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Certificate IV in Marketing

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  • Objectives
    This course is focused on gaining a sound grounding in marketing concepts before progressing to the diploma level in the next stage of the course. Students will develop skills in research and analysing data, better understand the profile of consumers and their behaviour and undertake market research. Other business skills such as project management will be developed by applying principles to real projects for business.
  • Entry requirements
    Year 12 (VCE), or equivalent with relevant experience Mature Age Entry
  • Academic Title
    Certificate IV in Marketing
  • Course description
    MARKETING
    (Dual Award)
    Certificate IV in Business (Marketing) and
    Diploma of Business (Marketing)
    Advanced Diploma of Business (Marketing)

    Course Outline
    The Certificate IV is focused on gaining a sound grounding in marketing concepts before progressing to the next stage of the course. Students will develop skills in research and gain an understanding of consumer profiles and consumer behaviour. Other business skills such as project management, report writing and networking will be developed by applying principles to real projects.

    The Marketing Diploma builds on the marketing concepts introduced in the Certificate IV. Specialised aspects of marketing are introduced such as the marketing mix, identifying and evaluate market opportunities and analysing market data.

    The Advanced Diploma introduces and expands further into areas such as strategic, services and international marketing and research. These areas of study are examined, researched and applied by students to practical assignments to ensure direct application to the workplace. A further focus is to develop the students’ professional approach to work in preparation for the workforce.
    The International Business Diploma extends the areas covered in the marketing components into the international context. Areas such as building international network and relationships, profiling international markets and analysing consumer behaviour are covered. A complete new and exciting dimension to marketing is offered.

    Campus
    Dandenong, Frankston and Berwick (Year 2 may not be offered at each campus)
    Please note: If you continue to study for a second year, you may be required to attend another campus. (This will depend on student numbers).

    Duration
    Full time – 2 years
    Entry directly into the Diploma level is possible subject to having 2 years of full time related employment or education to a Certificate IV level.

    Entrance requirements
    Year 12 (VCE) or mature age entry
    Attendance at information session and/or interview may be required
    Selection Criteria
    1. Prior studies at Chisholm undertaken with commitment and with no code of conduct infringements.
    2. Good written and comprehension skills as demonstrated through the completion of the Application Form.
    3. Commitment to the course as demonstrated through the completion of the Application Form
    Application Procedure
    Exit VCE, through VTAC and Mature Age, through VTAC or by completing the attached Application form.

    Further Education Opportunities
    Relevant Bachelor programs or Chisholm Graduate Certificates

    INTRODUCING THE MARKETING COORDINATOR Jeff Skolnick
    Jeff has been teaching in the marketing area for over ten years bringing with him over ten years of industry experience in a range of positions with organisations in the chemical, medical and electrical industries. Jeff offers his students a strong background in marketing, teaching, international experience and a passion for applied marketing.
    His qualifications include an Economics degree, a Diploma of Education and a Graduate Diploma of Marketing. He is currently studying a Master of Education at Monash. His interests include a young family (plus a cat and two dogs), travel and sport with participation in the Melbourne Marathon.

    MARKETING TO BUSINESS Chisholm’s approach to marketing training
    Chisholm’s approach to Marketing training ensures you are prepared for work. We do this by working with businesses. You work with business as clients and carry out the projects under the guidance of your teachers and the business manager/owner.

    Benefits for students
    -Opportunity to establish networks with businesses
    -Build a portfolio of practical work for interviews and prospective employers
    -Learn through application to real situations
    -Gain experience in working with clients and in business
    -Develop confidence and general business “know how”
    -Supported by teachers

    Business we have worked with recently
    The Australian Garden Project - students developed a Communications Plan to attract tourists and visitors for the new Australian Garden Project in Cranbourne – the first Botanic Garden to be opened since Federation and the first to be truly Australian with Australian flora, landscapes, art and architecture.
    The student’s mission was to develop and present practical, effective and affordable ideas to help with the promotion of our latest tourism spectacular. It involved field trips, extensive research on potential tourism needs and creative inspiration to develop both short and long term goals for the Communication Plan.

