Class Details
Advanced Marketing Course: Advertising, PR, and Digital
Course summary
Looking for more in-depth marketing knowledge to add to your skills base? This marketing training course is designed for existing marketers with some experience or those who have already completed Marketing Fundamentals: Core Concepts and Strategies, or an equivalent.
In an interactive workshop setting, we focus on a deeper understanding of the key marketing tools of advertising, PR and promotions, with an in-depth look at digital and content marketing. We explore the latest consumer and marketing trends that will enable you to assess what’s right for you and your business.
Learning outcomes
By the end of this course, you should be able to:
- identify the key marketing tools of advertising, PR, digital marketing and promotions including their relevance and implementation tactics for your specific business role
- identify the latest marketing trends and how to tap into them in your own workplace
- change your everyday thinking into being more marketing-centric.
Content
Brief marketing overview
- Establishing your marketing objectives
Focus on advertising, online and traditional
- Above and below the line, online and offline, print
- Essentials of effective advertising
- Getting the most from your advertising spend
- Using advertising strategically – exercise
Focus on PR, online and traditional
- PR versus advertising
- Essentials of effective PR to maximise exposure
- Generating your own successful PR
Focus on digital marketing
- Understanding content marketing to optimise an effective web presence
- Refining your objectives for digital deployment
- Understanding the broad range of on line and digital marketing options, including social media
- How to tap into these opportunities
Consumer trends
- Micro and macro marketplace trends that affect you
- Trends in marketing and media
- Marketing in business to business (B2B) and business to consumer (B2C)
Focus on promotions, online and traditional
- Planning traditional versus digital promotions
- Sales based versus strategic promotions
Business planning summary
- Planning marketing activities for your business or product
Who this course is for
- Those who have already attended Marketing Fundamentals Course: Core Concepts and Strategies, completed an undergraduate Marketing course or have some experience working in a marketing role.
- Marketers from a range of environments, including product, services, business to business (B2B), government and not for profit.
- Marketers from a range of sizes from SMEs (small to medium enterprises) to corporates.
Delivery modes
- Face-to-face, presenter-taught workshop/lecture
- Online workshop/lecture via the platform Zoom
Delivered as a combined lecture and interactive workshop. You will be encouraged to share your ideas and background to broaden class discussions.
Materials
A course workbook is distributed electronically using Dropbox.
Before the course
If possible, please bring some examples of your organisations' existing marketing material, eg advertising, collateral, point of sale material, PR – press releases or exposure.
Please consider either of the following and bring your ideas along to class:
- What are the three most important marketing issues for your business/your area?
- What are three most important business issues that marketing can help address?
Sessions
Location
Face-to-face (CCE Building, Sydney)
Public transport
As bus and train timetables regularly change, we suggest you visit the Transport for NSW trip planner before you set out.
The nearest train stations are Newtown Station and Macdonaldtown Station. Macdonaldtown Station is closer by distance than Newtown Station, however trains do not stop as frequently as at Newtown Station.
Other information
Parking
Nearby parking is available at Wilson Parking - RPA Medical Centre Car Park (entry via Elizabeth Street off Carillon Avenue).
A Flexi Saver Rate is available but must be booked in advance online and includes the booking fee. Bookings can be made via the Wilson website or by downloading the Wilson Parking App. Otherwise, hourly parking rates will apply, as advertised on the Wilson Parking website.
Meet the facilitators
Jeannine Galland
Jen Galland is a senior marketing professional with over 30 years’ experience in various roles. She has taught at CCE since 2017, and holds a Bachelor of Business (Majoring in Marketing, Sub major in Finance) from the University of Technology, Sydney.
Jen’s consultancy aim is to help small to medium size companies to grow profitably through robust and prioritised marketing strategy and execution, whilst always keeping the consumer at the forefront of decision-making.
