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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


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