    Eleanor Bridger, Marketing Manager for the Royal Botanic Gardens commented ‘I was really impressed with the quality of the work, their enthusiasm and knowledge and I gained some great ideas that we can implement.”

    Southern Cross Stock feeds – proprietor Mr. Barry Worrell had established a new firm located at Chatsworth, and wanted research undertaken to determine what the consumer required and appreciated in terms of packaging, feed supplements and preferred stock feeding methods, as well as the ways in which customers in riding clubs could be encouraged to purchase their products.

    Mornington Cinema – proprietor Mr. Ian McCann, sought confirmation of the target market and its characteristics to determine whether the cinema was directing its marketing strategies to the appropriate group.

    Cranbourne Turf Club – For two years now our students participated in market research fieldwork at the Cranbourne Cup. The students contributed to the design of the survey used on the day.

    Gluten Free Gourmet a manufacturer and distributor of Gluten free products.

    Streamline sunglasses a distributor of children and adult sunglasses.
    Our students identified domestic and export marketing opportunities for these organisations. Students undertook extensive market research leading to the production of a marketing plan.

    Baxter General Store - students investigated marketing opportunities for an independent service station and convenience store situated in Baxter, Victoria. In independent groups students presented a variety of marketing plans for the manager Mr. Wayne Tait’s consideration.

    Melbourne Storm - students developed a direct marketing campaign for Melbourne Storm’s membership drive.

    Langwarrin Basketball Club - advertising students designed the logo for the Langwarrin Basketball Club

    Frankston City Council – students worked on the Frankston City Street Life Project. Students undertook market research and developed marketing plans for a number of shopping strips in the City of Frankston. Included in their plans were branding and promotional strategies.

    Salvos Toast Café – students identified marketing opportunities and provided marketing recommendations for this internet café and training facility in Mornington.

    LIST OF UNITS

    Certificate IV in Marketing BSB41307

    Marketing Overview
    BSBCMN414A Undertake Marketing Activities

    Exploring and Understanding Markets
    BSBMKG401B Profile the Market
    BSBMKG402B Analyse Consumer Behaviour for a Specific Market

    Research
    BSBMKG408B Conduct Market Research

    Marketing and Management

    BSBMKG409A Design direct response offers
    BSBCUS402A Address customer needs
    BSBPMG510A Manage Projects
    BSBREL402A Build Client Relationships and Networks

    Communications
    BSBCMM401A Make a Presentation
    BSBWRT401A Write complex documents

    Diploma of Marketing BSB51207
    Marketing Analysis & Review

    BSBMKG507A Interpret Market Trends and Developments
    BSBMKG501B Identify and Evaluate Marketing Opportunities
    BSBMKG502B Establish and Adjust the Marketing Mix

    Marketing Planning
    BSBMKG506B Plan Market Research
    BSBMKG514A Implement and Monitor Marketing Activities

    Finance and Management
    BSBFIM501A Manage Budgets and Financial Plans
    FNSACCT404A Make Decisions in a Legal context

    International Marketing
    BSBMKG513A Promote Products and Services to International Markets

    Advanced Diploma of Marketing BSB60501
    Strategic Marketing Development

    BSBMKG608A Develop Organisational Marketing Objectives
    BSBMKG609A Develop a Marketing Plan

    Marketing Management
    BSBMKG603B Manage the Marketing Process
    BSBMKG607B Manage Market Research
    BSBMKG510A Plan Electronic Marketing Communications

    Finance and Management
    FNSACCT610B Develop and Implement Financial Strategies (economics)
    BSBMGT608B Manage Innovation and Continuous Improvement

    International Marketing
    BSBMKG605B Evaluate International Marketing Opportunities
    BSBMKG606B Manage International Marketing Programs

    Diploma of International Business
    International Marketing

    BSBMKG512A Forecast international market and business needs
    BSBMKG513A Promote products and services to international markets
    BSBMKG516A Profile international markets
    BSBMKG517A Analyse consumer behaviour for specific international markets

    International Business
    BSBREL501A Build international client relationships
    BSBREL502A Build international business networks

    Finance and Management
    BSBFIM501A Manage Budgets and Financial Plans
    BSBMKG502B Establish & Adjust the Marketing Mix

    UNIT DESCRIPTIONS
    BSB41307 - CERTIFICATE IV IN MARKETING
    The Certificate IV is focused on gaining a sound grounding in marketing concepts before progressing to the next stage of the course. Students will develop skills in research and gain an understanding of consumer profiles and consumer behaviour. Other business skills such as project management, report writing and networking will be developed by applying principles to real projects.

