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jhb marketing short courses

1st and 2nd semesters

Now, more than ever, marketing has the power to shift perceptions and influence behaviour. Take a course that gives you the edge in a fascinating field.

Click on the course names for more information.

  • global marketing & advertising

    Level: Introductory

    Duration: 12 Lectures

    Cost: R7 500

    Deposit: R4 000

    2nd semester: 24 July – 16 November 2017

    Monday evenings 17h30 – 20h30

     

    why you should do this module?

    In order to compete effectively, it is essential to know and understand the intricacies of competing globally. This requires in-depth knowledge of political, legal and economic aspects as well as having a good grasp of culture and communication in foreign markets.

     

    how to get in:

    Register with our Part-time Registrar – see details below.


    module outcomes:

    After completing this course you will:

    • Understand the nature and importance of global marketing.
    • Understand the economic environment of marketing globally.
    • Be able to identify the social, political, legal and regulatory environments of global markets.
    • Understand the concepts of segmentation, targeting and positioning as well as exporting, importing and sourcing.
    • Gain knowledge of global market entry strategies for licensing, investment, and strategic alliances.
    • Understand how to make product, pricing and brand decisions within the context of global marketing.
    • Cover sales promotion, personal selling, special forms of marketing communication and new media within the context of global marketing.
    • Understand how to manage the global marketing effort.
    • Understand the digital revolution on the global market place.

     

    career possibilities:

    • On its own, this module will provide a basic orientation for any business person who deals with foreign customers or is involved in exporting.
    • This module is a compulsory credit for the BA in Marketing Communication

     

  • marketing communication issues in multicultural markets

    Level: Introductory

    Duration: 9 lectures

    Cost: R 6 950

    Deposit: R 3 500

    2nd semester: 05 October – 30 November 2017

    Tuesday evenings 17h30 – 19h30

     

    why you should do this module?

    An intimate knowledge of the various segments in a multi-cultural society is a key to marketing success. Marketing communication takes place in the dynamic arena of popular culture, which requires an up-to-date awareness of trends in society.

     

    how to get in:

    Register with our Part-time Registrar – see details below.

     

    module outcomes:

    Due to the fact that popular culture changes on a daily basis a rigid set of outcomes can prove too inflexible. The topics shown below serve as a guide and could vary according to current trends and developments.

    • LSMs and the South African population.
    • UCT/Unilever data e.g. The Majority Report, The Top End, Black Diamonds.
    • Culture and subculture.
    • Emerging middle class.
    • Stereotypes and generalisations.

     

    career possibilities

    • On its own, this module provides an understanding and appreciation of the social and cultural structures and trends in South African society.
    • This module is a compulsory credit for the BA in Marketing Communication.

     

  • principles of business management

    Level: Introductory

    Duration: 12 Lectures

    Cost: R6 950

    Deposit: R3 500

    2nd semester: 24 July – 16 October 2017

    Monday evenings 17h30 – 20h30

     

    why you should do this module?

    Principles of Business Management provides holistic understanding of business. A well-rounded manager views an organisation as a system of interdependent functions and appreciates the challenges facing businesses today.

     

    module outcomes:

    After completing this module you will:

    • Gain an insight into the challenges facing businesses today.
    • Know how to plan and organise a management task.
    • Understand the concepts of leading, motivating and controlling as management tasks.
    • Understand operations, logistics, financial and human resources management in detail.
    • Know how to draft a business plan.

     

    career opportunities:

    Upon completion of this module, students will be able to demonstrate that they have sufficient experience (by way of their portfolios) to be considered for positions in the industry.

     

  • analytical and financial decision making

    Level: Intermediate

    Duration: 18 Lectures

    Cost: R12 100

    Deposit: R6 050

    2nd semester: 26 July – 29 November 2017

    Wednesday evenings 17h30 – 20h30

     

    why you should do this module?

