What You'll Learn
Our Marketing Communications course consists of 13 easy-to-follow lessons. Each online marketing training lesson introduces you to essential marketing communication concepts, following by challenging practice exercises to help reinforce key topics such as…
- Characteristics of a successful campaign
- Marketing, economic, communications and societal implications of advertising
- Dynamics of consumer behavior
- Identifying target markets
- Integrating advertising in the marketing plan
Lesson 1: Learning at Ashworth
Lesson 2: Concepts in Small Business and Self-Employment
The goals and values of Ashworth College; time management; creating a realistic weekly and monthly study schedule; the nature and purpose of assessments; how to study effectively to prepare for and take an online examination; developing the skill sets necessary for success in the twenty-first century.
Lesson 3: Introduction to Advertising
Evaluating your business idea; setting yourself apart from the competition; market testing; investment funding and donation funding; qualities of an entrepreneur; crowdfunding and angel investors.
Lesson 4: Advertising and the Marketing Process
Characteristics of a successful campaign; the marketing, economic, communications and societal implications of advertising; roles of the agency, vendor, media and audience; the evolution of advertising; implications of the global marketplace; niche marketing; interactive advertising.
Lesson 5: The Consumer Audience
The marketing, economic, communications and societal implications of advertising; roles of the agency, vendor, media and audience; the evolution of advertising; implications of the global marketplace; niche marketing; interactive advertising. What is marketing? the role of advertising in the marketing plan; consumer, business-to-business, industrial, institutional, and reseller markets; the marketing mix; market segmentation; producer-to-consumer distribution channels; ad agency structure and function.
Lesson 6: Strategic Planning
The dynamics of consumer behavior; identifying target markets; cultural, social and psychological factors that influence buying behavior; core consumer values; the buying decision process.
Lesson 7: Corporations and Consumers
Elements of integrated marketing campaigns; stakeholder audiences; situation analysis; concept testing; the message strategy; the media plan; developing and executing components of the campaign; advertising research; evaluating a campaign to gauge its effectiveness.
Lesson 8: The IMC Foundation
Components of the IMC plan; the importance of communications; promoting a corporate image; corporate names and logos; branding; brand equity; packaging; brand extensions and flanker brands; co-branding; private brands; positioning; consumer modeling; the purchase decision; the consumer buying environment; changing trends.
Lesson 9: Advertising Management
Types of business consumers; business buying centers; the business-to-business buying process; dual channel marketing; 21st century trends; promotional opportunity analysis; communication market analysis; establishing marketing communications objectives; the communications budget; types of budgets; market segmentation by consumer and business-to-business groups.
Lesson 10: Advertising Design and Media Selection
The role of advertising in the IMC process; choosing an ad agency; advertising planning and research; the roles of account executives and creatives; campaign management; communication and advertising objectives; media selection; the creative brief; advertising theory and appeals; the structure of an advertisement.
Lesson 11: Trade and Consumer Promotions
The four types of messaging strategies; the eight major executional frameworks; selecting and using a spokesperson; principles of effective advertising; the media planning process; advertising in different media; media selection for B2B and international markets.
Lesson 12: Personal Selling and Public Relations
Types of trade promotions: allowances, contests, incentives, training programs, vendor support programs, trade shows, specialty advertising and point-of-purchase advertising; meeting trade promotion objectives; coupons premiums; contests and sweepstakes; refunds and rebates; sampling; bonus packs; price-offs; planning for consumer promotions.
Lesson 13: The Top of the IMC Pyramid
Retail sales; retail sales presentations; buyer-seller relationships; managing the business-to-business selling process; new trends in business-to-business personal selling; personal
selling in international markets; database marketing; direct marketing; permission marketing; the public relations department and its function; types of stakeholders; damage control; social responsibility; the FTC; regulating marketing communications; sponsorship and event marketing.
Marketing on the Internet; e-commerce; international e-commerce; IMC and the Internet; direct marketing on the Internet; viral marketing; marketing entrepreneurial and small business ventures; starting a company; the market analysis; finding customers; advertising small business; making customers advocates; evaluating the marketing message, public relations activities and the overall IMC program; recognition tests; behavioral evaluations.
Close Curriculum Details
What You Get
Complete our marketing training online on your terms. Start on your schedule, study when and where it’s convenient and ask for assistance if you need it. We’ve removed the obstacles so you can make fast progress!
Carefully chosen Marketing Communicatons course content blends important theoretical concepts with real-world application to ensure your online marketing training will be an asset on the job. Your tuition includes:
- Comprehensive marketing textbook & study guides
- Open-book, online exams
- Dedicated academic support and tutoring
- Career search and time management guides
- Participation in the Student Community
- Career Services powered by CareerBuilder®
At graduation you’ll receive your personalized diploma and you may attend our annual graduation ceremony. You’ll be proud knowing you received your marketing training online from an accredited college. It will be an impressive addition to your resume.
Marketing Communications professionals are in-demand. Start training today. Speak with an Admissions Advisor at 1-800-957-5412 or enroll online now.