    BSBCMN414A - Undertake Marketing Activities
    Planning, implementation, management and review of basic marketing and promotional activities

    BSBMKG401B - Profile the Market
    Segment the market, select targeting strategies and tactics, profile a target or target segments and develop and implement positioning strategies.

    BSBMKG402B Analyse Consumer Behaviour for a Specific Market
    Analyse consumer behaviour to enable marketing to be targeted to specific markets and needs.

    BSBMKG408B Conduct Market Research
    This unit specifies the outcomes required to implement all aspects of a market research plan (with the exception of specialist statistical design and analysis). It involves conducting research, developing survey tools, recruiting respondents, gathering data and information from respondents, analysing research information, and preparing research reports. This unit covers the conduct of market research by non-specialist market research personnel who nonetheless have data and information gathering and analysis as a major part of their role and who may work in areas such as marketing, communications, strategic planning and organisational development.

    BSBMKG409A Design direct response offers
    This unit describes the performance outcomes, skills and knowledge required to design, implement and evaluate direct response offers which match organisational business and marketing objectives and resolve marketing problems.

    BSBCUS402A Address customer needs
    This unit describes the performance outcomes, skills and knowledge required to manage the ongoing relationship with a customer, which includes assisting the customer to articulate their needs, meeting customer needs and managing networks to ensure customer needs are addressed.

    BSBPMG510A Manage Projects
    This unit describes the performance outcomes, skills and knowledge required to manage a straightforward project or a section of a larger project. This unit addresses the management of projects including the development of a project plan, administering and monitoring the project, finalising the project and reviewing the project to identify lessons learnt for application to future projects.

    BSBREL402A Build Client Relationships and Networks
    This unit describes the performance outcomes, skills and knowledge required to establish, maintain and improve client relationships, and to actively participate in networks to support attainment of key business outcomes.

    BSBCMM401A Make a Presentation
    This unit covers the performance outcomes, skills and knowledge required to prepare, deliver and review a presentation to a target audience.

    BSBWRT401A Write complex documents
    This unit describes the performance outcomes, skills and knowledge required to plan documents, draft text, prepare final text and produce documents of some complexity.

    BSB51207 - DIPLOMA OF MARKETING
    The Marketing Diploma builds on the marketing concepts introduced in the Certificate IV. Specialised aspects of marketing are introduced such as the marketing mix, international marketing, identifying and evaluating market opportunities and analysing market data. Other units have been included to compliment the course.

    BSBMKG507A Interpret Market Trends and Developments
    This unit describes the performance outcomes, skills and knowledge required to conduct an analysis of market data in order to determine organisational and competitor business performance, and to prepare market and business forecasts that assist in targeting marketing activities and in drawing up a marketing plan.

    BSBMKG501B Identify and Evaluate Marketing Opportunities
    This unit describes the performance outcomes, skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing the characteristics of possible markets and assessing the viability of changes to operations.

    BSBMKG502B Establish and Adjust the Marketing Mix
    This unit describes the performance outcomes, skills and knowledge required to determine the optimum marketing mix for a business through analysis of inter related marketing components.

    BSBMKG506B Plan Market Research
    This unit describes the performance outcomes, skills and knowledge required to plan market research by identifying market research needs, defining market research objectives, identifying data gathering approaches and developing a market research plan.

    BSBMKG514A Implement and Monitor Marketing Activities
    This unit describes the performance outcomes, skills and knowledge required to implement marketing activities described in a marketing plan, to monitor their effectiveness in meeting organisational marketing objectives, and take actions to improve marketing performance.

    BSBFIM501A Manage Budgets and Financial Plans
    This unit describes the performance outcomes, skills and knowledge required to undertake financial management within a work team in an organisation. This includes planning and implementing financial management approaches, supporting team members whose role involves aspects of financial operations, monitoring and controlling finances, and reviewing and evaluating effectiveness of financial management processes in line with the financial objectives of the work team and the organisation.

