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  BTEC Professional Development Certificate in Marketing and Advertising
 
  BTEC Professional Development Certificate in Marketing and Advertising
 
A graduate level qualification in a specialist field for mature candidates, validated and awarded by BTEC/EDEXCEL The course aim is to provide a vocational course in marketing and advertising for students who have or wish to have a career in marketing, advertising or public relations. It aims to provide students with vocational and personal skills to enable them to apply what they have learned to solving marketing, public relations and advertising problems, and, if they wish, to continue their studies to an advanced professional level.

Entry Qualifications

Students should be over 21 years of age and possess 4 GCSE's or their equivalent, or have at least three years work experience.Students may be admitted without formal qualifications provided they have relevant work experience and provided that their written abd spoken English is at least Upper Intermediate/ First Certificate Level.

Duration of course

The course lasts for one acedemic year. There is normally only one intake of students per year, commencing in late September and ending in June the following year. The course is structured around formal classes, seminars, tutorials and individual tuition.

Syllabus

There are five modules, consisting of approximately 1 - 1.5 hours of formal tuition, and an additional 1 - 1.5 hours of seminars and tutorials, over a total of 32 weeks.

Marketing.
International Marketing & Advertising.
Advertising.
Sales Promotion.
Public Relations.
Information Technology.

An overall assessment will be made in each module at the end of the course, and will be based on both continuous assessment and a final assignment, therefore success or failure will not depend purely on examinations, but on the overall grade awarded for all the student's work. The final assignment will be a campaign assignment involving all five modules in which students will plan an international campaign for the marketing of a product.

Exemption from CAM Certificate

Successful students in this BTEC one year course will be granted exemptions from the Marketing, Advertising and Public Relations subjects in the CAM Certificate examinations.

Certificates will be awarded to successful students by BTEC and the College.

Detailed syllabus

International Marketing advertising

1. The importance of International Marketing and Advertising
- The meaning and scope of International trade; export marketing/versus international marketing.
-The increasing globalization of trade and communications.
- Trade blocks such as the E.U., NAFTA, ASEAN, MERCOSUR, as well as the significance of trade with developing nations.
2. The International Marketing and Advertising Environment
- Social, Cultural and economic environments, and the importance of developing an international business perspective.
- Culture and society and their influence upon local attitudes, motivations and purchase decisions.
- Cultural stereotypes, both positive and negative as constraints to marketing and promotional activity.
- The effect of government policy on the economic activity of the consumer, for example, legislated or implied “Buy National” policies, non-tariff barriers, dumping etc.
3. Identification of International Market Opportunities
- International market segmentation, and the relative values of wealth and poverty between developed and developing countries.
- Political risk analysis such as political stability, growth, enforceability of contracts.
- The problems of International marketing research, and the non-standardization of key segmentation variables such as demographics and statistics.
- Product policy decision in the International context.
4. The International Business Organisation
- The nature of the small firm and export marketing; advantages of International perspective.
- The mid-sized, function based firm to the global poly-centred firm.
- Stages in internationalization, and the importance of the customer-based marketing concept.
- International planning and concentration on key markets.
5. Technical Constraints in the International Context
- The problems of international pricing, including tariffs and other import taxes, documentation requirements, methods of payment.
- Distribution, including containerization, shipment, Freeport, the varieties of distribution systems and geophysical barriers.
- Legal constraints associated with advertising in various contexts, such as restrictions put on sales promotion techniques in various countries.
6. Promotional activities in the Global Regional context
- Centrally versus locally developed advertising campaigns and the advantages and disadvantages of each.
- How to plan and design an International skeleton campaign.
- The communication process with emphasis on identifying opinion leaders and their attitudes.
- Media availability and consumption in a range of local environments, including research available on viewers and readers.
- The International advertising agencies, their size and the scope of their activities.

Advertising

Objectives

1. To enable students to understand the definition of advertising and its role within the marketing function.
2. To make students aware of the history of advertising and the types of advertising available in the UK today.
3. To enable students to undertake activities that make up advertising, ranging from creative to media.
4. To make students aware of the differences between the role of the advertising agency and in-house operation.
5. To enable students to participate in the various constraints on advertising; production.
6. To enable students to understand the constraints on advertising – rules and regulations, watchdogs etc.
7. To prepare students for a career in advertising.

Context

1. History of advertising and its social position plus its place in the marketing function.
2. Industrial (Business to Business) advertising, consumer advertising, corporate advertising.
3. Media types and their strengths and weaknesses; planning and buying, the media owner; the creative process and its end result. The use of information technology.
4. Investigation of the advertising agency and the media independents.
5. Newspaper, radio, TV, poster, direct mail production
6. The UK law current and future, the Advertising Standards Authority.
7. How to break into the advertising business within both agency and client.

