AAA SCHOOL OF ADVERTISING

PART TIME DIPLOMA IN MARKETING COMMUNICATION

2013

©Copyright to AAA School of Advertising (Pty) Ltd

CURRICULUMCURRICULUMDuration 3 yearsDuration 3 years

• AAA Diploma in Marketing Communication with specialisation in Account Management; or Media Management; or Brand Management (9 Modules):

• AAA Module in Principles of Marketing Communication• AAA Module in Communication• AAA Module in Business Management• AAA Module in Practice of Marketing• AAA Module in Principles of Marketing Research• AAA Module in Integrated Marketing Communication• AAA Module in Consumer & Buyer Behaviour• AAA Module in Marketing & Advertising Planning Process

WHO QUALIFIES?WHO QUALIFIES?

You must have matric.

Candidates with a minimum of 2 years work

experience in a marketing or advertising related field, qualify to do the Diploma in Marketing Communication on a part time basis

Successful completion of all 9 modules is required in order to receive the diploma. If you have an IMM Diploma or a Marketing degree, you can apply to be exempted from a max. of 3 modules.

WHO QUALIFIES?WHO QUALIFIES?

The Diploma is done over 3 years

If you do not have 2 years experience or are not currently working in a marketing/advertising position, you can do all 9 modules as separate modules and thereafter apply for a marketing/advertising position and get the 2 yrs required experience. Thereafter you can come back to AAA and receive your Diploma

ENROLMENT PROCEDUREENROLMENT PROCEDURE

Complete attached Application Form & Enrolment Agreement

Attach a certified copy of your ID Document, Matric Certificate and Degree/Diploma (if applicable)

Fax to 011-781-2796 for attention ALISON ELLIOTT

50% of your enrolment fee is required upfront

ENROLMENT PROCEDUREENROLMENT PROCEDURE

Upon acceptance you will be notified and issued with an invoice

All cheques to be made payable to the AAA School of Advertising – please use your student number as your reference number

All online transfers must have your student number as your reference number

MODULE 1: MODULE 1: Principles of Marketing Principles of Marketing

CommunicationCommunication• Introduction & overviews• Macro-marketing• Micro-marketing• Segmentation, target

marketing and positioning

• Marketing research• Consumer behaviour• The marketing mix• Product

– Elements of product planning

– New product development

Distribution Promotion Advertising Personal selling Sales Promotion Public relations &

publicity Pricing objectives and

policies Examination

MODULE 2: MODULE 2: CommunicationCommunication

• Process of Human Communication

• Personal Perception• The verbal message• Listening• Conflict & Negotiation• Ethics & Communication• Relationships in Process

Interpersonal Communication

Intercultural Communication

Interviewing Small-Group

Communication Public Communication Organisational

Communication Mass Communication

MODULE 3: MODULE 3: Business Management Business Management

(Entrepreneurship)(Entrepreneurship)• An introduction to entrepreneurship

• Understanding concepts of franchising, Retailing, Multi-level marketing as well as the service industry

• Assessing business opportunities

• Creating a business plan• Introduction to

production planning process

• Managing an organisations labour force

Introduction to importance of Information technology

Financial record keeping

Stocks and inventory management

Different business forms and tax implications

Introduction to important legal issues

Introduction to sources of finance

Reading and interpretation of financial statements

MODULE 4: MODULE 4: Practice of MarketingPractice of Marketing

• Evolution of strategic marketing

• Functioning of strategic business units

• Macro environmental analysis

• Market/Industry analysis

• Customer management• Competitor analysis• Identification of

sustainable competitive advantage

• Competitive strategies

Life Cycle strategies Strategies for building

relationships with key stakeholders

Global strategies Strategic

management of marketing value-mix variables

Strategic marketing planning

Strategy implementation

Strategy evaluation and control

MODULE 5: MODULE 5: Principles of Marketing ResearchPrinciples of Marketing Research

• Introduction and review

• Marketing Research environments

• The Research Planning and Design Process

• Secondary Data Sources

• Primary Data Sources• Quantitative and

Qualitative Techniques

• Methodology

Survey Interviewing Experimental

Research Sampling Process Sample Size

Determination Concepts of

Measurement Measurement Scales Questionnaire Design Basic Data Analysis Ethical Issues Presenting Research

