Marketing Communication The Marketing Association Of Australia And New Zealand

Hi my name is Bill and I found I had enough of the irregular time at uni and the administrative nonsense that seemed more important than helping me to learn. So I have been trying the MAANZ course.

Bill
Sydney

I would like to thank MAANZ for their outstanding learning resources. Your online courses have helped me refresh my skills, learn new skills and formalise skills that I have learnt "on the job". The MXpress courses provide people with an affordable and flexible means for pursuing further study. The course material is of an exceptional standard. I found it interesting to read, useful and relevant. I would also like to thank MAANZ for their support and exemplary customer service.

Darren Tollemache
Kingsford

Excellent and truly useful notes on marketing planning. Very good value!

Bianca Young
Perth

A Regional Association with a Global Perspective

» Education, Training and Development » Marketing Courses - MXpress » MXpress Courses by Subject » Marketing Communication


Writing Persuasive Copy	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 14 Pages of Reference Notes highlighting the following: Elements Of a Print Advertisement; Headlines; Illustrations; Body Copy; Slogans, Trade Characters, Seals, and other marks; Slogans; Trade Characters; Logotypes; Kinds Of Advertising Copy; The Persuasion Process; The Advertising Campaign; Hints On Headline Writing; Writing The Copy; Getting The Facts; The Consumer Viewpoint;

Introduction to Public Relations	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 15 Pages of Reference Notes highlighting the following: Public Relations; The Definition Of Pr; Structure; The Process Of Public Relations; Establishing A Pr Plan; Developing And Executing The Pr Program; Determining Relevant Target Audiences; Ten Questions To Evaluate Public Relations Plans; The Media; Community Involvement; Advantages And Disadvantages Of Pr; Publicity; The Power Of Publicity; The Control And Dissemination Of Publicity; Advantages And Disadvantages Of Publicity; Accuracy;

Communicating Value	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 17 Pages of Reference Notes highlighting the following: Marketing Communication for Service Offers; Services and Marketing Communication; Service buyer behaviour considerations; The three basic types of perceived risk; The Tools of Services Promotion; Web based communication; Word of mouth; Generating Publicity; Marketing Communication Objectives; Mis-targeted Communications; Networking; Message and Presentation; Message Evaluation; Creating Better Brochures, Fliers and Leaflets; Communications Tips for Service Marketers

The Creative Idea	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: Creative Strategy Sequence: The Creative Idea: The Importance of Creative Ideas; Creative Idea Defined; How are You Going to Persuade 'Them? Theory Of Random Creativity; Variability of Hit Rate; Long-Term Management of Creativity For The Brand

Changing Benefit-Based Attitudes	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 15 Pages of Reference Notes highlighting the following: Changing Benefit-Based Attitudes; Attitude Components And Measurement; Direct Measures Of Overall Attitude; Overall Attitude As An Objective; Importance Of Attributes; Identifying Important Attributes; Rating, Ranking, And Conjoint Analysis; Leverage And Determinant Attributes; Multiattribute Attitude Models; Evaluative Belief Models Of Cognitive Structure; Other Attitude Models; Noncompensatory Models; Category Evaluation Models; Segmentation Using Attitude Structure

Advertising and Creativity	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 12 Pages of Reference Notes highlighting the following: The Importance Of Creativity In Advertising; Advertising Creativity; What Is Creativity?; Different Perspectives on Advertising Creativity; Planning Creative Strategy; The Creative Challenge; Taking Creative Risks; Creative Personnel; The Creative Process; Inputs to the Creative Process:; Background Research; Product - Specific Research; Qualitative Research Input; Inputs to the Creative Process:; Verification, Revision; Creative Strategy Development; Copy Platform; Copy platform outline; Advertising Campaigns; The Search for the Major Selling Idea; Unique Selling Proposition; Creating A Brand Image; Finding The Inherent Drama; Positioning;

Promotion and Services	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 15 Pages of Reference Notes highlighting the following: Promotional Objectives: Differences in Promoting Services; Differences due to the Characteristics of Service Industries; Lack of Marketing Orientation; Professional and Ethical Constraints; Small Scale of Many Service Operations; Nature of Competition and Market Conditions; Limited View of Promotion Methods Available; Differences Due to the Characteristics of Services; Consumer Attitudes; Needs and Motives for Purchase; Services Buying Process; Guidelines for Improving the Promotion of Services; Advertising; Personal Selling; Publicity;

