URSE outline. Fundamentals of Marketing IMM 476

Transcription

1 C URSE outline Fundamentals of Marketing 0861 IMM 476

2 Detail Course Name Course Designer Course Category Course Duration Start and End Date Cost of Course Your Course Work Includes Course Delivery Information Fundamentals of Marketing IMM Graduate School Marketing and Advertising 12 weeks Course commences 1 May 2018 and ends 6 July Assignments to be submitted online by 15:00 on 20 July R5 500 including VAT 10 modules and 2 tutor marked assignments. There is no examination for this course. Online Short Course Every course is broken down into bite-size chunks manageable modules that will help you assimilate and apply your knowledge in record time. Our courses are pointed for the current market, simple and sharp like the tip of an HB pencil. How You Will Learn You ll be able to study online from anywhere in the world, in your own space, at your own pace, guided by our industry experts. With our practical and business-relevant material, you ll be given hands-on tools to help you deal with real-world scenarios. A computing device with a browser and broadband internet access is required for this course. Any modern browser will be suitable for most computer activities. Functionality may be limited on mobile devices. Entry Requirements Any additional software will be provided, or is generally freely available. However, some activities may have more specific requirements. For this reason, you will need to be able to install and run additional software on a device that meets the requirements below: A desktop or laptop computer with either Windows 7 or higher or MacOS 10.7 or higher The screen of the device must have a resolution of at least 1024 pixels horizontally and 768 pixels vertically To participate in our online-discussion area, you will need both a microphone and speakers/headphones 2

3 Professional Recognition Certificate of Successful Completion - On completion of your short course, you ll be awarded a certificate that s approved by the IMM Graduate School and our respective partners, recognising the skills and key competencies you ve developed along the way. This certificate can be used to document your commitment to continuing professional development in your personal portfolio (including your LinkedIn profile or CV), or to provide evidence to employers or other professional bodies of your achievement. Moreover, you ll be better equipped to face workplace challenges, enhance your professional performance and, thereby, boost your career. Who Should Take This Course If you are newly appointed to a marketing position, are the owner or manager of a small business or would like to enter the marketing industry but have no formal marketing qualifications, then this course is for you. Those currently unemployed and looking for a practical way to upskill and gain employment in the above fields, including university graduates and school leavers. Let s start at the very beginning. A very good place to start. To become a master of marketing, as with anything in life, you need a solid foundation to build on. Marketing is an essential part of the consumer-driven world we find ourselves in and a strong base is vital if you want to pursue a career in this ever-growing field. Course Description With this short course, you ll be given the fundamental building blocks of marketing, including a broad understanding of the process of marketing, the environment in which it operates and factors influencing customer behaviour. You ll discover how consumers are segmented and targeted, how products and services are positioned to appeal to specific consumers and how products and services can be crafted to offer an organisation a competitive advantage. You ll also get a firm grasp on the key elements that make up a marketing plan and how to develop and implement a marketing plan effectively. At the IMM Graduate School, we ve discovered that the stronger and deeper your educational foundation, the higher you can build. This short course will give you the rock-solid base you need to reach the highest heights you can in pursuing your career as a marketer. Onwards and upwards! Course Content Week 1 The Marketing Concept: Define marketing and explain how the marketing concept should guide organisations Discuss the history of marketing including the sixth and seventh marketing eras Week 2 The Marketing Process: Discuss the concept and process of strategic marketing planning 3

4 Week 3 The Marketing Environment: Understand the difference between micro and macro marketing Understand the uncontrollable variables that impact the marketer s job Week 4 Forces Influencing Consumer Behaviour: Understand and explain the consumer buying decision-making process Understand and explain the psychological factors affecting decision-making Understand and explain the socio-cultural factors affecting decision-making Understand the consumer adoption process Course Content Week 5 The Process of Segmentation, Targeting and Positioning: Understand the concept of segmentation and how to segment product markets into sub-markets and evaluate each Explain the various market segmentation variables and apply the process of segmenting a market Discuss the role of product positioning and the various levels of positioning Week 6 The Process of Market Research: Understand the importance of market research Identify common primary research methods Discuss the tools available to conduct online research Week 7 The Role of Products and Services in the Marketing Mix: Understand product within the context of the marketing mix Understand what is meant by the term product concept Demonstrate how products and services are classified Explain the new product development process Explain the stages in the product life cycle Explain the concept of services marketing and the services marketing mix 4

5 Week 8 The Role of Price and Distribution in the Marketing Mix: Explain the concept of price as part of the marketing mix Identify the factors that will influence the determination of the price of a product or service Describe the different pricing objectives that may be used by an organisation Describe the methods that may be used to select the approximate price level Course Content Week 9 The Marketing Communications Process and Decision-Making: Show how Integrated Marketing Communication (IMC) can help develop the optimal marketing communication mix for an organisation Explain the advertising process Explain the role and types of direct marketing Describe the personal selling process Explain the concept and role of sales promotions Describe public relations and publicity Week 10 Developing a Marketing Plan: Explain the importance of a marketing plan Develop a marketing plan for a product or service Career Opportunities Marketing Manager Product Manager Account Executive Brand Manager Advertising Manager Marketing Communications Manager Or any other general marketing position 5

