unit volumes, product range, service delivery and target audience that will impact overall positioning, logistics, core messaging and pricing strategies. Internal business adjustments may also need to be made which include refinancing, recruitment and restructuring. The following examples demonstrate that as people’s behaviour has changed due to COVID-19, the specific delivery and type of services and products offered in Australia has also changed.

• Gyms and fitness classes have been negatively impacted, however, home gym equipment sales and hire and personal trainers have been positively impacted.
• Cafes, bars, restaurants and eateries have been negatively impacted, however, home food delivery services have been positively impacted.
• The sports industry has been negatively impacted, however, sports streaming services have been positively impacted.
• Theatres and entertainment venues have been negatively impacted, however, live streaming services have been positively impacted.
• Public transport has been negatively impacted, however, car rentals and taxi services have been positively impacted.
• In-store book sales have been negatively impacted, however, eBooks and online books sales have been positively impacted.
• TAFEs, universities and in-person courses have been negatively impacted.  However, online educational providers (like those that provide courses like our marketing online course) have been positively impacted.

The Different Types of Competition

Customers have many choices when it comes to goods and services as there are so many suppliers in the market! These competitive forces and the skills you will learn in our marketing online course can enable your business to keep prices lower and be more efficient. There are four main types of competition:

Pure Competition

In this instance, there is an unlimited number of competitors. It is relatively easy for new competitors to emerge if old ones disappear. This is partly because the product is undifferentiated and generally relatively easy to supply. Promotion is typically not a key factor for success and price is not usually very important.

Monopolistic Competition

This occurs when there are many competitors. So, it is not always easy for a new business to enter the market. If a business wants to enter this type of market, they will probably need money, time and a level of expertise before they can commence business. Promotional campaigns and price competition are not very important here, but the market place does tend to be differentiated. Hence, there are often optional services or products which a customer can choose to buy in place of your services or products.

Oligopoly

In this instance, there are relatively few competitors, and it is difficult for new businesses to enter the market place and secure any significant proportion of the market. There may be many barriers to entry, for example, a large financial investment may be required. Price competition can also be strong, so promotion can be very important.

Monopoly

In a monopoly, there is only one supplier of a particular type of product or service. As such, the entry of new businesses into the market can be restricted because of the overwhelming economic dominance of the supplier or sometimes by law — for example, in the public utilities sector.

 

Gain insights into the local and global world of marketing and make better decisions about where to market your products or services with a marketing online course such as our  Certificate of Marketing Systems.