2. AAA SCHOOL OF ADVERTISING PART TIME DIPLOMA IN MARKETING COMMUNICATION
2013
©Copyright to AAA School of Advertising (Pty) Ltd

3. CURRICULUM Duration 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

4. 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.

5. 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

6. ENROLMENT PROCEDURE
Complete attached Application Form & Enrolment Agreement
Attach a certified copy of your ID Document, Matric Certificate and Degree/Diploma (if applicable)
Fax to for attention ALISON ELLIOTT
50% of your enrolment fee is required upfront

7. ENROLMENT 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

8. MODULE 1: Principles of Marketing Communication
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

9. MODULE 2: Communication
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

10. MODULE 3: Business Management (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

11. MODULE 4: Practice 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

12. MODULE 5: Principles 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

13. MODULE 6: Integrated Marketing Communication
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

14. MODULE 7: Consumer & 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

15. MODULE 8: Marketing & Advertising Planning Process
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

16. MODULE 8: Marketing & Advertising Planning Process
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

17. MODULE 9: Account 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.

18. MODULE 9: 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

19. MODULE 9: 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.

20. MODULE 9: 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

21. MODULE 9: 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.

22. MODULE 9: Media 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