6 Karen Roos Course Designer & Head Tutor Expert Course Developer, Specialist Lecturer, Facilitator and Consultant in Strategic Brand Management Your Success Team While you study this course you will be supported by your head tutor Karen Roos, an industry leader and trainer extraordinaire. Karen will be your go-to person, facilitating online discussions with your fellow students in your group, as well as, being available for individual queries and help if you need it. She ll also be the one carefully marking your assignments. For any contentor course-related questions, you can contact Karen on: Karen in a Nutshell Karen is an authority on strategic communications and an ace at imparting her hard-won knowledge. She has over 20 years of experience in lecturing various marketing and brand communications courses for a range of tertiary institutions, as well as, extensive experience as a facilitator for big-brand clients such as the SABC, Discovery, Vodacom, Woolworths, Nedbank, Media 24, BASF and Tiger Brands and ABSA. Her super skills lie in: Strategic Planning, Strategic Brand Management, Brand Architecture, Account Management, Marketing, Communications, Digital Strategy, Social Media, Content Writing, Research, Lecturing and Course Content Development. To ensure that her role as educator, facilitator and developer remains relevant to the current business environments, she runs a consultancy specialising in brand strategy and digital strategy for a host of organisations, keeping her at the coalface of the industry and its constant evolution. Christa Kavungo Course Administrator Academic Liaison Expert As your Course Administrator, Christa Kavungo is the one who connects the dots and connects people. If you have any admin-related questions or concerns, she s the one in the know who will be able to assist you. You can her on shortcourses@immsc.co.za or call Christa in a Nutshell: Think of Christa as a professional liaison, bringing people and processes together. With a wealth of experience in academic sales, support and administration, she s passionate about making sure things run smoothly for a business, particularly in the field of education. 6

7 Your Success Team Although she an administration pro, her super skills go far beyond that... Christa thrives on keeping open channels of communication with students, as well as, professionals that collaborate to provide student services. She s well-versed in sales, advising, counselling, supporting and consulting and has recently completed her degree, BBA in Marketing Management. How To Register We ve made registering for our professional short courses as easy as can be. Simply visit the IMM Graduate School website ( and click on the Professional Short Courses button which will take you to our dedicated short course platform, or go directly to our short course website ( and register there. Click on the Register button and fill out the registration form, fast-tracking the sign up process when you ve decided on the short courses you ll be taking. To sign up for any course, just click on the Add To Basket or Buy Now button, and when you ve finished selecting your courses, proceed to make payment online. Once you ve completed your payment, we ll send you all the information you need outlining the way forward. Your course/s will be ready for access and commencement on 1 May 2018, launching you into your career-boosting adventure. All short courses through the IMM Graduate School are to be paid via the website using the PayFast payment facility. PayFast is an easy, secure and instant payments processing service, offering you a variety of payment options making it more affordable for you to make this worthwhile investment in your future career. To make sure we re all on the same page, we d just like to highlight the fine print of the short course payment terms for you. Payment Details Here s the nitty-gritty: All fees stated in the official website are inclusive of VAT. Fees are fixed for each short course cycle, however, the IMM Graduate School reserves the right to change fees on a subsequent cycle without notice. In order to commence the short course, a student must pay a minimum of 60% of the fee prior to the course commencement date. The balance of the fee is payable within four (4) weeks after the course commencement date. In the event that the balance is not paid, the student will not be allowed to access the balance of the modules to complete the short course. 7

8 We know that life can sometimes throw curve-balls at us, so we do have a cancellation policy should you enrol and need to backpedal due to unforeseen circumstances. Here are the details of our cancellation policy please read them carefully: Payment Details Students who have paid the minimum of 60% by commencement date will be granted a 75% refund of monies paid if the course is cancelled prior to the commencement date. Students who have paid the minimum of 60% by commencement date will be granted a 50% refund of monies paid if the course is cancelled prior to the four (4) week cycle post the commencement date. Any cancellation requests after the four (4) week cycle post the commencement date will not result in any refund of money whatsoever. Cancellations and subsequent refunds will only be considered if it is as a direct result of: Death Temporary/Permanent disability Dread disease Force majeure IMM Graduate School reserves the right to request information that supports the reason for cancellation. And that s it! It was a mouthful wasn t it, but very necessary to ensure a smooth, worthwhile and enjoyable learning experience all round. Contact Us 0861 IMM 476 / shortcourses@immsc.co.za 8