COURSE OUTLINE

The ICI marketing program designed in conjunction with industry leaders helps you learn the skills you need to succeed in marketing quickly and conveniently.

First Part: Advertising

General Concepts of Advertising

• Advertising Strategies
• Primary and Selective Advertising
• Institutional Advertising
• Relationship of Objectives of Marketing and Advertising
• The Advertising Budget
• Methods of Financing the Advertising Budget
• The Creative Process - Unique Selling Proposition (USP)
• The Media
• The Campaign Concept
• The Creative Process in Television
• Production for TV
• Evaluation of the TV Commercial
• The Creation in the other Media
• Media Strategy
• Techniques of Media Planning
• The Digital Technology and the Future of the Media

The Advertising Agency

• History and Evolution
• Agency Service Organization
• Fees and Discounts

The Creative Process in Advertising

• The Creative Attitude
• Creative Characteristics
• Conditions for the Creative Process
• Generation of Ideas

Memory Mechanisms In Advertising

• What is Memory?
• Perception
• Immediate memory
• Photographic memory (Eidetic)
• Short Term Memory
• Long Term Memory
• Categories of Memory
• Learning
• Forgetfulness
• Interference
• Those "Scripts"
• Repetition and Messages Recall

Second Part: Selling

Sales Promotion

• 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
• Incentivating Middlemen's Salespersons
• Stimulating Consumers / Users
• Sampling
• Prizes
• Contests

Personal Sales

• 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

Third Part: 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

HOW WILL YOU BENEFIT?

• Fast track your career in advertising
• Learn the inside secrets of how to become an advertising pro in months not years!
• Study a marketing course that was designed in conjunction with advertising industry leaders
• Free up valuable time, don't wast time and money travelling to classes
• Study at your own pace whenever and wherever you are
• Have access to a tutor who works in the industry you are training for
• Easy interest free payment plans from as low as $49 per week

CAREER PROSPECTS

Start an exciting career in a field which influences consumer behaviour worldwide. Why complete an advertising training program? With the right credentials, you can gain excellent positions with:

• Advertising agencies
• Public relations agencies
• Advertising departments of large
• Corporations
• Marketing departments
• Retail advertising department
• Metropolitan, suburban and country newspapers
• Magazine publishing companies
• Television and television stations
• Marketing departments
• Retail advertising department

Earning Potential

An advertising account managers can look at earning anything between $40.000 to $150.000 per year with the average industry income being $74.981.

Advertising specialists working in the creative department of an advertising agency earn $30.000 to $125.000 per annum with the average income being $74,535. (Source: 2008 advertising industry job advertisements)

COURSE LEVELS EXPLAINED

This course leads to the awarding of either a Certificate, Diploma or Advanced Diploma depending on which level you enrol at. The different levels are achieved by the amount of course content and assessments involved within each module at the basic (Certificate), intermediate (Diploma) and advanced (Advanced Diploma) levels. You will be able to learn about what the difference is between the three levels below:

• Certificate: represents a basic level of operational knowledge with general knowledge. Suitable for basic entry level positions.
• Diploma: qualifications recognises the graduates capacity for initiative and judgment across a broad range of technical and management functions. Diploma holders typically have personal responsibility and autonomy (semi-independence) in performing technical operations or organising others in the workplace.
• Advanced Diploma: The graduate is able to apply a significant range of principles and techniques across various contexts and functions. Graduates can expect to be involved in significant judgments, planning, and leadership/guidance functions related to workplace products, services, operations or procedures.

STUDY MODE

This entire course is carried out via Distance Learning (also known as correspondence learning). Distance learning is ideal if you need to adapt around work, family, or other commitments. It is also extremely beneficial should you simply wish to fast track your studies (and career) and not be locked into a timetable.