Communication and Persuasion	AUD $50.00 Member price AUD $45.00

Communication and Persuasive Writing Full Power Point Lecture plus 15 Pages of Reference Notes highlighting the following: The Basics Of Communication; Receiver; Media; Message; Sender; Theories of Communication; Two-Step Flow Theory; Media Uses and Gratification; Cognitive Dissonance; Media Effects; Framing; Diffusion and Adoption; Hierarchy-of-Needs Theory; Applying Theory to Practice; Professional Tips Effective Communication; Persuasive Writing; Behavior.; Audience Analysis; Source Credibility; Appeal to Self-interest; Clarity of the Message; Timing and Context; Symbols, Slogans, and Acronyms; Semantics; Suggestions for Action; Content and Structure; Professional Tips Persuasion by Repetition;

Communication for the Online Environment	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: The Communication Process Model; The Adapted Communication Model for E-Business Marketing; Message Research Model; Positioning Advertising Copy-testing (PACT); Electronic Catalogues and Other Market Mechanisms; Electronic catalogues can be classified according to three dimensions; Communication Strategy and the Value Bubble Model; Five Elements of the Value Bubble; Applying the Value Bubble; The Big Show Site Strategy;

Evaluating IMC Plan Effectiveness	AUD $50.00 Member price AUD $45.00

Evaluating Marketing Communications Full Power Point Lecture notes plus 8 Pages of Reference Notes Good Evaluation Starts With A Good Brief; Allocate Time And Money For Evaluation; Think About Evaluation Right From The Start; Tailor Your Measurement; Collect Good Data On Media Exposure; Use Tracking for Diagnosis, Not For Evaluation; Direct Response Data Do Not Give the Whole Picture; Sales Data Are the Key to Measuring Effectiveness; Evaluate For Long-Run Profit, Not Short-Term Volume; Devote Time and Money to Analysis, Not Just To Data; Aim to Measure Total Incremental Sales; Build Tests and Controls Into The Marketing Plan; Look For Correlations Between Media Exposure And Sales; Account For The Other Factors That Affect Sales; Econometrics; Measure Interactions Between Channels; Effects Beyond Sales Volume; the Effect On Profit; Tracking; Google Analytics; StatCounter; ClickTracks; Forecasting Campaign Impact

Introduction to Marketing Communication Management	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 18 Pages of Reference Notes highlighting the following: Public Relations - The Broad Picture To Be Communicated; Personal Selling; Sales Promotion; Direct Marketing; Media; How Elements Are Combined In Campaigns; Promotional Management; Promotional Strategy; The Promotional Planning Process; Review Of The Marketing Plan; Promotional Program Situation Analysis; Analysis Of The Communications Process; Areas Covered In The Situation Analysis; Budget Determination; Developing The Integrated Marketing Communications Program; Monitoring, Evaluation, And Control

Behaviour in Marketing Communication	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 15 Pages of Reference Notes highlighting the following: Understanding Buyer Motivation: Key Characteristics Of Motivation; Key Characteristics Of Buyer Motivation; Major Components Of Buyer Motivation; Overt And Hidden Motives; Multiple Motives, Multiple Acts; Why Do People Shop? Hidden Motives And The Unconscious Mind; Hidden Motives And Marketing Research; Freud's Psychoanalytic Theory; Tension Reduction Drives Buyer Behaviour; Internal And External Forces Impact Motivation; Buyer Motivation Has Valence; Buyers Are Motivated To Achieve Goals; Buyers Have A Thirst For Variety; Buyer Motivation Reflects Individual Differences; Buyers Desire Order In Their World; Buyers Are Guided By The Need Hierarchy; Maslow's Need Hierarchy

Developing the Marketing Communications Plan	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: The Marketing Communications Plan; Key Steps in MC planning process; Brand and Product Decisions; Brands in Marketing Communication; Marketing Communication and the Brand Promise; Enhancing brand equity; Characteristics of successful brands; Price Decisions; Relating price to promotion; Distribution Channel Decisions; Undertaking an MC Analysis; MC Situation Analysis; Areas covered in the situation analysis; Competitive Analysis; Identifying competitors; Assessing buyers ' perceptions of competitors; Determining competitors' positions; Analysing the buyers ' preferences; Making the positioning decision; Segmenting and Targeting for Marketing Communication; Identifying a target segment - the proposed audience for a message; Segmentation Strategies; Bases for segmentation; Creating segmentation profiles; Media and message dimensions of targeting; Determining the positioning strategy; Brand Relationships; Creating the Marketing Communication Plan; Marketing Communication objectives versus Marketing objectives; Sales objectives Versus Marketing communication objectives; Measurement and evaluation of results; Communication effects pyramid; DAGMAR - An approach to setting objectives 20-30 pages of notes (plus PowerPoint presentation)