    This Module aims at assisting the modern manager to befriend numbers. Quantitative and statistical aspects of management need no longer be the stumbling block to advancement and promotion.

     

    how to get in:

    You need working knowledge of Adobe InDesign, Illustrator and Photoshop.

     

    module outcomes:

    After completing this module you will:

    • Understand statistical methods and their role in marketing decisions and strategies.
    • Be able to apply the statistical methods and analysis techniques to marketing decisions.
    • Understand how to conduct a statistical analyses to quantitative research projects.
    • Understand how financial aspects impact marketing decisions and strategies.
    • Understand the importance of long, medium and short term financial and marketing planning.
    • Be able to analyse financial statements to determine performance levels of companies and apply financial analysis techniques to the marketing mix.

     

    career opportunities:

    • An ability in analytics will propel the career of most managers from middle to senior management.
    • This module is a compulsory credit for the BA in Marketing Communication

     

  • e-Marketing

    Level: Intermediate

    Duration: 18 Lectures

    Lecturer: Innocent Bila

    Cost: R12 100

    Deposit: R6 050

    1st semester: 30 January – 12 June 2017

    Monday evenings 17h30 – 20h30

     

    why you should do this module?

    The field of e-marketing is ever-changing. Some people find it confusing and others do not quite understand how it all fits together. This Module explains the concept of e-marketing and explains its activities and capabilities.

     

    module outcomes:

    On completion of this module you will have gained a fundamental knowledge on how to:

    • Take a closer look at issues affecting e-marketing and identifying internet activities.
    • Appreciate the skills, knowledge and work experience an internet marketer must possess.
    • Understand the different types of internet businesses as well as issues regarding how business is conducted via the internet.
    • Know how a business can use online advertising, search engine marketing, e-mail and social media.

     

    career possibilities:

    • Any manager who needs a basic introduction to e-marketing will benefit from this overview.
    • This module is a compulsory credit for the BA in Marketing Communication
  • integrated marketing communication

    Level: Intermediate

    Duration: 18 Lectures

    Lecturer: Liesl Allen

    Cost: R12 100

    Deposit: R6 050

    2nd semester: 25 July – 21 November 2017

    Tuesday evenings 17h30 – 20h30

     

    why you should do this module

    Combining various communication elements has been proved to deliver a better, synergistic result. This Module covers the practical application of the six elements of marketing communication.

     

    how to get in:

    Register with our Part-time Registrar – see details below

     

    Module outcomes:

    On completion of this module you will:

    • Understand integrated marketing communications - past, present & future.
    • Understand the concept of persuasive communication.
    • Learn how to plan a communication campaign.
    • Understand how to apply advertising creativity.
    • Know how to use and implement a strategy using advertising media, personal selling, digital media, sponsorships, event marketing, public relations, sale promotion and direct marketing in an integrated manner.
    • Understand shopper marketing and how to use alternative communication tactics.
    • Learn how to evaluate the integrated marketing communication efforts.

     

    career possibilities:

    • This module will benefit any manager who has been assigned the task of developing or evaluating a communication campaign.
    • This module is a compulsory credit for the BA in Marketing Communication.
  • advertising production

    Level: Advanced

    Duration: 15 Lectures

    Lecturer: Lynn Miller

    Cost: R8 500

    Deposit: R4 250

    1st semester: 31 January – 23 May 2017

    Tuesday evenings 17h30 – 20h30

     

    why you should do this module?

    This module provides non-creative students or managers with an understanding of the processes, techniques, timing and issues when producing TV, radio or print advertising material.

     

    module outcomes:

    On completion of this module you will:

    Understand the role of the production department in the Ad agency.

    Understand challenges involved in production.

    Understand the basic elements involved in various production processes such in TV, print, radio, audio, outdoor and new media.

    Visit a post-production facility and/or a print facility.

