Marketing Foundations

Course CodeVBS109
Fee CodeS2
Duration (approx)100 hours
QualificationStatement of Attainment

Learn the fundamentals of marketing - for anything!

The world of marketing is exciting, with the concepts and tools transferrable across so many different businesses and sectors that the scope for careers is extremely broad. This course has been designed to give you:

  • An understanding of the marketing world
  • Tools to support decision making
  • Ways in which goods and services can be developed 
  • Ideas and suggestions for methods to promote products
  • Confidence in decision making within marketing

This course doesn't require prior knowledge and has been designed for:

  • Business managers wanting to understand the role of marketing 
  • Business owners 
  • Supervisors seeking to expand their skills to support promotion
  • Anyone interested in a career in marketing

Enrol now, and see where marketing can take you!

    Lesson Structure

    There are 10 lessons in this course:

    1. 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).
    2. Scope of Marketing Understanding basic economics (eg. supply & demand); the difference between the potential market, available market, target market, and penetrated market for a product/service of your choice; Different advertising approaches, Controlling Growth, Improving Results in Business, etc
    3. 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
    4. The Marketing Mix and Managing the Marketing Effort Product, price, place, and promotion; Affects and interactions between marketing and other operations of a business.
    5. Product Presentation and Packaging Importance of product knowledge, Core, tangible and augmented products; Differences in packaging & presentation for different products.
    6. 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
    7. Product Pricing and Distribution Pricing, Profitability Ratios, Increasing Turnover, etc
    8. 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
    9. Market Research The research process, What to research, Surveys, Developing and conducting a market research program, where to find useful statistics,
    10. Organisations - Structures and Roles Business law; Financial Management, Business Structures, Business terminology, etc.


    • 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.

    What Does Marketing Involve?

    1. Packaging and presenting the goods or services.
    2. Making contact with the person you are selling to.
    3. Communication ‑ ensuring they understand about the goods or services.
    4. Convincing ‑ presenting the "product" in a way which favours you achieving the result you are aiming for.
    5. Follow-up ‑ ensuring the "buyer" is satisfied with what they get (in the long term).

    Sales can be made by people who are good at b. and d. but poor at a., c. and e. Sales of this kind might be good selling, but they are poor marketing. In the long term, this type of operator is not likely to be successful.

    The success or failure of marketing MUST relate to the relationship between supply and demand: Supply being the quantity of a good or service available; demand being how much it is wanted.

    • If supply is low and demand is high, then marketing is easy (because there is no or little competition).
    • If supply is high and demand low then marketing can be very difficult.

    To become a successful at marketer you must know:

    • What the customer wants or needs. You may sell a customer what he or she thinks they need, but does not really need. When the customer decides they don’t really want what they bought, you may lose the chance of the customer returning to buy again!
    • How to communicate successfully with the customer. This involves knowing where and how to advertise; how to speak properly, how to read a person's mannerisms (voice and body language) etc.
    • Potential that exists for new products or services.
    • Changes likely to occur in demand for goods and services.

    How Do You Start a Career in Marketing?