MODULE 6: MODULE 6: Integrated Marketing Integrated Marketing

CommunicationCommunication• The Integrated

Marketing Communication mix

• Principles of Communication

• Nature & Scope of Advertising

• Planning the Ad Campaign

• Advertising Creativity• Advertising Media• Principles & Practice

of Personal Selling

Principles & Practice of Sales Promotion

Principles & Practice of Direct Marketing

Principles & Practice of Public Relations

Principles & Practice of Sponsorship

Evaluating the Marketing Communication Efforts

MODULE 7: MODULE 7: Consumer & Buyer BehaviourConsumer & Buyer Behaviour

• Overview of consumer behaviour

• Applications to marketing communications

• Psychological forces• Motivation• Personality• Perception• Learning, memory and

product positioning

Attitudes Reference groups Family Cultures Social class Consumer decision-

making process and problem recognition

MODULE 8: MODULE 8: Marketing & Advertising Planning Marketing & Advertising Planning

ProcessProcess• Introduction – overview

of the MAP process• Current and global

marketing communication issues

• Marketing research basics

• Macro environmental analysis

• PEST environmental and analysis methodology:– Political– Ecnomic– Socio-cultural– Technological

Industry analysis Competitor Analysis Company environment

analysis (micro analysis)

GAP analysis Company resource

analysis Brand review SWOT and Key Issues

Analysis Setting company

objectives Understanding the

consumer

MODULE 8: MODULE 8: Marketing & Advertising Planning Marketing & Advertising Planning

ProcessProcess• Strategic thinking and

generating strategic alternatives

• Product• Price• Distribution• Process and systems• People• IMC (Integrated

Marketing Communications)

IMC (Integrated Marketing Communications) Advertising Personal selling Public relations (PR) Sponsorship Direct marketing

Selecting and implementing a single minded strategy

Forecasting and budgets

Valuation and control measures

MODULE 9: MODULE 9: Account ManagementAccount Management

Advertising continues to play a crucial role in society by both creating and reflecting consumers unique needs. The Account Management side of the module will give you the essential skills needed to thrive in an increasingly competitive economy driven by mass communication. It will play a role in enhancing your knowledge of client/agency relationships and give you a holistic view of the entire process.

MODULE 9: MODULE 9: Account Management (Elective)Account Management (Elective)

• How the Ad Agency works

• Ad Agency Systems• The role of Account

Management• Account Planning• Strategic Planning• Media Issues• Client brief to

approval

Creative brief to approval

Creative concept to completion (production)

Working with clients Growing the business Financial Management Your role in building

brands

MODULE 9: MODULE 9: Brand Management (Elective)Brand Management (Elective)

Strategic Brand incorporates the latest theory and practical applications of two key disciplines – brand management and account planning respectively.

Delegates will leave the course with the latest brand management knowledge and insights, which will aid them in staying on the leading edge of a continuously changing field.

MODULE 9: MODULE 9: Brand Management (Elective)Brand Management (Elective)

• Intro to brands and brand equity

• Brand choreography and brand contact

• Brand Management• A: Brand System • B: Branding Strategies • Brand elements and

Brand identity

C: Brand equity research and tracking

D: Brand leveraging E: Brands and the Law

Corporate branding Launching a new

brand Managing a brand in

the trade

Financial issues in brand management

MODULE 9: MODULE 9: Media Management (Elective) Media Management (Elective)

Media is the key to effectively reach your target market in the most dynamic way possible. The AAA Module in Media Management will provide participants with a thorough and comprehensive knowledge of all aspects of media, their special advantages and limitations and ultimately provide students with the knowledge to develop a full media plan for the agency / client.

MODULE 9: MODULE 9: Media ManagementMedia Management

• Developing a standpoint for media

• Media RSA• Defining the target

market• Concepts of media

planning • Media research • Reading computer runs • Television• Magazines• Radio• Outdoor• Cinema

The Internet Alternative media Creativity in media Thinking out of the

box Sponsorships Relationship

marketing Developing a strategy The media plan Reading rate cards Relationships and

Service Presentation skills