Marketing Foundations

Learn sales, marketing, advertising and PR for business improvement and profit. Understand fundamental marketing from product knowledge, presentation and promotion to closing a sale and after sales service.

Course Code: VBS109
Fee Code: S2
Duration (approx) Duration (approx) 100 hours
Qualification Statement of Attainment
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Study Marketing Theory and Practice

  • Get a grip on Marketing basics
  • Learn to improve sales results
  • Make yourself valuable to employers, improve your own business success, lay a foundation for more advanced studies.

This course is designed as a program to understand the marketing world; then developing skills in marketing.

MARKETING INVOLVES...

  • ATTRACTING CUSTOMERS
  • PERSUADING THEM TO BUY
  • SELLING
  • KEEPING CUSTOMERS SATISFIED (so they come back!)

Throughout this course emphasis is placed on profitability and efficiency!

IF YOU HAVE GOT SOMETHING TO SELL -THIS COURSE IS FOR YOU

 

 

Lesson Structure

There are 10 lessons in this course:

  1. Marketing and the Business
    • What is marketing, and its significance
    • Considering alternative approaches to business & marketing
    • Alternative enterprises (eg. goods or services based sole proprietor or partnership etc).
  2. Scope of Marketing Understanding basic economics (eg. supply & demand)
    • The difference between the potential market
    • Available market
    • Target market
    • Penetrated market for a product/service of your choice
    • Different advertising approaches
    • Controlling Growth,
    • Improving Results in Business, etc
  3. Target Marketing
    • Understanding the market place
    • Stages that sellers move through in their approach to a market
    • What is targeting
    • Advantages of target marketing as compared to mass marketing and product-differentiated marketing
  4. The Marketing Mix and Managing the Marketing Effort
    • Product, price, place, and promotion
    • Affects and interactions between marketing and other operations of a business.
  5. Product Presentation and Packaging
    • Importance of product knowledge
    • Core, tangible and augmented products
    • Differences in packaging & presentation for different products.
  6. Promotion Communication skills
    • Merchandising
    • Shop Floor Layout
    • Displaying Products
    • Signs
    • Understanding Selling and Increasing Sales
    • Sales Methods
    • Publicity Marketing,
    • Structuring an Advertisement or Promotion
    • Advertising budgets, etc
  7. Product Pricing and Distribution Pricing
    • Profitability Ratios
    • Increasing Turnover, etc
  8. Customer Service Methods of assessing customer satisfaction
    • Significance of Customer Service
    • Different types of customers in the market place and how best to approach each
    • Difference between selling, publicising, marketing and advertising, etc
  9. Market Research
    • The research process
    • What to research
    • Surveys
    • Developing and conducting a market research program
    • Where to find useful statistics,
  10. Organisations
    • Structures and Roles Business law
    • Financial Management
    • Business Structures
    • Business terminology, etc.

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

  • Discuss the role of marketing in different enterprises.
  • Describe the scope of marketing in different enterprises.
  • Define the target market for a product or service.
  • Determine and manage an appropriate mix of marketing activities for a small enterprise or marketing campaign.
  • Evaluate the presentation (including packaging) of a product or service.
  • Determine an effective approach to promoting a product or service.
  • Compare options for distribution and determine an appropriate price for a product or service.
  • Evaluate customer service.
  • Conduct relevant market research.
  • Consider the impact of internal and external organisations (including legal authorities) upon the marketing activities of an enterprise.

TIPS FOR SETTING A PRICE

Information obtained from customer forums have been that customers are prepared to pay, on average, more than what the retailer is charging! Thus it is important when pricing anything, to price according to costs and the demand for that particular product.

Setting prices is one of the most important factors in running a business. Pricing has to take in account both the wholesale and retail factors as a successful product will need to be analysed from start to finish.

A general methodology for setting prices:

  • Establish your market objectives
  • Formulate your marketing strategy
  • Develop pricing policies and potential risks
  • Choosing pricing strategies, and set price tactics.

When establishing market objectives, it is always helpful to look at a similar product and use it as a guideline to gather information, ideas and material.

 

Three types of price strategies can be described as:

  • Cost oriented pricing – by product price
  • Demand oriented – by the perceptions of the demand intensity
  • Completion oriented – how the competitors are charging.

Tactics of pricing can be deadly to a business very quickly. Look at the examples of how the airline industry has changed due to “price wars”. In recent years a number of airlines have become bankrupt as they did not take in account how competition could change the price and profit structure.

Initiating price changes in the form of cuts as well as increases not only create changes in the profit margin but also in the customer’s perception of a business. This reaction by the customers can be analysed by using the price elasticity of demand which is equal to the percent of change in quantity demanded divided by the percent in the change of price.

Distribution and market channel decisions are critical because these affect every other marketing decision, especially price. So every producer seeks to find and link with the right distribution channel such as merchants, agents, facilitators, and marketing firms. These “friends” will help make or break your product and profit. It is using their superior efficiency, making your product more accessible to your target market – getting your product out there in the quickest and cheapest route.


WHY THIS COURSE?