Sales Promotion

1. Sales Promotion Background and Effect on Brands
- Definition of Sales Promotion and its relation with other element of promotional activity.
- The size and history of Sales Promotion.
- The effect Sales Promotion and have on brands including what it can and cannot do.
- Sales Promotion role with regard to Fast Moving Consumer Goods, Durable, the consumer and the distribution system.
2. Sales Promotion Techniques
- Point of Sales Promotion, coupons, redemption, costs.
- Banded offers, competitions, money-off, contests and lotteries, multibrand offers, etc.
- Advantages and disadvantages as well as objectives in the role of retailer, wholesaler manufacturer.
- Trades Shows, exhibition, and sponsorship.
3. Practical Sales Promotion
- Mid redemption and mal redemption of coupons as well as rates of application.
- Handling allowances, redemption rates, timing and phasing.
- Methods of stimulating manufacturing, wholesalers and retailers sales forces
- Statutory and self-regulatory controls including the main law affecting promotions and prohibited promotional technique.
- The use of marketing research in setting targets
4. Management and structure of Sales Promotion Agencies.
- Different types of agencies, including international Sales Promotion agencies
- Criteria for selecting a sales promotion.
- Methods of remuneration and the Sales Promotion brief and recommendation.
5. Strategic Sales Promotion
- Qualification of Promotion Objective
- Selection of Promotion strategies and orchestration with above the line activity
- Target market definition and Sales Promotion Media use and availability
- Promotion element design, timing and administration including fulfillment and clearinghouses and distribution companies.

Public Relations

Content

• Introduction to Public Relations • The Media • Researching and Writing Material for the Media
• Developing and Managing Public Relations Campaigns• Running a Public Relations Organisation (Constancy/In-House)
• Ethics and the Law in Public Relations• The Public Relations Constancy
• Public Relations in Internal Communications• Public Relations in Commercial/Industrial Organizations
• Public Relations as a Marketing Tool• Public Relations in the Marketing and Promotional Mix (With reference to multimedia campaigns)
• Public Relations in Central and Local Government• Public Relations in Voluntary and Charity Organizations.
• Special Events (such as press conferences, seminars, Exhibitions and trade fairs)
• Promotion in Export Markets• Presentation (for students to put over themselves and their ideas effectively)
• Sponsorship as a Public Relations Tool• Public Relations in a Crisis (handling communications in a disaster)
• How to get into Public Relations as a career

Marketing

stakeholders
• Identify the social responsibilities of marketing and evaluate organizational responses

Section 1: Market Orientation

Marketing orientation: origins and development of the marketing concept: production and sales orientations; identifying and satisfying customers, implications for innovation and creativity; the marketing system;

Relationships: between suppliers, competitors, intermediaries and markets; flows of information, goods, money, title.

Market Forces: economic, political, cultural, legislative, technological, implications for organizations of change in these forces.

Section 2: Stakeholders and Social Responsibilities

At the end of this section students should be able to
• Identify and assess the aspirations of stakeholders
• Review the effectiveness of approaches by the organisation to satisfy Stakeholders: identification, roles, influences and power, conflicts between stakeholders, coalitions between stakeholders

Achieving satisfaction: identification of aspirations, satisfaction and dissatisfaction cycles, identifying powerful stakeholders, use of public relations

Social responsibilities: business ethics; legal and social perspectives, special issues of marketing, voluntary and legal controls for marketing, consumerism, quality and standards

Section 3: Analyzing the Market

On completion of this section the student should be able to
• Investigate and report on the organization’s position in its market
• Select and use appropriate date collection methods
• Identify, evaluate and apply analytical techniques
Competitive position: competitor analysis – market/product profiles, brand and market share; market innovator/follower

Types of data: quantitative, qualitative; sources of data, official publications and trade association, marketing research, reports, commercial databases; limitations in published data. Survey planning questionnaire design, sampling methods; mail, telephone and personal surveys.

Analytical techniques: averages, time series analysis, simple correlation and use of indicators as predictors of market size and trends.

Section 4: The Competitive Process
On completion of this section students should be able to
• analyse the interaction of market forces
• analyse features of consumer, industrial and service markets
• identify and describe key features of alternative marketing and other competitive
• strategies
Market Forces: the supply of, demand for goods and services
Market Structure: competition, market access, and monopoly
Market Features: number of customers, location of customers, value of markets, value of individual transactions, decision making units, buying motives, derived demand, reciprocal buying

 

 
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