The Communication Process	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture notes plus 15 Pages of Reference Notes The Difference Between Media and Vehicles; Media Planning; The Role of Media Planners; Classes of Media; Traditional versus Non-Traditional Media; Specialised Media; Traditional Media (Mass Media); General Procedures in Planning Media; Principles of Selecting Media Vehicles; Media Plans Are Custom Tailored; Problems in Media Planning; Media Proliferation; Insufficient Media Data; Time Pressures; External Influences on Media Decisions; The Pressure to Produce Creative Media Plans.; Institutional influences on Media Decisions.; Lack of Objectivity; Measuring Advertising Effectiveness;

Persuasion in Marketing Communications	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 40 Pages of Reference Notes highlighting the following: Persuasive Writing; The Basics of Communication; Forms of Communication; The Communication Process; Audience – Receivers; Media; The Message; The Sender; Communication Barriers; Theories of Communication; Applying Theory to Practice; Tailoring Messages to Lifestyles; Guidelines for Effective, Persuasive Communication; Persuasive Writing; A Behavioural Communication Model; Audience Analysis; Source Credibility; Appeal to Self-interest; Appeals That Move People to Act; Clarity of the Message; Timing and Context; Symbols, Slogans, and Acronyms; Semantics; Suggestions for Action; Content and Structure; Persuasion by Repetition; The Ethics of Persuasion; Objectives of Sales Promotion; Practical Techniques of Creating Persuasive Writing; How To Write A Creative Brief; How to Evaluate Creative Work; Creative Evaluation Checklist; Key Copywriting and Layout Formula; Identifying Brand Image; Signposts to Better Creative Work; How Original Should You Be? How Long Should a Communication Be? How Should You Begin? How To Tell If You've Written Good Copy; Check Lists.

Marketing Communication - Goals, Objectives and Budgets	AUD $75.00 Member price AUD $67.50

Marketing Communication - Goals, Objectives and Budgets Full Power Point Lecture notes plus 28 Pages of Reference Notes The Value Of Objectives; Communications; Setting Communication Objectives; Planning And Decision Making; Measurement And Evaluation Of Results; Determining Promotional Objectives; Marketing Versus Communications Objectives; Sales Versus Communications Objectives; Sales-Oriented Objectives; Problems With Sales Objectives; Where Sales Objectives Are Appropriate; Communications Objectives; Communications Effects Pyramid; Problems With Communications Objectives; Dagmar: An Approach To Setting Objectives; Characteristics Of Objectives; Concrete, Measurable Tasks; Target Audience; Benchmark And Degree Of Change Sought; Specified Time Period; Assessment Of Dagmar; Criticisms Of Dagmar; Problems In Setting Objectives; Improving Promotional Planners' Use Of Objectives; Setting Objectives For The Imc Program; Establishing And Allocating The Promotional Budget; Establishing The Budget; Theoretical Foundations Of The Outlay Problem; Traditional Appropriation Approaches; Arbitrary Allocation; Percentage Of Sales; Return On Investment; Competitive Parity; All You Can Afford; Objective And Task; Conclusions On Determining The Appropriation; Implementing The Objective-And-Task Approach; Isolation Of Objectives; Expenditure Estimation Through Build-Up Analysis; Advertising And Public Relations; Direct Selling Costs; Comparison Against Industry Percentage-Of-Sales Guidelines; Comparison Against Projected Percentage Of Future Sales; Payout Planning; Modification Of Estimates In Terms Of Company Policies; Specification Of When Expenditures Will Be Made; Building In Flexibility; Payout Planning; Estimation Of Share Objectives; Assessment Of Needed Trade Inventories; Determination Of Needed Expenditures; Additional Factors In Budget Setting; Summary Of Budgeting Methods; Allocating The Budget; Allocating To Advertising And Promotion Elements; Client/Agency Policies; Market Size; Market Potential; Market Share Goals; Economies Of Scale In Advertising; Organisational Characteristics