Every good business must have someone who understands all of the things covered by this course.

You don't necessarily need to be a marketing expert or top salesperson to work in business; but it helps. If you want to work in sales or marketing though, this course is the absolute minimum.

START HERE

Unless you have studied marketing previously, this is probably the first marketing course you should do.
It may well be taken as part of a certificate or diploma, with other marketing or business courses following on after you complete this course. It also stands alone as a complete vocational training or personal development course by itself.

MARKETERS ARE NEEDED

Really good marketing staff are rare. To be good at marketing, it takes a certain personality combined with a positive attitude, an awareness of the product and market place you are working with, and finally a broad understanding of marketing practice and theory.
Understanding marketing theory and practice comes from study; and everything else develops afterwards, if you commit and apply yourself to building experience.

 

AFTER YOUR STUDY

Graduates will have increased knowledge, a greater understanding and a growing awareness of marketing. in a way that can be applied to any product or service whatsoever.

  • Some graduates will use this to start or speed up a career as a marketing officer or salesperson. Effective marketers or sales people can command very attractive rates of pay.

  • Other graduates will use this course to make significant changes to the way they operate their own business.

 

ACS Global Partner - Affiliated with colleges in seven countries around the world.

Since 1999 ACS has been a recognised member of IARC (International Approval and Registration Centre). A non-profit quality management organisation servicing education.


How can I start this course?

You can enrol at anytime and start the course when you are ready. Enrolments are accepted all year - students can commence study at any time. All study is self paced and ACS does not set assignment deadlines.

Please note that if a student is being assisted by someone else (e.g. an employer or government subsidy), the body offering the assistance may set deadlines. Students in such situations are advised to check with their sponsor prior to enrolling. The nominal duration of a course is approximately how long a course takes to complete. A course with a nominal duration of 100 hours is expected to take roughly 100 hours of study time to complete. However, this will vary from student to student. Short courses (eg. 100 hrs duration) should be completed within 12 months of enrolment. Certificates, Advanced Certificates and Awards (eg. over 500 hours duration) would normally be completed within 3 -5 years of enrolment. Additional fees may apply if a student requires an extended period to complete.
If a student cannot submit their assignments for 6 months to ACS, they should advise the school to avoid cancellation of their student
registration. Recommencement fees may apply.

Simply click on the ENROL OPTIONS button at the top of this screen and follow the prompts.

You can see the course price at the top of this page. Click 'enrolment options' to see any payment options available.

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What do I need to know before I enrol?

There are no entry requirements that you need to meet to enrol in our courses, our courses are for everyone.
If you are under 18, we need written permission from your parent/ guardian for your enrolment to continue, we can arrange that after you have enrolled.

You don’t need to purchase any additional resources to complete our courses.

We aim to teach you the essentials without you having to purchase any specific computer program.
We recommend that you have access to a word processing program, such as Microsoft Word or Google Docs, so that you can easily complete and submit your assignments.

You sure can. We are here to help you learn whatever your abilities.

Yes, if you are enrolling in a Certificate or Advanced Certificate, you might be eligible for credits if you have evidence of your previous studies or relevant experience. More information is here.

We recommend that you are able to browse websites, send emails and conduct online research. You will need to be able to type and submit your assignments.
If you have limited computer skills, we can make special arrangements for you.

This is possible, it depends on the institution. We recommend that if you would like to use our courses that you contact the institution first. Our Course Handbook is a good resource for this.

Our courses are written in English and we only have English speaking academic staff. If you can read and complete your assignments in English, our courses are ideal for you.

Our courses are designed to build knowledge, hands on skills and industry connections to help prepare you to work in the area, running your own business, professional development or as a base for further study.

This course has been designed to cover the fundamentals of the topic. It will take around 100 hours to complete, which includes your course reading, assignment work, research, practical tasks, watching videos and anything else that is contained in the course. Our short courses are a great way to do some professional development or to learn a new skill.

It’s up to you. The study hours listed in the course are a rough guide, however if you were to study a short course (100 hours) at 10 hours per week, you could finish the course in 10 weeks (just an example). Our courses are self-paced, so you can work through the courses in your own time. We recommend that you wait for your tutor to mark and return your assignment before your start your next one, so you get the benefits of their feedback.

The course consists of course notes, videos, set tasks for your practical work, online quizzes, an assignment for each lesson (that you receive feedback from your tutor from) and ends in an exam (which is optional, if would like to receive the formal award at the end), using our custom built Learning Management System - Login.Training.

Our courses are designed for adults to gain professional development and skills to further their careers and start businesses.

Our custom online learning portal allows you to conduct your learning online. There may be practical tasks that you can do offline. You have the option of downloading your course notes or print them to read later.

There is also the option to pay an additional fee for printed course notes and or USB (availability limited to location and deliverability).

Yes, if you don’t have access to the internet, you can receive the course as paper notes or on a USB stick for an additional fee. We can also make alternative arrangements for you to send your assignments to us.

We offer printed notes for an additional fee. Also, you can request your course notes on a USB stick for an additional fee.