    FNSACCT404A Make Decisions in a Legal context
    This unit covers the competency to work and make appropriate decisions within a legal context.

    BSBMKG513A Promote Products and Services to International Markets
    This unit describes the performance outcomes, skills and knowledge required to promote products and/or services of the business within specified international markets.

    BSB60507 - ADVANCED DIPLOMA OF MARKETING
    The Advanced Diploma introduces and expands further into areas such as strategic, services and international marketing and research. These areas of study are examined, researched and applied by students to practical assignments to ensure direct application to the workplace. A further focus is to develop the students’ professional approach to work in preparation for the workforce.

    BSBMKG608A Develop Organisational Marketing Objectives
    This unit describes the performance outcomes, skills and knowledge required to conduct a strategic analysis to develop organisational marketing objectives. This involves reviewing the organisation's internal and external environments, evaluating past and current marketing performance, and exploring and evaluating new marketing opportunities.

    BSBMKG609A Develop a Marketing Plan
    This unit describes the performance outcomes, skills and knowledge required to research, develop and present a marketing plan for an organisation.

    BSBMKG603B Manage the Marketing Process
    This unit describes the performance outcomes, skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.

    BSBMKG607B Manage Market Research
    This unit describes the performance outcomes, skills and knowledge required to prepare for, manage and evaluate market research projects across an organisation.

    BSBMKG510A Plan Electronic Marketing Communications
    This unit describes the performance outcomes, skills and knowledge required to research, prepare and evaluate an organisational e marketing plan that integrates electronic communications and website marketing in support of marketing objectives.

    FNSACCT610B Develop and Implement Financial Strategies (economics)
    This unit covers the competency to develop and implement long term plans for the optimisation of financial outcomes for an organisation.

    BSBMGT608B Manage Innovation and Continuous Improvement
    This unit describes the performance outcomes, skills and knowledge required to sustain and develop an environment in which continuous improvement, innovation and learning are promoted and rewarded.

    BSBMKG605B Evaluate International Marketing Opportunities
    This unit describes the performance outcomes, skills and knowledge required to evaluate the international environment, to identify market factors and risks, and to assess the viability of international marketing opportunities.

    BSBMKG606B Manage International Marketing Programs
    This unit describes the performance outcomes, skills and knowledge required to formulate, assess, strategically manage, evaluate and improve international marketing programs.

    BSB50807 – DIPLOMA OF INTERNATIONAL BUSINESS
    The International Business Diploma extends the areas covered in the marketing components into the international context. Areas such as building international network and relationships, profiling international markets and analysing consumer behaviour are covered. A complete new and exciting dimension to marketing is offered.

    BSBMKG512A Forecast international market and business needs
    This unit describes the performance outcomes, skills and knowledge required to gather intelligence about the target international market and to use that information in the business.

    BSBMKG513A Promote products and services to international markets
    This unit describes the performance outcomes, skills and knowledge required to promote products and/or services of the business within specified international markets.

    BSBMKG516A Profile international markets
    This unit describes the performance outcomes, skills and knowledge required to select and confirm an appropriate international market.

    BSBMKG517A Analyse consumer behaviour for specific international markets
    This unit describes the performance outcomes, skills and knowledge required to analyse consumer behaviour for specific international markets.

    BSBREL501A Build international client relationships
    This unit describes the performance outcomes, skills and knowledge required to build effective international client relationships.

    BSBREL502A Build international business networks
    This unit describes the performance outcomes, skills and knowledge required to build international business networks.

    BSBFIM501A Manage Budgets and Financial Plans
    This unit describes the performance outcomes, skills and knowledge required to undertake financial management within a work team in an organisation. This includes planning and implementing financial management approaches, supporting team members whose role involves aspects of financial operations, monitoring and controlling finances, and reviewing and evaluating effectiveness of financial management processes in line with the financial objectives of the work team and the organisation.

    BSBMKG502B Establish and Adjust the Marketing Mix
    This unit describes the performance outcomes, skills and knowledge required to determine the optimum marketing mix for a business through analysis of inter related marketing components.

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