Marketing Systems

Learn about the marketing world; the systems that operate locally, nationally and internationally. Make better decisions about how and where to market your products or services.

Course Code: BBS303
Fee Code: S3
Duration (approx) Duration (approx) 100 hours
Qualification Statement of Attainment
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Learn about the marketing world.

Study this course to make better decisions about how and where to market your products or services.

Marketing involves every aspect of getting a product or service from a supplier to the consumer and includes advertising, promotions, packaging and distribution, sales and after-sales services. There are endless options of how these can be combined and categorised to market a product or service. These different ways of marketing are sometimes put into categories, or classifications of systems that share common features.

Marketing Systems can operate locally, nationally and internationally; can be simple or complex; have a retail or wholesale orientation etc.

 

In the past, marketing systems were well established, and change came slowly. Today though, nothing is quite as certain as change!

This course is not going to show you a system or formula that has operated for a long time that can be copied and used. Because of the rate of change we see in the modern world, this isn't possible.

As a student of this course, you will explore a range of systems that have existed, and the various ways they have operated. This will give you a broad understanding of Marketing Systems and lay a foundation for you to understand those you encounter, or to develop new marketing systems as you find the need.

If you haven't studied marketing before, this course would be a good place to start. It is a standalone program and can be studied separately and can be included in a longer study program, with other marketing or business courses.

Lesson Structure

There are 10 lessons in this course:

  1. Marketing Systems
    • Innovation
    • What is a marketing system
    • Choosing the right system
    • Types of customers
    • Pure competition
    • Monopolistic competition
    • Oligopoly
    • Monopoly
    • Globalisation
    • Internet marketing: demographics, promotions, targeting internet users
    • Supply systems
  2. Retailing Systems and Strategies
    • Types of retail systems: shops, markets, traveling salesmen, pyramid schemes, shows, telephone sales, etc
    • Retail life cycle
    • Factors influencing retail strategy
    • Terminology
  3. Wholesale Systems and Strategies
    • Self marketing
    • Cooperatives
    • Agents
    • Regulated systems
    • Independent intermediaries
    • Manufacture owned intermediaries
    • Agricultural marketing legislation and marketing boards
    • Livestock selling systems -case studies
  4. Product Presentation and Packaging
    • Specialist marketing services: packaging, labelling, display, signs, public relations
    • Merchandising
    • Principles to follow when buying
    • Selling: credit or cash?
    • Personal service, mail order or self service?
    • Shop layout
    • Packaging and labelling
    • Branding
  5. Negotiation Skills
    • Understanding customers and markets
    • The local environment
    • Personal selling skills
  6. Marketing Organisations
    • Distribution enterprises
    • Advertising agents or departments
    • PR enterprises
    • Sales enterprises
    • Marketing tasks : Market research, Merchandising, Promotion, Transport, Records
    • Marketing strategies
    • Diversification
  7. International Marketing I
    • Introduction
    • Why enter the international marketplace
    • Alternative ways to trade internationally
    • Degrees of export marketing
    • Pitfalls
    • Significance of the internet
  8. Analyzing the Market Market analysis
    • Trend analysis
    • Market research
    • Analysing the Market
  9. The Marketing Mix
    • Marketing mix and checklist
    • Strategic planning
    • Tactical planning
  10. International Marketing II
    • What countries
    • Restrictions to international marketing
    • Economic communities
    • Strategies
    • Market entry strategy
    • Implementing a strategy
    • PBL project

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

  • Explain the difference between the consumer market and other markets.
  • Draw a chart showing the market channels followed by a product or service.
  • Explain the differences between retailing and wholesaling.
  • Explain procedures, stages and concepts involved in retail marketing a product.
  • Explain the wholesale marketing system of this business.
  • Explain the core, tangible and augmented product of a favourite product which you buy and use frequently?
  • Suggest alternative ways that products might be packaged and presented in the retail situation.
  • Assess the marketing performance of two different companies.
  • Decide what preparatory studies should be made of a country before making a decision about whether to export there or not?
  • Explain procedures, stages and concepts involved in the marketing internationally of a product.
  • Suggest a product or service which you think has potential for marketing in another country.
  • Write a report on the marketing profitability of a business.

COMPETITION OR MONOPOLY?