     

    career possibilities:

    • Junior – medium weight agency production management
    • This is a compulsory module in the BA in Marketing Communication.
  • IMC campaigns

    Level: Advanced

    Duration: 50 hours

    Lecturer: Cecilia Andrews

    Cost: R10 000

    Deposit: R5 000

    2nd semester: 24 July – 27 November 2017

    lectures and consultations

     

    why you should do this module?

    Few academic institutions provide students with the opportunity to experience first-hand the process that is followed in the real world in developing communication campaigns.

     

    module outcomes:

    On completion of this module you will learn:

    • How to receive and interpret a real-life brief from a client.
    • How to develop a positioning and communication plan.
    • How to write and deliver a brief that will inspire superior creative work.
    • How to evaluate the creative response and provide feedback to the creative team.
    • How to present and gain acceptance for your integrated campaign strategy to the client.

     

    career possibilities:

    • Brand Managers, Account Managers, Media Managers and Communication Strategists who have studied marketing can benefit from this experiential module.
    • This module is a compulsory credit for the BA in Marketing Communication
  • brand management specialisation

    Level: Advanced

    Duration: 27 Lectures

    Lecturer: Cecilia Andrews

    Cost: R12 300

    Deposit: R6 500

    2nd semester: 26 July – 28 October 2017

    Wednesday evenings 17h30 – 20h30 and Saturday mornings 09h00 – 12h00

     

    why you should do this module?

    This is an advanced Module suitable for those who have 2 or more marketing Modules completed. Its focus is on professional brand custodianship so as to ensure an increase in brand health and brand equity. This is an all-important competence for marketers, advertisers and marketing communicators because brands are a company’s most valuable asset.

     

    module outcomes:

    • Understand the role of brands and branding in today’s competitive marketplace.
    • Understand why brands are so important and what they represent to consumers.
    • Examine how firms should manage these valuable assets.
    • Identify strategic issues such as design and implementation of marketing programmes and the various activities necessary to build, measure and manage brand equity.
    • Understand customer-based brand equity and brand positioning.
    • Understand brand health and how it impacts shareholder value.
    • Learn how to design marketing programs, implement integrated marketing communications.
    • Learn how to use brand elements and secondary brand associations to build brands.
    • Learn how to develop a brand equity measurement and management system.
    • Understand how to measure sources and outcomes of brand equity.
    • Understand how to design and implement branding architecture strategies.
    • Understand how to name new products and execute brand extensions.
    • Understand how to manage brands over time and over geographic boundaries and market segments.

     

    career possibilities:

    • Brand Managers, Account Managers, Media Managers and Communication Strategists who have studied marketing can benefit from this module.
    • This module is an elective credit for the BA in Marketing Communication
  • media management specialisation

    Level: Advanced

    Duration: 27 Lectures

    Lecturer: AMASA

    Cost: R12 300

    Deposit: R6 500

    2nd semester: 25 July – 24 October 2017

    Tuesday and Thursday evenings 17h30 – 20h30

     

    why you should do this module?

    The optimisation of a media spend is increasingly important especially in light of increasing media fragmentation and complexity. The Module is designed and presented by topic experts appointed by the Advertising Media Association of South Africa, the official media organisation of the communication industry.

     

    module outcomes:

    After completing this Module you will:

    • Learn about the South African media scene, particularly the classical media options of TV, radio, print, outdoor, cinema.
    • Learn how these integrate with digital media touchpoints
    • Understand how to define the target market and their media consumption habits.
    • Learn about media maths and how to measure media cost effectiveness.
    • Learn, using a hands-on approach, how to read rate cards and how to design a media strategy and plan.
    • Learn how to read and analyse media data used every day by media planners in South Africa.
    • Be able to identify alternative media and how to be creative in thinking of unusual media options in keeping with brand positioning.
    • Learn how to make use of sponsorships and relationship marketing.