    Your marketing career will start when you learn how to get noticed!
    Some people start at the top, after studying a university degree in marketing; but many others study for years only to find they are overqualified and under experienced for most of the jobs on offer.
    For most successful marketing professionals; the start comes through a balanced combination of learning and  experience.
    You might start as a sales assistant (eg. in retail); and study a course such as this; then move on to become a marketing assistant. Over time, with further experience, and more study, your skills and knowledge can grow, and opportunities to advance can present.
    Marketing assistants will support the marketing manager to work on marketing campaigns for products and services.  They will be involved in attending events, drafting press releases, informing clients and organising events to promote products and services. The marketing assistant role will include:
    • Writing press releases
    • Organising market research
    • Organising promotional events
    • Assessing how promotional events went
    • Assessing the results of marketing campaigns
    • Writing reports and analysing data
    • Working to drive traffic on web-related campaigns
    • Communicating with clients
    • Writing marketing content
    • Writing online marketing content
    You must be keen, willing to learn and able to work to tight deadlines.
    Marketing assistants are not doing a 9–5 job at their desk, so it can be exciting and a challenge.   They may be office based, but will often be involved in visiting clients, attending photo shoots, trade shows and exhibitions.
    Being a marketing assistant is a good way to learn the ropes and can lead to marketing management.  In marketing, employers and clients are more interested in a person’s track record in marketing, success rates, commitment, and so on. Therefore, starting out as a marketing assistant is a good way to move into management.
    The role of marketing assistant is a challenging one and has a lot of variety. Being a good team player is also important as you will be working with a marketing team.
    Risks and Challenges
    You may be required to work additional hours when a new campaign is starting or launched. You may also be required to travel to attend trade shows, conferences and so on.
    Clients and employers want their marketing campaigns to be successful, so there can be a lot of pressure to ensure that marketing works well. There will also be menial tasks, such as photocopying, fetching coffees and so on - particularly at first.
    How to become a Marketing Assistant
    There is no particular training required to be a marketing assistant, but studying marketing skills, marketing studies or marketing psychology can demonstrate to employers that you are willing to learn and are interested in marketing. Any relevant experience on top of that, will make you even more attractive to employers.

    Getting a job can be influenced as much by personality, communication skills and attitude; as by qualifications and experience. Employers look for marketing staff who are a complete and balanced package; who impress them. If you cannot sell yourself to a potential employer; that employer is likely to think you will not be capable of effectively marketing their products.


    There are lots of reasons why you should sign up to do this course with us, including:

    • The course is detailed to ensure that you have the level of knowledge required to apply the practices in the work place helping to find ways to develop the business
    • Within each lesson you have the opportunity to apply your learning to activities which enables you to practice different concepts and expand your own research in areas of interest
    • Knowledge of these key marketing areas will enable you to stand out from other applicants when it comes to applying for jobs, it will also give you greater confidence
    • Having the knowledge of different marketing techniques will enable you to work in many different sectors and business types, giving you flexibility now and in the future
    • Our subject specialist tutors will be there to support you throughout your course, they are only too happy to share their industry knowledge and experience with you
    • When studying with us you set your own deadlines, meaning you study at your own pace enabling it to fit around other commitments


    You can enrol on the course now, but if you have any questions about the content of the course or studying with ACS, then please get in touch with us today - use our FREE COURSE COUNSELLING SERVICE to get in touch with our expert tutors. They will be pleased to help you!

    Meet some Of our academics

    John Mason

    John Mason is one of Australia's most prolific writers. He saw his first work published when at secondary school, where he worked on the school magazine. In 1973 he was writing a weekly column for his local newspaper and by 1975 he was a regular contributor to Australia's national magazine "Your Garden". John was engaged by Victoria's Dept of Youth, Sport and Recreation to write a book on Fun and Fitness Trails in 1978. In 1981 he saw two more books published (one in America, another in Australia), and commenced writing regularly for the Self Sufficiency Magazine, Grass Roots. John is a long term member of the Australian Society of Authors, the Garden Media Guild (UK) and the Horticultural Media Association (Australia). He has written or contributed to over 100 books, many published by international publishers and published more than 2,000 articles across a range of genres (Gardening, Education, Business, Farming, Fitness). In addition, John has contributed to and overseen the development of more than 600 distance education courses which encompass around 20 million words. He has been an avid photographer for 40 years, building a collection of over 100,000 images, which are used to illustrate his work. His marine animal photos are even used by Legoland in England, on their Atlantis ride! Writer, Manager, Teacher and Businessman with over 40 years interenational experience covering Education, Publishing, Leisure Management, Education, and Horticulture. He has extensive experience both as a public servant, and as a small business owner. John is a well respected member of many professional associations, and author of over seventy books and of over two thousand magazine articles.

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