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 CommunicationAAA Module in CommunicationAAA Module in Business ManagementAAA Module in Practice of MarketingAAA Module in Principles of Marketing ResearchAAA Module in Integrated Marketing CommunicationAAA Module in Consumer & Buyer BehaviourAAA 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 basisSuccessful 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 PROCEDUREComplete attached Application Form & Enrolment AgreementAttach a certified copy of your ID Document, Matric Certificate and Degree/Diploma (if applicable)Fax to for attention ALISON ELLIOTT50% of your enrolment fee is required upfront
7 ENROLMENT PROCEDUREUpon acceptance you will be notified and issued with an invoiceAll cheques to be made payable to the AAA School of Advertising – please use your student number as your reference numberAll online transfers must have your student number as your reference number
8 MODULE 1: Principles of Marketing Communication Introduction & overviewsMacro-marketingMicro-marketingSegmentation, target marketing and positioningMarketing researchConsumer behaviourThe marketing mixProductElements of product planningNew product developmentDistributionPromotionAdvertisingPersonal sellingSales PromotionPublic relations & publicityPricing objectives and policiesExamination
9 MODULE 2: Communication Process of Human CommunicationPersonal PerceptionThe verbal messageListeningConflict & NegotiationEthics & CommunicationRelationships in ProcessInterpersonal CommunicationIntercultural CommunicationInterviewingSmall-Group CommunicationPublic CommunicationOrganisational CommunicationMass Communication
10 MODULE 3: Business Management (Entrepreneurship) An introduction to entrepreneurshipUnderstanding concepts of franchising, Retailing, Multi-level marketing as well as the service industryAssessing business opportunitiesCreating a business planIntroduction to production planning processManaging an organisations labour forceIntroduction to importance of Information technologyFinancial record keepingStocks and inventory managementDifferent business forms and tax implicationsIntroduction to important legal issuesIntroduction to sources of financeReading and interpretation of financial statements
11 MODULE 4: Practice of Marketing Evolution of strategic marketingFunctioning of strategic business unitsMacro environmental analysisMarket/Industry analysisCustomer managementCompetitor analysisIdentification of sustainable competitive advantageCompetitive strategiesLife Cycle strategiesStrategies for building relationships with key stakeholdersGlobal strategiesStrategic management of marketing value-mix variablesStrategic marketing planningStrategy implementationStrategy evaluation and control
12 MODULE 5: Principles of Marketing Research Introduction and reviewMarketing Research environmentsThe Research Planning and Design ProcessSecondary Data SourcesPrimary Data SourcesQuantitative and Qualitative TechniquesMethodologySurvey InterviewingExperimental ResearchSampling ProcessSample Size DeterminationConcepts of MeasurementMeasurement ScalesQuestionnaire DesignBasic Data AnalysisEthical IssuesPresenting Research
13 MODULE 6: Integrated Marketing Communication The Integrated Marketing Communication mixPrinciples of CommunicationNature & Scope of AdvertisingPlanning the Ad CampaignAdvertising CreativityAdvertising MediaPrinciples & Practice of Personal SellingPrinciples & Practice of Sales PromotionPrinciples & Practice of Direct MarketingPrinciples & Practice of Public RelationsPrinciples & Practice of SponsorshipEvaluating the Marketing Communication Efforts
14 MODULE 7: Consumer & Buyer Behaviour Overview of consumer behaviourApplications to marketing communicationsPsychological forcesMotivationPersonalityPerceptionLearning, memory and product positioningAttitudesReference groupsFamilyCulturesSocial classConsumer decision-making process and problem recognition
15 MODULE 8: Marketing & Advertising Planning Process Introduction – overview of the MAP processCurrent and global marketing communication issuesMarketing research basicsMacro environmental analysisPEST environmental and analysis methodology:PoliticalEcnomicSocio-culturalTechnologicalIndustry analysisCompetitor AnalysisCompany environment analysis (micro analysis)GAP analysisCompany resource analysisBrand reviewSWOT and Key Issues AnalysisSetting company objectivesUnderstanding the consumer
16 MODULE 8: Marketing & Advertising Planning Process Strategic thinking and generating strategic alternativesProductPriceDistributionProcess and systemsPeopleIMC (Integrated Marketing Communications)IMC (Integrated Marketing Communications)AdvertisingPersonal sellingPublic relations (PR)SponsorshipDirect marketingSelecting and implementing a single minded strategyForecasting and budgetsValuation 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 worksAd Agency SystemsThe role of Account ManagementAccount PlanningStrategic PlanningMedia IssuesClient brief to approvalCreative brief to approvalCreative concept to completion (production)Working with clientsGrowing the businessFinancial ManagementYour 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 equityBrand choreography and brand contactBrand ManagementA: Brand SystemB: Branding StrategiesBrand elements and Brand identityC: Brand equity research and trackingD: Brand leveragingE: Brands and the LawCorporate brandingLaunching a new brandManaging a brand in thetradeFinancial 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 mediaMedia RSADefining the target marketConcepts of media planningMedia researchReading computer runsTelevisionMagazinesRadioOutdoorCinemaThe InternetAlternative mediaCreativity in mediaThinking out of the boxSponsorshipsRelationship marketingDeveloping a strategyThe media planReading rate cardsRelationships and ServicePresentation skills