     

    career possibilities:

    • This module will provide the knowledge to understand and evaluate media plans and provides the necessary skills to become a media planner.
    • This module is an elective credit for the BA in Marketing Communication
  • strategic account management specialisation

    Level: Advanced

    Duration: 27 Lectures

    Lecturers: Various industry experts

    Cost: R12 300

    Deposit: R6 500

    2nd semester: 25 July – 24 October 2017

    Tuesday and Thursday evenings 17h30 – 20h30

     

    why you should do this module?

    This is a practical Module for anyone in key account or account management in a communications agency.

     

    module outcomes:

    After completing this Module you will :

    • Understand how the communication industry is structured and how the various industry associations fit together.
    • Have a practical knowledge of agency processes.
    • Understand key strategic planning tools and models commonly used in communication strategy development.
    • Have a basic understanding of media planning.
    • Know how to write a clear, single-minded and inspiring creative brief
    • Know how to manage interpersonal relationships with clients
    • Know how to develop and negotiate a fee and Service Level Agreement.
    • Know how to write a clear, single-minded and inspiring creative brief.
    • Know how to manage interpersonal relationships with clients.
    • Know how to budget and manage your client’s brand.

     

    career possibilities:

    • This module will benefit a junior- middle weight manager who is charged with managing an account in a communication agency.
    • This module is an elective credit for the BA in Marketing Communication. Strategic Account Management specialisation

     

  • presentation and writing skills

    Level: Introductory

    Duration: 9 lectures

    Lecturer: Executrain

    Cost: R 6 950

    Deposit: R 3 500

    2nd semester: 27 July – 21 September 2017

    Thursday evenings 17h30 – 19h30

     

    why you should do this module?

    Effective presentation requires planning and preparation. In addition, one needs to be able to speak and communicate clearly so as to influence and persuade, even under pressure.

     

    how to get in:

    Register with our Part-time Registrar – see details below.

     

    module outcomes:

    On completion of this module you will:

    • Gain the skills needed to prepare business documents.
    • Understand writing mechanics, and how to deal with specific business requests.
    • Be able to speak effectively under pressure and organize your thoughts and ideas so that these are conveyed meaningfully to your audience.
    • Learn quick and easy preparation methods for impromptu speeches.
    • Learn presentation techniques that will establish your credibility.
    • Understand how to make persuasive presentations and leverage concepts of neurolinguistic programing in everyday influence and persuasion.
    • Learn how to conduct a negotiation, communicate effectively and handle challenges.
    • Understand how to respond to various negotiation tactics.

     

    career possibilities:

    • Every business person will benefit from being able to present, write and negotiate with clarity and confidence.
    • This module is a compulsory credit for the BA in Marketing Communication.
  • research for marketing communication

    Level: Introductory

    Duration: 18 Lectures

    Lecturer: Eddie Kodisang

    Cost: R11 235

    Deposit: R5 600

    1st semester: 31 January – 20 June 2017

    Tuesday evenings 17h30 – 20h30

     

    why you should do this module?

    Market research allows one to gain an intimate understanding of consumer needs and wants – a fundamental requirement for marketing. Market research also provides a fact base which can inform strategy development and mitigate risk in business decision-making.

     

    module outcomes:

    • After completing the Research module you will:
    • Be able to conduct research by following a proven process.
    • Become familiar with various research methodologies and designs.
    • Use different sampling, data collection and analysis tools and techniques.
    • Analyse research findings and write a research report.

     

    career possibilities:

    • On its own, this module provides an overview of market research which would benefit a junior – middle manager employed in this sector.
    • This module is a compulsory credit for the BA in Marketing Communication. introduced the 3rd Module.
  • principles of communication

    Level: Introductory

    Duration: 18 Lectures

    Lecturer: Karabo Sitto

    Cost: R10 380

    Deposit: R5 190

    1st semester: 02 February – 08 June 2017

    Thursday evenings 17h30 – 20h30

     

    why you should do this module?

    Many problems that humans encounter in their interactions with others often comes down to a failure to communicate effectively. An understanding of communication will allow one to apply the theoretical principles to become an effective communicator.

