Open Learning Course for Marketing Managers
- Learn how to promote, sell, and market goods and services
- Learn to manage a sales team, sales office and PR campaign
- Work as a marketing manager, sales execultive, sales manager, PR officer
- Get a job, advance a career, improve a business
Course contents are as follows:
- CORE STUDIES - four units of compulsory subjects for all students. ie: Office Practices, Management, Business Operations and Marketing Foundations.
- ELECTIVE STUDIES - stream units for the development of knowledge in a chosen specialisation or industry sector. ie. Sales Management, Advertising & Promotions, and Marketing Systems.
- PROJECT - a management in the workplace project of 200 hrs involving approved work experience in a small business.The project specifically aims to provide the student with the opportunity to apply and integrate skills and knowledge developed through various areas of formal study.
Duration: 900 hours
1. OFFICE PRACTICES
Develops basic office skills covering use of equipment, communication systems (telephone, fax, etc) and office procedures such as filing, security, workplace organisations, etc.
2. BUSINESS OPERATIONS
Develops knowledge of basic business operations and procedures (eg. types of businesses, financial management, business analysis, staffing, productivity, etc) and the skills to develop a 12 month business plan.
Develops knowledge of management structures, terminology, supervision, recruitment and workplace health and safety.
Develops a broad understanding of marketing and specific skills in writing advertisements, undertaking market research, developing an appropriate marketing plan and selling.
Module 1. SALES MANAGEMENT
This course contains nine lessons, as follows:
1. Developing Sales Concepts
Goods & services, ways of managing sales, developing a sales concept, planning ahead, understanding selling, understanding buyers, steps in the sales order, increasing sales
2. Developing Sales Relationships
Sales methods, presentation & the selling personality (personality traits of a salesperson), communication skills and conversational selling
3. Sales Ethics
The law and ethics, social issues, pricing, deceit, high pressure sales, poor quality products, predetermined obsolescence, the impact of marketing and selling on society, public responses to modern marketing trends (eg. consumerism, environmentalism), enlightened marketing
4. Building Product Knowledge
Good & bad features (considering factors such as make/trade name; model; purpose or use; how & where it is manufactured; materials used; wholesale/retail price; guarantees; warranty; spare parts availability; service costs);
knowing the competition.
5. Developing a Customer Strategy
Types of buyers, buyer motivation, difficult buyers, key rules for every salesperson
6. Presentation Strategy Options
Planning and locating your displays for best results); shop layout; trade displays;
7. Closing a Sale
Difficulties with closing a sale & ways to overcome them; importance of a personal approach;
8. Managing Yourself
Time management; territory management; record management; sales records; stress management
9. Managing a Sales Team
Strategies for building quality partnerships.
Module 2. ADVERTISING AND PROMOTIONS
The course contains ten lessons, outlined below:
1. Analysing the Market
2. Target Marketing
3. Display and Display Techniques
4. Advertising and Promotions Strategy
5. New Product Development
6. Sales Techniques - General
7. Writing Advertisement
8. Electronic Marketing -Telephone & Email
9. Direct Mailing
10. Exhibitions & Shows
Module 3. MARKETING SYSTEMS
The course is divided into 10 lessons. Here is some of what each lesson covers:
1. Marketing Systems
What makes up a marketing system, types of marketing systems, competition and monopoly, oligopoly, globalisation, internet marketing, supply systems, logistics networks, etc.
2. Retailing Systems and Strategies
Procedures, stages & concepts, Scope and types of retail systems (eg. mail order, chain stores, farm & factory shops, Franchises, Telephone selling etc).
3. Wholesale Systems and Strategies
Cooperatives, Agencies, Regulated Systems, Marketing Boards, Agricultural marketing,
4. Product Presentation and Packaging
Packaging, Labelling, Display, Signage, Merchandising & shop layout, Core, tangible and augmented product, Product mix, etc
5. Negotiation Skills
Selling in different marketing environments require different approaches, varying factors (eg. culture).
6. Marketing Organisations
Distribution Enterprises, Marketing Agents, Advertising Agencies, Market Research Organisations, Sales organisations, etc., Marketing tasks, Marketing strategies, Value adding etc.
7. International Marketing I
Agencies, Partnerships, Joint ventures, Overseas branches, Degrees of export marketing, Pitfalls, The global marketplace, etc
8. International Marketing II
Differences between different countries.
9. Analysing the Market
Studying trends and staying current, Advertising cost benefit, Problem of excessive success, etc
10. The Market Mix
Mission statements; Strategic planning; Targetâ€‘profit planning; Marketing systems audit, etc
INDUSTRY PROJECT OR WORK EXPERIENCE
This is the final requirement that you must satisfy before receiving your award.
There are two options available to you to satisfy this requirement:
If you work in the industry that you have been studying; you may submit a reference from your employer, in an effort to satisfy this industry (ie. workplace project) requirement; on the basis of RPL (ie. recognition for prior learning), achieved through your current and past work experience.
The reference must indicate that you have skills and an awareness of your industry, which is sufficient for you to work in a position of responsibility.
If you do not work in the relevant industry, you need to undertake a project as follows.
Procedure for a Workplace Project
This project is a major part of the course involving the number of hours relevant to the course (see above). Although the course does not contain mandatory work requirements, work experience is seen as highly desirable.
This project is based on applications in the work place and specifically aims to provide the student with the opportunity to apply and integrate skills and knowledge developed through various areas of formal study.
Students will design this project in consultation with a tutor to involve industry based activities in the area of specialized study which they select to follow in the course. The project outcomes may take the form of a written report, folio, visuals or a mixture of forms. Participants with relevant, current or past work experience will be given exemption from this project if they can provide suitable references from employers that show they have already fulfilled the requirements of this project.
For courses that involve more than 100 hours, more than one workplace project topic may be selected. For example, 200 hours may be split into two projects each of 100 hours. This will offer the student better scope to fulfill the needs of their course and to meet the number of hours required. Alternatively, the student may wish to do one large project with a duration of 200 hours.
Students will be assessed on how well they achieve the goals and outcomes they originally set as part of their negotiations with their tutor. During each 100 hours of the project, the students will present three short progress reports. These progress reports will be taken into account when evaluating the final submission. The tutor must be satisfied that the work submitted is original.
If the student wishes to do one large 200 hour report, then only three progressive reports will be needed (however the length of each report will be longer).