When one supplier (of particular goods or services) is able to control some aspect of either production or marketing (related to their product), they are able to exercise excessive influence upon the supply of that product. In effect, they have created a situation where they can stop supply, or control supply, irrespective of what anyone else does. This is a monopoly.

Examples:

  • If all meat is transported by rail and there is only one railway then the railway is monopolising part of the meat distribution system. The railway can thus charge whatever it chooses to charge, and the other businesses involved in the meat industry are left with no choice but to pay.

  • If there is only one baker supplying bread to a country town, that baker monopolises bread supply to that town. The bakery can then increase their price on bread, and the community must pay or go without bread.

When there are many suppliers of goods and services, the customer has a choice, and competitive forces will encourage suppliers to be more efficient and keep their prices lower.

There are in fact four different types of competition:

1. Pure Competition
Here there is an unlimited number of competitors. It is relatively easy for new competitors to emerge if old ones disappear, partly because the product is generally relatively easy to supply, and undifferentiated. Price is not usually very important, and promotion is not a key factor in success.

Businesses such as lawn mowing or cut flower growing may always be subject to pure competition. For most people, variations in price or service are relatively unimportant, and buying cut flowers or having the lawn cut is not something we usually do as a response to an expensive advertising campaign.

2. Monopolistic Competition
This occurs when there are many competitors, but it is not always easy for a new business to enter the market. If someone wants to enter this type of market, they will probably need time, money, and perhaps some level of expertise before they can commence business. Price competition and promotional campaigns are not very important, but the market place does tend to be differentiated, and there are often optional products or services which a customer could easily choose to buy in place of your product or service.

3. Oligopoly
In an oligopoly 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 (eg. a large financial investment may be required), price competition can be strong, and promotion can become very important.

4. Monopoly
In a monopoly, there is only one supplier of a particular type of service or product; and as such entry of new businesses into that market is restricted, sometimes by law (eg. public utilities), or sometimes because of the overwhelming economic dominance of the supplier.

GLOBALISATION

We used to think of markets as something that existed in regions, districts or countries. For example, there would be a market for books in the UK, and another market for books in the USA. In the modern world, markets are losing this geographic differentiation, and we are moving increasingly towards global markets. In the past when someone wanted to buy fruit in Australia, for example, they would naturally look to buy from Australian producers - but today they may consider buying from producers anywhere in the world.

The process of globalisation is being fostered by:

  • changes in world politics (ie. reduction of tariffs)

  • improvements in international communications

  • the internet

  • improved shipping (more reliable shipping, more cost-effective transportation, etc)

WHY THIS COURSE?

Every successful 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. If you want to work in sales or marketing, this course is recommended

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 longer study program, 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.

 

Member of Study Gold Coast Education Network.

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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We also have Afterpay that will allow you to pay for your course or payment plans in four instalments (if you are in Australia).


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

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

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Course Contributors

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

Sarah Edwards

Over 15 years industry experience covering marketing, PR, administration, event management and training, both in private enterprise and government; in Australia and the UK.

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).

Denise Hodges

Promotions Manager for ABC retail, Fitness Programmer/Instructor, Small Business Owner, Marketing Coordinator (Laserpoint). Over 20 years varied experienced in business and marketing. More recently Denise studied naturopathy to share her passion for healt





Tutors

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

Jade Sciascia

Former Business Coordinator, Scottish Environmental Protection Agency, Secondary School teacher (Biology); Administrator (Recruitment), Senior Supervisor (Youth Welfare). International Business Manager for IARC. Academic officer and writer with ACS for over 10 years, both in Australia and in the UK.

David Crothers

David is a graduate of Queens University Belfast, and a Chartered Accountant with over 20 years working experience in corporate and financial roles, both in Australia and other parts of the world. He is currently working as Chief Financial Officer at a diversified business in Sydney where his responsibilities include fiscal and managerial leadership, internal and external reporting, cash management, budgeting, debt funding and productivity improving. While David has worked at several multinational organisations, his current focus is family business management and he is an active participant in international family business conferences. He is also a passionate advocate of education, and currently tutors in a range of business and accounting subjects.

Alan Vo

Alan has 14 years experience as an I.T professional in Australia. Extensive experience with software engineering, web development, web marketing, and ecommerce at digital agencies as well as client-sides on various projects and industries.

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