Marketing Communication - Measuring Effectiveness	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture notes plus 25 Pages of Reference Notes Measuring Effectiveness; Arguments For And Against Measuring Effectiveness; Reasons to Measure Effectiveness; Reasons Not to Measure Effectiveness; Conducting Research To Measure Advertising Effectiveness; What to Test; Source Factors; Message Variables; Media Strategies; Budgeting Decisions; When to Test; Pre-testing; Post-testing; Where to Test; Laboratory Tests; Field Tests; How to Test; Positioning Advertising Copy Testing (PACT); The Testing Process; Concept Generation and Testing; Concept testing; Weaknesses associated with focus group research; Rough Art, Copy, and Commercial Testing; Consumer Juries; Questions asked in a consumer jury test; Pre-testing of Finished Ads; Pre-testing Finished Print Messages; Portfolio Tests; Dummy Advertising Vehicles; Pre-testing Finished Broadcast Ads; Theatre Tests; On-Air Tests; Physiological Measures; Eye movement research; Market Testing of Ads; Pos-tests Of Print Ads; Inquiry Tests; The Starch Readership Report; Recognition Tests; Recall Tests; Post-Tests Of Broadcast Commercials; Day-After Recall Tests; ASI Market Research day-after recall test; Test Marketing; Single-Source Tracking Studies; Tracking Print and Broadcast Ads; Factors that make or break tracking studies; Establishing a Program For Measuring Advertising Effects; Problems with Current Research Methods; Essentials of Effective Testing; Measuring The Effectiveness Of Other Program; Elements; Measuring the Effectiveness of Sales Promotions; Measuring the Effectiveness of Non-traditional Media; Measuring the Effectiveness of Sponsorships; Eight steps to measuring event sponsorship; Measuring the Effectiveness of other Promotional Program Elements;

Marketing Communication - The Message	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture notes plus 16 Pages of Reference Notes Appeals and Execution Styles; Informational/Rational Appeals; Emotional Appeals; Combining Rational And Emotional Appeals; Additional Types Of Appeals; Advertising Execution; Straight Sell Or Factual Message; Scientific/Technical Evidence; Demonstration; Comparison; Testimonial; Slice Of Life; Animation; Personality Symbol; Fantasy; Dramatisation; Humour; Combinations; Creative Tactics; Creative Tactics for Print Advertising; Headlines; Types of Headlines; Subheads; Body Copy; Visual Elements; Layout; Creative Tactics for Television; Video; Audio; Planning And Production Of TV Commercials; Planning the Commercial; Production; Client Evaluation And Approval Of Creative Work; Guidelines for Evaluating Creative Output;

Developing a Creative Strategy	AUD $75.00 Member price AUD $67.50

20-30 pages of notes (plus PowerPoint presentation)

Communications, Database Marketing, and Media Planning	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture notes plus 25 Pages of Reference Notes Integrated Marketing Communications; Dimensions of integrated marketing communications; How Media Planning Fits into Integrated Marketing Communications; The Driving Force behind Integration; Implications of Integrated Marketing Communications for Media Planning; The Difference Between Media and Vehicles; Media Planning; The Role of Media Planners; Classes of Media; Traditional versus Non-Traditional Media; Specialised Media; Traditional Media (Mass Media); General Procedures in Planning Media; Principles of Selecting Media Vehicles; Media Plans Are Custom Tailored; Problems in Media Planning; Media Proliferation; Insufficient Media Data; Time Pressures; External Influences on Media Decisions; Institutional influences on Media Decisions.; Lack of Objectivity; Measuring Advertising Effectiveness;

Promotion and Persuasion	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 15 Pages of Reference Notes highlighting the following- Source Factors; Source Credibility; Applying Expertise; Trustworthiness; Corporate Leaders As Spokespeople; Limitations Of Credible Sources; Applying Similarity; Understanding The Meaning Of Celebrity Endorsers; Applying Likability: Decorative Models; Message Factors; Order Of Presentation; Conclusion Drawing; Message Sidedness; Refutation; Verbal Versus Visual Messages; Comparative Advertising; Fear Appeals; Humour Appeals; Channel Factors; Effects Of Alternative Mass Media; Differences In Information Processing; Effects of Context and Environment;

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