Marketing Course: Level 2

Marketing Communications. Connect better with your audience.

Learn Marketing Communications the smart way with Marketing Communications courses at CCE, the University of Sydney.

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 the Marketing Level 1 course 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.

Outcomes

Upon successful completion of this course, participants should be able to:

1. Understand the key marketing tools of advertising, PR, digital marketing and promotions including their relevance and implementation tactics for their specific business role.
2. Understand the latest marketing trends and how to tap into them in their own workplace.
3. Change 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

Intended Audience

• Those who have already attended the Marketing Level 1 course, or 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 Style

This course is delivered as a combined lecture and interactive workshop. Participants are encouraged to share their ideas and background to broaden the discussions.

Before the course

If possible, please bring some examples of your organisation’s existing marketing material e.g. advertising, collateral, point of sale material, PR – press releases or exposure.

Please consider either of the following and bring your ideas along to class:

1. What are the three most important marketing issues for your business/your area?
2. What are three most important business issues that marketing can help address?