     

    how to get in:

    Register with our Part-time Registrar – see details below.

     

    module outcomes:

    After completing this modules you will:

    • Understand communication concepts such as perception, listening, verbal and non-verbal messages.
    • Learn about conflict and negotiation tactics, ethics and how to maintain healthy relationships in the business environment.
    • Learn in detail about Interpersonal and Intercultural Communication.
    • Discuss the concepts of small group, organisational, public and mass communication in detail.

     

    career opportunities:

    • Every single business person will benefit from being able to communicate more effectively.
    • This module is a compulsory credit for the BA in Marketing Communication.
  • principles of marketing

    Level: Introductory

    Duration: 25 Lectures

    Lecturer: Cecilia Andrews

    Cost: R10 380

    Deposit: R5 190

    1st semester: 30 January – 26 June 2017

    Monday evenings 17h30 – 20h30 and alternate Saturday mornings 09h00 – 12h00

     

    why you should do this module?

    Customer-centricity is central to business success. So much so that it has been said that “marketing is too important to be left to the marketing people.” For this reason, every manager, no matter his or her discipline, should know and understand the principles of marketing.

     

    how to get in:

    Register with our Part-time Registrar – see details below.

     

    module outcomes:

    After completing this Module you will understand:

    • How to build long-term customer relationships.
    • The marketing environment and how to evaluate marketing opportunities.
    • Marketing information and marketing research.
    • Consumer markets and consumer behaviour.
    • Targeting and positioning.
    • The marketing mix (product, price, place & promotion).
    • The management of an organisation’s marketing activities.
    • Turn drawings into rendered illustrations.

     

    career opportunities:

    • On its own, this module will enable the manager to gain a basic understanding of the marketing discipline and its objectives.
    • This module is a compulsory credit for the BA in Marketing Communication.

     

  • consumer buyer behaviour

    Level: Intermediate

    Duration: 20 Lectures

    Lecturer: Mzamo Masito

    Cost: R12 100

    Deposit: R6 050

    1st semester: 02 February – 22 June 2017

    Thursday evenings 17h30 – 20h30

     

    why you should do this module?

    In order to develop effective strategies one needs a keen understanding of the social and psychological influences on individuals and in particular how these shape their buying behaviour.

     

    how to get in:

    Register with our Part-time Registrar – see details below.

     

    module outcomes:

    After completing this module you will:

    • Understand consumer decision-making processes;
    • Be exposed to various theories and models relating to marketing and consumer behaviour;
    • Gain an understanding of consumer as individuals drawing from theories in field of psychology;
    • Gain an understanding of consumers in their social and cultural context, drawing from theories found in the social sciences.

     

    career possibilities:

    • On its own, this module provides an essential understanding of consumers which would prove invaluable to a brand manager, brand strategist and anyone involved in creating marketing communication.
    • This module is a compulsory credit for the BA in Marketing Communication.
  • entrepreneurship

    Level: Intermediate

    Duration: 18 Lectures

    Cost: R7 500

    Deposit: R4 000

    2nd semester: 26 July – 29 November 2017

    Wednesday evenings 17h30 – 20h30

     

    why you should do this module

    Entrepreneurship is the backbone of our economy and for many people being self-employed is a preferable alternative to placing one’s destiny in the hands of a big corporation.

     

    module outcomes:

    On completion of this module you will:

    • Understand the concepts of franchising, retailing, multi-level marketing as well as the service industry.
    • Be able to identify business opportunities and understand how to develop a business plan.
    • Be able to manage the production planning process and an organizations labour force.
    • Understand the importance of information technology, financial record keeping, stock and inventory management.
    • Identify different business forms and the tax implications.
    • Be introduced to important legal issues, sources of finance, reading and interpretation of financial statements

     

    career possibilities:

    • This is an essential Module for anyone who is, or wishes to become, an entrepreneur.
    • This module is a compulsory credit for the BA in Marketing Communication.

