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Course Description

A successful career in marketing can be achieved if you have the right skills. Learn what these skills are and how you can develop such by taking a marketing certificate or diploma course at ICI.

Our marketing program is developed with leaders in the marketing industry so you can be assured of no-nonsense discussions and practical techniques. Finish the course quickly and with ease through ICI’s distance learning method.

A successful career in marketing can be achieved if you have the right skills. Learn what these skills are and how you can develop such by taking a marketing certificate or diploma course at ICI. Our marketing program is developed with leaders in the marketing industry so you can be assured of no-nonsense discussions and practical techniques. Finish the course quickly and with ease...

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Course Content

1 Research the Market

On completion of this unit you will learn how to:

  • Collect and present information on the internal and external business environment
  • Investigate new or emerging factors in the market Record market data.

2 Identify Marketing Opportunities

On completion of this unit you should be able to:

  • Identify and present potential marketing opportunities to enable evaluation and selection of viable opportunities.

3 Profile the Market

On successful completion of this unit, you should have the knowledge and skills required to profile the market. Specifically you should be able to:

  • Segment the market
  • Select targeting strategies and tactics
  • Profile the target segment
  • Develop positioning strategies
  • Implement strategies

4 Analyse Consumer Behaviour for Specific Markets

On successful completion of this unit, you should have the knowledge and skills required to:

  • Segment the market
  • Select targeting strategies and tactics
  • Profile the target segment
  • Develop positioning strategies Implement strategies.

5 Implement and Monitor Marketing Activities

On completion of this unit you should be able to:

  • Review the marketing mix for the business
  • Implement marketing activities
  • Monitor and review marketing performance.

6 Make a Presentation

On successful completion of this unit you should be able to:

  • Prepare the presentation
  • Deliver a presentation
  • Review the presentation.

7 Design Direct Response Offers

On successful completion of this unit you should be able to:

  • Design offer components
  • Test direct response offers
  • Select offer pricing structure
  • Determine and design required customer service levels

8 Analyse Direct Marketing Databases

On successful completion of this unit you should be able to:

  • Collect data Enhance, cleanse and update data
  • Analyse and use data for direct marketing purposes.

9 SellingSales Promotion

  • Definitions
  • Merchandising
  • Functions
  • Working with distributors / middlemen
  • Contributing to the organization and operations
  • Promotion in Point of Purchase (P.O.P.)
  • Stimulating Middlemen Traffic
  • Cooperative Advertising Training Middlemen’s Salespersons
  • Incentivizing Middlemen’s Salespersons
  • Stimulating Consumers / Users
  • Sampling
  • Prizes
  • Contests

On successful completion of this unit you should be able to:

  • The Evolution of the Salesperson
  • Compensation of the Salesperson
  • The process of the Sale
  • Creative sale – Reasons that drive buying
  • AIDA: Attention, Interest, Desire, Action
  • How to develop a list of potential clients
  • Territory
  • Securing the interview
  • Effective interview
  • Objections, how to rebut them, Closing the Sale
  • Selection and Training of Salespersons

10 Distribution And Channels Of Distribution

  • The Distributed Goods
  • The Function Of Distribution
  • Channels Of Distribution And Their Interrelation
  • The Self-Service outlet
  • Classifications Of Middlemen
  • Policies And Strategies Of Distribution
  • Zoning (Sales Territories) / Example Of Zoning

1 Research the Market On completion of this unit you will learn how to: Collect and present information on the internal and external business environment Investigate new or emerging factors in the market Record market data. 2 Identify Marketing Opportunities On completion of this...

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Entry Requirements

There are no prerequisites to enrol in the course.

There are no prerequisites to enrol in the course.

Assessment Methods

At the end of certain modules, you will be assessed via project-based or written assessment tasks. You are to submit these assessments to your tutor who will mark and return your submissions. You will find the submission link on the course page. The process is repeated until you have completed all the assessment tasks.

At the end of certain modules, you will be assessed via project-based or written assessment tasks. You are to submit these assessments to your tutor who will mark and return your submissions. You will find the submission link on the course page. The process is repeated until you have completed all the assessment tasks.

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