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Marketing Foundations

Course CodeVBS109
Fee CodeSpecialS2
Duration (approx)100 hours
QualificationStatement of Attainment

Learn the fundamentals of marketing - for anything!

Start Studying Again with ACS

Special Offer - Reduced Course Price Plus 3 Free eBooks When You Enrol

  • Study marketing and business, scope of marketing, target marketing, product presentation and more.
  • There are ten lessons in the course and it lasts 100 hours.
  • You can start the course at any time.

Student Comment:

" I have never found the staff at any other learning institution as supportive as the staff at ACS. This gives one a lot of peace of mind and confidence to go on - at every squeak from my side, you guys have always been there, immediately to sort me out. The feedback on my lessons has always been really good and meaningful and an important source of my learning. Thanks!..."

What Does Marketing Involve?

  1. Packaging and presenting the goods or services.
  2. Making contact with the person you are selling to.
  3. Communication ‑ ensuring they understand about the goods or services.
  4. Convincing ‑ presenting the "product" in a way which favours you achieving the result you are aiming for.
  5. Follow-up ‑ ensuring the "buyer" is satisfied with what they get (in the long term).

Sales can be made by people who are good at b. and d. but poor at a., c. and e. Sales of this kind might be good selling, but they are poor marketing. In the long term, this type of operator is not likely to be successful.

The success or failure of marketing MUST relate to the relationship between supply and demand: Supply being the quantity of a good or service available; demand being how much it is wanted.

  • If supply is low and demand is high, then marketing is easy (because there is no or little competition).
  • If supply is high and demand low then marketing can be very difficult.

 

To become a successful at marketer you must know:

  • What the customer wants or needs. You may sell a customer what he or she thinks they need, but does not really need. When the customer decides they don’t really want what they bought, you may lose the chance of the customer returning to buy again!
  • How to communicate successfully with the customer. This involves knowing where and how to advertise; how to speak properly, how to read a person's mannerisms (voice and body language) etc.
  • Potential that exists for new products or services.
  • Changes likely to occur in demand for goods and services.

This course is designed as a program to help you firstly understand the marketing world; then assist you in making decisions and developing skills in marketing.

    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 and 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, and 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 organisation's (including legal authorities) upon the marketing activities of an enterprise.

    How Do You Start a Career in Marketing?

    Your marketing career will start when you learn how to get noticed!
     
    Some people start at the top, after studying a university degree in marketing; but many others study for years only to find they are overqualified and under experienced for most of the jobs on offer.
     
    For most successful marketing professionals; the start comes through a balanced combination of learning and  experience.
    You might start as a sales assistant (eg. in retail); and study a course such as this; then move on to become a marketing assistant. Over time, with further experience, and more study, your skills and knowledge can grow, and opportunities to advance can present.
     
    Marketing assistants will support the marketing manager to work on marketing campaigns for products and services.  They will be involved in attending events, drafting press releases, informing clients and organising events to promote products and services. The marketing assistant role will include:
    • Writing press releases
    • Organising market research
    • Organising promotional events
    • Assessing how promotional events went
    • Assessing the results of marketing campaigns
    • Writing reports and analysing data
    • Working to drive traffic on web-related campaigns
    • Communicating with clients
    • Writing marketing content
    • Writing online marketing content
     
    You must be keen, willing to learn and able to work to tight deadlines.
     
    Opportunities
    Marketing assistants are not doing a 9–5 job at their desk, so it can be exciting and a challenge.   They may be office based, but will often be involved in visiting clients, attending photo shoots, trade shows and exhibitions.
     
    Being a marketing assistant is a good way to learn the ropes and can lead to marketing management.  In marketing, employers and clients are more interested in a person’s track record in marketing, success rates, commitment, and so on. Therefore, starting out as a marketing assistant is a good way to move into management.
     
    The role of marketing assistant is a challenging one and has a lot of variety. Being a good team player is also important as you will be working with a marketing team.
     
    Risks and Challenges
    You may be required to work additional hours when a new campaign is starting or launched. You may also be required to travel to attend trade shows, conferences and so on.
     
    Clients and employers want their marketing campaigns to be successful, so there can be a lot of pressure to ensure that marketing works well. There will also be menial tasks, such as photocopying, fetching coffees and so on - particularly at first.
     
    How to become a Marketing Assistant
    There is no particular training required to be a marketing assistant, but studying marketing skills, marketing studies or marketing psychology can demonstrate to employers that you are willing to learn and are interested in marketing. Any relevant experience on top of that, will make you even more attractive to employers.

    Getting a job can be influenced as much by personality, communication skills and attitude; as by qualifications and experience. Employers look for marketing staff who are a complete and balanced package; who impress them. If you cannot sell yourself to a potential employer; that employer is likely to think you will not be capable of effectively marketing their products.

    Enrol today at reduced price

    You can enrol on Marketing Foundations and start at any time. You are supported in your studies by our excellent tutors.

    If you have any questions, please contact us by -

    Phone (International) +44 (0) 1384 442752, or (UK) 01384 442752, or

    Email us at [email protected], or use our FREE COURSE COUNSELLING SERVICE.

     


    Meet some of our academics

    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 health and wellness. Denise has an Adv.Dip.Bus., Dip. Clothing Design, Adv.Dip.Naturopathy (completing).
    Dr Karen CrippsPhD, MSc, BA Hons A highly respected expert on sustainability, former university lecturer, with a wealth of knowledge and experience in tourism and business.
    John Mason John Mason is one of Australia's most prolific writers. He saw his first work published when at secondary school, where he worked on the school magazine. In 1973 he was writing a weekly column for his local newspaper and by 1975 he was a regular contributor to Australia's national magazine "Your Garden". John was engaged by Victoria's Dept of Youth, Sport and Recreation to write a book on Fun and Fitness Trails in 1978. In 1981 he saw two more books published (one in America, another in Australia), and commenced writing regularly for the Self Sufficiency Magazine, Grass Roots. John is a long term member of the Australian Society of Authors, the Garden Media Guild (UK) and the Horticultural Media Association (Australia). He has written or contributed to over 100 books, many published by international publishers and published more than 2,000 articles across a range of genres (Gardening, Education, Business, Farming, Fitness). In addition, John has contributed to and overseen the development of more than 600 distance education courses which encompass around 20 million words. He has been an avid photographer for 40 years, building a collection of over 100,000 images, which are used to illustrate his work. His marine animal photos are even used by Legoland in England, on their Atlantis ride! 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. John is a well respected member of many professional associations, and author of over seventy books and of over two thousand magazine articles.
    Sarah RedmanB.Bus (Marketing), Cert Bus.Admin Over 15 years industry experience covering marketing, PR, administration, event management and training, both in private enterprise and government; in Australia and the UK. Sarah has traveled extensively and enjoys cooking and outdoor pursuits.


    Check out our eBooks

    Working With PeopleA job and careers guide for people who like working with people -covering everything from counselling and personnel management to marketing, health and education
    Event ManagementThe Event Management ebook is a complementary text for event management students or professionals working in the field. The ebook goes through the considerations and elements of an event and what needs to be organised when an event is in the planning stage.
    Modern MarketingThis book explores new approaches to marketing, how to adapt to a continually changing world both through online marketing, and more. Some aspects of marketing never change; but many of the well established approaches used in the past simply do not work any more. This book lays a foundation for thinking about marketing in a different way
    Saving a BusinessIf your business is in trouble or under performing: you must read this!