AAA School Of Advertising

2021 Dates: 8 February 2021 & 5 July 2021

Duration: 4 weeks

Entry requirements: Basic marketing knowledge is helpful, but not mandatory

AAA Certificate of Achievement will be awarded upon completion.

For more information, contact us on executivetraining@aaaschool.ac.za

MARKETING 101

Why professionals recommend this course:

“I have attended a few courses in my line of work, but for the first time I actually feel confident… Thank you for an amazing experience, I will definitely be recommending AAA to everyone looking to upskill in Marketing and other courses”

“My experience of this course was exciting. I have definitely encouraged friends to take AAA courses”.

This course is the ideal starting point for anyone needing a refresher of the marketing and communication industry and also those looking to break into the field. 

This course is ideal for…

  • Beginners looking to understand the world of marketing.
  • Working professionals looking to transition into a role with the marketing department
  • Working professionals who might need a refresher on the basics of marketing.

In this course you will cover the following topics:

PRINCIPLES OF MARKETING

This topic introduces marketing students to the fascinating world of modern marketing in an enjoyable and practical way. 

Learn about the philosophies, elements and concepts of marketing, and develop an understanding of the functions and roles that marketing plays within an organisation and society.

This topic will cover the following themes:

  • Defining marketing and the marketing process
  • Organizational and marketing strategy – partnering to build customer relationships
  • Analysing the marketing environment
  • Consumer markets
  • Business markets

CONSUMER BEHAVIOUR

Consumer behaviour underpins the success of the marketing strategy and is critical for understanding not just the marketing environment but also the nature of the consumer society we live in.

By drawing from theories in the field of psychology and social sciences, you will gain an understanding of consumers as individuals and as participants in their social and cultural context. 

With this understanding, you will be able to analyse why consumers react in a certain way to marketing communication.

Once you are equipped with the skills to understand and interpret consumer needs and consumption patterns, you will be able to design marketing strategies and promotional messages to best exploit consumer opportunities.

This topic will cover the following themes:

  • Introduction to consumer behaviour
  • Creating market value for consumers
  • The importance of consumer insights
  • Factors influencing consumer behaviour
  • How market characteristics influence consumer behaviour
  • The relevance of culture and subculture to consumer behaviour
  • The consumer decision-making process
  • Household decision making
  • Building relationships with customers
  • Marketing implications of consumer behaviour

PRESENTATION AND WRITING SKILLS

This module will equip you with the skills needed to present assignments and marketing strategies in the form of a professionally written document and/or verbal presentation.

This topic will help you with researching, planning and writing academic essays, assignments, proposals and reports.

You’ll be taught different referencing techniques that will help you to avoid plagiarism.

In this topic will cover the following themes:

  • Academic writing formats and styles
  • The planning of writing and presenting assignments
  • Shaping your text, improving spelling, grammar, punctuation and vocabulary
  • Introduction to presentation skills
  • Introduction to presentation skills
  • Delivering a presentation with enthusiasm and energy in a creative manner
  • The Strategic Communication Model