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Marketing Foundations
Course Code VBS109 Fee Code S2 Duration (approx) 100 hours Qualification Statement of Attainment
Develop a Foundation in Marketing Methods.
Understand how products and services are promoted, sold and distributed; and along the way, gain skills that are highly prized in both private and public enterprise.
Marketing is the cornerstone of most modern businesses. Lack of marketing knowledge is frequently the reason why a good business concept does not succeed. This course deals with all aspects of marketing from presentation and packaging, to advertizing and selling, developing in you an acute awareness of what is needed to achieve and maintain a good market share.
Lesson Structure
There are 10 lessons in this course:
Marketing and the Business
What is marketing, and its significance
Considering alternative approaches to business and marketing
Alternative enterprises (eg. goods or services based, sole proprietor or partnership etc).
Scope of Marketing Understanding basic economics (eg. supply & demand)
the difference between the potential market
available market
target market
penetrated market for a product/service of your choice
Different advertising approaches
Controlling Growth
Improving Results in Business, etc
Target Marketing
Understanding the market place
Stages that sellers move through in their approach to a market
What is targeting
Advantages of target marketing as compared to mass marketing and product-differentiated marketing
The Marketing Mix and Managing the Marketing Effort Product
price
place
promotion
Affects and interactions between marketing and other operations of a business.
Product Presentation and Packaging Importance of product knowledge
Core, tangible and augmented products
Differences in packaging & presentation for different products.
Promotion Communication skills
Merchandising
Shop Floor Layout
Displaying Products
Signs
Understanding Selling and Increasing Sales
Sales Methods
Publicity Marketing
Structuring an Advertisement or Promotion
Advertising budgets, etc
Product Pricing and Distribution Pricing
Profitability Ratios
Increasing Turnover, etc
Customer Service Methods of assessing customer satisfaction
Significance of Customer Service
Different types of customers in the market place and how best to approach each
Difference between selling, publicising, marketing and advertising, etc
Market Research
The research process
What to research
Surveys
Developing and conducting a market research program
Where to find useful statistics,
Organisations
Structures and Roles
Business law
Financial Management
Business Structures
Business terminology, etc.
Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.
Aims
Discuss the role of marketing in different enterprises.
Describe the scope of marketing in different enterprises.
Define the target market for a product or service.
Determine and manage an appropriate mix of marketing activities for a small enterprise or marketing campaign.
Evaluate the presentation (including packaging) of a product or service.
Determine an effective approach to promoting a product or service.
Compare options for distribution and determine an appropriate price for a product or service.
Evaluate customer service.
Conduct relevant market research.
Consider the impact of internal and external organisation's (including legal authorities) upon the marketing activities of an enterprise.
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