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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


  • Fast track your career in marketing
  • Learn the inside secrets of how to become a marketing pro in months not years!
  • Study a marketing course that was designed in conjunction with marketing 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 The Role Marketing is a business function which identifies and anticipates the wants and needs of consumers, determines which target market to serve, enables appropriate designs of products and programs and delivers these plans. There is a role for marketers in virtually every section of business and those roles can be very diverse.

Employment Opportunities

  • Brand Management
  • Direct Marketing
  • Market Research & Analysis
  • Marketing Communications
  • Marketing Strategy
  • Product Management and DEVELOPMENT
  • Trade Marketing  

Earning Potential

  • Marketing graduates can expect t earn between $25k to 35k
  • Marketing Assistants can expect to earn between $35k to $50k
  • Marketing Co-ordinators can expect to earn between $50k to $60k
  • Marketing Mangers can expect to earn between $90k to $120k
  • Marketing Director can expect to earn between $120k to $160k.


This course leads to the awarding of either a Certificate or Advanced Certificate 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) and advanced (Advanced Certificate) levels. You will be able to learn about what the difference is between the levels below:

1. Certificate: represents a basic level of operational knowledge with general knowledge. Suitable for basic entry level positions.

2. Advanced Certificate: 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.


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.


Visit the following web page and scroll down to the bottom to find out when the next enrolment cut off date is: Places are limited, in demand and entry into the course is on a first come first served basis. Your enrolment is processed and acknowledged within 24 hours of the Institute receiving your application. You can expect to receive your course within days of enrolling. When you start your ICI course its at your own pace and you determine when you finish. Don't miss out. Enrol today!


1. Enrol Online The fastest way is to enrol online. Your details are kept secure and we don't share them with anyone. To enrol online:

1. Visit:

2. Scroll down to the bottom of the page

3. Click on the enrol now button

4. Complete the secure online form.

2. Enrol via the Phone Call: 1300 131 582

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