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©Copyright to AAA School of Advertising (Pty) Ltd
AAA SCHOOL OF AAA SCHOOL OF ADVERTISINGADVERTISING
PART TIME DIPLOMA IN PART TIME DIPLOMA IN MARKETING MARKETING
COMMUNICATIONCOMMUNICATION
2011
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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
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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.
©Copyright to AAA School of Advertising (Pty) Ltd
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
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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
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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
©Copyright to AAA School of Advertising (Pty) Ltd
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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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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.
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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
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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.
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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