Yes, your tutor is here to help you. Simply post any questions you have in your login.training portal or contact the office and we can pass on a message to your tutor.

We are more learning focussed, rather than assessment focussed. You have online quizzes to test your learning, written assignments and can complete an exam at the end of the course (if you want to receive your certificate). You will not receive a pass/ fail on your course work. If you need to add more details on your assignment, we will ask you to resubmit and direct you where you need to focus. If you need help, you can ask your tutor for advice in the student room.

Each module (short course) is completed with one exam.

Exams are optional, however you must sit an exam if you would like to receive a formal award. You will need to find someone who can supervise that you are sitting the exams under exams conditions. There is an additional cost of $55 (AUS) $50 (O/S) for each exam.
More information is here

There are practical components built into the course that have been designed to be achieved by anyone, anywhere. If you are unable to complete a task for any reason, you can ask your tutor for an alternative.

When you complete the course work and the exam and you will be able receive your course certificate- a Statement of Attainment. Otherwise, you can receive a Letter of Completion.

You can bundle the short courses to create your own customised learning bundle, Certificates or Advanced Certificates. More information is on this page.

Yes, our courses are built to be applicable for people living anywhere in any situation. We provide the fundamentals, and each student can apply their own unique flair for their own interests, region and circumstances with the one-on-one guidance of a tutor. There is also a bit of student directed research involved.

Employers value candidates with industry skills, knowledge, practical skills and formal learning. Our courses arm you with all of these things to help prepare you for a job or start your own business. The longer you study the more you will learn.

ACS has an arrangement with OAMPS (formerly AMP) who can arrange Professional Indemnity from Australian and New Zealand graduates across all disciplines. Ph: 1800 222 012 or email acs@oamps.com.au.


Who are ACS Distance Education?

ACS Distance Education have been educating people for over 40 years.

We are established and safe- we have been in education for over 40 years.
We are focused on developing innovative courses that are relevant to you now and what you will need to know in the future.
We are focused on helping you learn and make the most of your experience.
You can enrol at any time, you can work on your course when it suits you and at your own pace.
We are connected to many industry bodies and our staff participate in continuous improvement and learning activities to ensure that we are ahead of what learning is needed for the future.

Our courses are not accredited by the Australian Government. However many of our courses are recognised and held in high regard by many industry bodies.

Our courses are written by our staff, who all have many years experience and have qualifications in their speciality area. We have lots of academic staff who write and update our courses regularly.


How do I enrol my staff/ sponsored students?

Yes, you can do a request for a bulk enrolment and request an invoice on our Invoice Request Form

We can prepare an invoice, quote or proforma invoice. Simply complete your details on our Invoice Request form

We can arrange bulk discounts for your course enrolment, please get in touch with us to discuss your needs.

Yes, we have many students who are in locked facilities, such as prisons or hospitals. We can cater by also offering paper notes at an additional cost.


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Course Contributors

The following academics were involved in the development and/or updating of this course.

John Mason

Writer, Manager, Teacher and Businessman with over 40 years interenational experience covering Education, Publishing, Leisure Management, Education, and Horticulture. He has extensive experience both as a public servant, and as a small business owner.
J

Kate Gibson

Kate has 12 years experience as a marketing advisor and experience as a project manager. Kate has traveled and worked in a variety of locations including London, New Zealand and Australia. Kate has a B.Soc.Sc, Post-Grad. Dip. Org Behaviour (HR).

Lyn Quirk

M.Prof.Ed.; Adv.Dip.Compl.Med (Naturopathy); Adv.Dip.Sports Therapy
Over 30 years as Health Club Manager, Fitness Professional, Teacher, Coach and Business manager in health, fitness and leisure industries. As business owner and former department head fo





Tutors

Meet some of the tutors that guide the students through this course.

Nicola Stewart

BA(Hons); Dip.Pub; CIM Dip.Marketing; PGCE; Dip.Holistic Aromatherapy; Dip.Reflexology; Dip.Orton-Gillingham Multisensory Language Education; Masters in Education & Professional Studies/Research, PhD (underway)

Nicola worked in publishing before changing direction to teach Anatomy, Physiology and various complementary therapies in the UK’s post-compulsory sector for 16 years. She is the published author of 10 books, plus a range of magazine articles and has also ghost-written across a number of genres. When she is not working for ACS, she provides specialist literacy tuition for children with dyslexia.

Lachlan Allan

BA (Hons) Business Administration, BEng (Hons) Electrical & Electronic Engineering

Lachlan has experience in the hospitality, banking and utilities sectors in managerial positions in the UK. Following a career change after moving to Australia, he is also experienced in the medical engineering field where he was an engineer responsible for devices at hospital sites and laboratories

Sarah Pirecki

BAnVetBioSc., Dip. ProjMgt (TBC).

A passionate advocate for animal health and welfare. Sarah completed a Bachelor of Animal and Veterinary Bioscience majoring in Animal Health and Disease and is currently completing a Diploma of Project Management. She has a wide range of experience working in agricultural settings, veterinary nursing, assistance dog raising, and animal education.

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