Certificate in Business Marketing

Objectives
At the end of the course you will be able to:

• Conduct market research
• Define customers needs, wants and desires
• Carry out a SWOT analysis
• Prepare a marketing plan
• Describe a range of marketing methods
• Evaluate the benefits of using different marketing media
• Compose purposeful advertising copy
• Understand how to use press releases, promotions and public relations
• Define the selling process
• Devise a telephone sales campaign
• List the benefits of keeping advertising records

Student Profile
This programme is designed for people seeking to understand and apply the principles of marketing to a business.  The course is particularly suited to the general manager with responsibility for a small organisation or a department, needing a broad understanding of a range of marketing, advertising and promotion techniques.

Study Method
The course is designed for study by distance learning at work or at home.  Students receive course manual, assignments and studyguide plus tutor support by telephone, mail and email.

Course Outline

Module A: Marketing Your Business
• Why do market research
• Who will be your typical customer
• What will they want
• Why will customers buy from you
• How to do market research successfully
• SWOT analyses
• Your marketing plan

Module B: Advertising & Promotion
• Planning – position & strategy
• Advertising a business
• Promoting a business

Module C: Personal Selling Skills
• What is selling
• Building blocks leading to a sale
• Handling incoming calls
• Making appointments by phone
• Reaching the decision maker
• The sales presentation
• Telephone selling
• Handling objections
• Keeping records
• How to motivate yourself