Looking to build on your existing marketing skills? This course is designed for experienced marketers or those who have already completed ‘Marketing Essentials’ or an equivalent. Focus on a deeper understanding of the key marketing tools of advertising, PR, promotions and digital marketing. Consider effective use of marketing funds (including profitability, return on marketing investment and financials from a marketing perspective), as well as exploring the latest marketing trends – from changes in consumer marketing to digital and on line marketing. Using an interactive teaching style including group work, case studies and lecture format, the course will challenge you to become more strategic in your thinking and truly market orientated in your business.
Course Content
Focus on Advertising
- Above and below the line, online and offline.
- Essentials of effective advertising
- Getting the most from your advertising spend.
- Case study / examples of successful campaigns.
Focus on PR
- Essentials of effective PR to maximise exposure
- Generating your own PR
- Using a PR agency well
- Developing the right relationships
- Planning and executing effective promotions
- From consumer promotions to sophisticated experiential campaigns, and from sales based promotions to strategic ones.
Focus on Digital Marketing
- Understanding the range of on line and digital marketing options, including social media
- How to tap into these opportunities; templates and tips.
Effective Use of Marketing Funds
- Getting the most from your marketing dollar
- Measuring return on marketing investment.
- Getting to grips with the financials
Throughout the course we will review recent marketing trends, including:
- Changes in consumer behaviour
- The move to more engaging media
- The move away from traditional above the line marketing.
Course Outcomes
At the end of this course, participants should be able to:
- Have a detailed understanding of the key marketing tools of advertising, PR, promotions and digital marketing; and how to implement them in your own workplace
- Understand the latest marketing trends and how to tap into them in your own workplace
- Better understand the return on marketing investment and how to use your marketing funds efficiently
- Develop a more strategic approach to your marketing
- Apply your learning in case studies (from Australia and overseas) and practical activities based on your own workplace
Suitable for
- Those who have already attended the Marketing Essentials course, or completed an undergraduate Marketing course.
- This course will be of most benefit to those with some experience working in a marketing role, as some knowledge in marketing is assumed
- Also suitable for those with more detailed expertise in a particular field of marketing, wanting to broaden their knowledge.
- Suitable for marketers from a range of environments, including product, services, business to business, government and not for profit.
Before the course
- If you are able to, please bring some examples of your organisation¹s existing marketing material e.g. advertising, collateral, point of sale material, PR ¬ press releases or exposure
- Please consider: What are the 3 most important marketing issues for your business / your area? OR What are 3 most important business issues that marketing can help address?
Sancta Sophia College
Directions
Sancta Sophia College
8 Missenden Road
Camperdown
2050
Sancta Sophia College
Directions
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For University of Sydney campus maps and guides, visit sydney.edu.au/maps.
Public Transport
For public transport information visit 131500.com.au or phone TransportInfo on 131500.
Other Information
Secure Parking is available through the RPAH Medical Centre located on the corner of Missenden Road and Carillon Avenue (entry to the car park is via Elizabeth Street, off Carillion Avenue). Parking is available on weekdays only between the hours of 7:00AM – 7:00PM at a rate of $38/day or $9/day after validating your ticket at CCE’s reception. All CCE participants who validate their tickets at reception are required to park their vehicles on Level B3. If the validated ticket does not register in the car park’s ticketing machine, cancel the transaction then reinsert your ticket into the ticketing machine until the $9 fee appears.
Parking costs and parking arrangements for University of Sydney facilities are available here.
