Centre for Continuing Education

Marketing Course: Level 1

Marketing Communications. Connect better with your audience.

COVID-19 update: arrangement of our courses

We are now delivering courses both online and in-person. Please check the delivery format for each class before you enrol.

Please note that course materials for all classes (excluding prescribed textbooks) are shared electronically within 48 hours of a course starting. Printing is not available.

Marketing is a powerful business tool used to help you better understand your consumer and sales landscape. It includes every element of how you communicate your business, product or service, whether you work for a corporation, government or for yourself, in a B2B or B2C context.

In this marketing training course, you’ll learn the importance of clearly defining your marketing objectives to reach your consumer. You will learn about brands and brand positioning as part of your marketing mix within today’s core online and traditional marketing landscape. This interactive workshop-style course will equip you with a range of marketing tools and templates to help you think like a marketer, and demonstrate how clearly defined objectives and effective communication can really influence your organisation’s bottom line.


By the end of this course, you should be able to:

  • discuss the theory behind marketing and the latest buzzwords
  • identify how marketing activities fit within businesses and organisations of all sizes and sectors
  • identify clear marketing objectives and their importance for your brand, business or organisation
  • recognise the key components of the marketing mix and how these can be utilised to meet marketing or organisational goals
  • feel confident applying a range of marketing tools and templates in your day-to-day work.


Introduction to marketing

  • What is marketing
  • Marketing in different sectors
  • Brands and branding
  • Trends and changes in marketing
  • What drives our buying decisions
  • Understanding your consumer better
  • Buzzwords, industry terminology and jargon

Understanding brands

  • What is a brand and why have one
  • Branding and brand positioning
  • Differentiation and unique selling points (USPs)
  • What makes strong brands

Market segmentation and target markets

  • The theory behind market segmentation
  • Identifying attractive segments and ways to segment your market
  • How understanding your target market can ensure your campaigns are economical and efficient

The marketing mix – your toolbox

Consider the elements of the marketing mix and the unique advantages and characteristics of each method, including:

  • the 4 Ps, 7 Ps (service marketing)
  • online and traditional marketing tools within the changing landscape
  • understand the power of effective integration of your marketing mix
  • the Marketing funnel – getting to know your consumers.

Intended audience

Suitable for:

  • anyone wanting a broad understanding of the key aspects of product and service marketing, or as a touchstone for confirmation of understanding
  • junior marketers within organisations from SMEs to corporations, small business, not-for-profit and government
  • anyone with a non-marketing background who are working in marketing and/or those who have new marketing responsibilities
  • external stakeholders who work with marketers and seek an overall understanding of the discipline.

Delivery style

Delivered as a combined lecture and interactive workshop. You’ll be encouraged to share your ideas and background to broaden class discussions.

Before the course

Bring along an example of marketing that you have seen. It might be something you really like, or something you don’t like. Examples might be a billboard, print or TV ad, a shop you frequent which uses marketing well, or a new product launch.


A course workbook will be provided in class.


  • Expert trainers
  • Central locations
  • Course materials – yours to keep
  • CCE Statement of Completion

What others say.

  • Great course, very informative and interesting tutor, really enjoyed it!

  • Excellent presentation, and very engaging training for an entry level course when you have no marketing experience.

  • The course gave me a great introduction to marketing – with lots of opportunities for practical exercises using examples from our own workplaces. I found the course was very relevant to my professional role.

  • Marketing Course: Level 1 was very informative. The course was a great introduction into marketing and really laid the foundations for understanding how marketing works.

  • A very informative course and very hands-on – will make it easy to apply back at work.

  • Great course! Really happy with all the training we’ve done at CCE.

  • We had a great tutor and the course was tailored to suit each participant in the room. I am now interested in attending further marketing training through the University of Sydney.

  • This course was excellent, I would thoroughly recommend it!

Marketing Course: Level 1

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Marketing Course: Level 1

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What others say.

  • The tutor was excellent and very clear in explaining the content. Clearly very knowledgeable in the field of marketing and answered all of our questions in a way we could understand. Looking forward to completing the second level course.
  • It was a really inspiring and informative session, and the tutor really made a point of ensuring that everyone in attendance got what they required out of the day. This is the second course I have undertaken at CCE and I thoroughly recommend it to anyone looking to brush up on their skills.
  • The facilitator clearly explained the content and translated it into practical, easily applied learning.
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