     

  • practice of marketing

    Level: Intermediate

    Duration: 23 Lectures

    Lecturer: Liesl Allen

    Cost: R11 235

    Deposit: R5 600

    1st semester: 01 February – 28 June 2017

    Wednesday evenings 17h30 – 20h30

     

    why you should do this module?

    This module builds on basic theories learned in marketing and business studies with more emphasis on strategy development. The focus is on application to ensure the ability to implement strategic plans and to interpret real-world situations in accordance with theoretical guidelines and premises.

     

    module outcomes:

    In this module you will learn:

    • About the evolution of strategic marketing.
    • About the functioning of strategic business units.
    • How to conduct a macro environmental analysis and a market/industry analysis.
    • How to conduct a competitor analysis.
    • How to leverage a sustainable competitive advantage.
    • How to compile a competitive strategy.
    • How to compile strategies for building relationships with key stakeholders.
    • How to conduct strategy evaluation and control.

     

    career possibilities:

    • This module will enable the manager to gain a greater understanding of strategic marketing.
    • This module is a compulsory credit in the BA for Marketing Communication.

     

  • creativity and problem solving

    Level: Advanced

    Duration: 15 Lectures

    Lecturers: Cecilia Andrews & Marilyn du Toit

    Cost: R8 500

    Deposit: R4 250

    1st semester: 02 February – 25 May 2017

    Thursday evenings 17h30 – 20h30

     

    why you should do this module?

    Creativity is the new currency that can provide a strategic advantage. Every facet of business needs creative thinking whether it be in strategy, new product development, consumer insight or in solving business problems

     

    module outcomes:

    On completion of this module you will:

    • Understand what is meant by creativity.
    • Learn specific techniques that can be applied in creative problem solving.
    • Learn to identify, analyse and appreciate creativity in advertising.
    • Learn how to sell ideas

     

    career possibilities:

    • On its own this module will benefit any manager who periodically is involved in creativity or needs to solve problems creatively.
    • This module is a compulsory credit for the BA in Marketing Communication.
  • marketing and advertising planning process

    Level: Advanced

    Duration: 25 Lectures

    Lecturer: Cecilia Andrews

    Cost: R12 300

    Deposit: R6 150

    1st semester: 01 February – 28 June 2017

    Wednesday evenings 17h30 – 20h30

     

    why you should do this module?

    This is an advanced Module in marketing and communication that is focused application of knowledge using theory and case study methods of learning and study. The student is taught how to appropriately use the various, previously learned, strategic marketing and communication models.

     

    module outcomes:

    After completing this Module you will:

    • Gain an in-depth and holistic knowledge of the marketing planning process and terminology from start to finish.
    • Be exposed to, and be able to evaluate various schools of thought in the areas of marketing, branding and communication.
    • Focus on professional terminology and application used in the ‘real world’ of marketing communication.
    • Apply theory to case study assignments and assessments. This enables you to demonstrate an understanding of how actions in one system impact on other systems.

     

    career possibilities:

    • Brand Managers, Account Managers, Media Managers and Communication Strategists who have studied marketing can benefit from this module.
    • This module is a compulsory credit for the BA in Marketing Communication.
  • digital media marketing specialisation

    Level: Advanced

    Duration: 27 Lectures

    Lecturer: IABSA

    Cost: R12 300

    Deposit: R6 500

    2nd semester: 24 July – 23 October 2017

    Monday evenings 17h30 – 20h30 and Saturday mornings 09h00 – 12h00

     

    why you should do this module?

    This comprehensive Module is presented by topic experts in the digital industry with support from IAB SA – the international professional body of the digital media marketing industry. The Module makes sense of designing, developing, implementing and assessing a digital media marketing strategy that integrates with all other marketing efforts.

     

    module outcomes:

    After completing this Module you will:

    • Gain a theoretical foundation and a practical understanding of the strategic tools used in digital media marketing.
    • Understand the digital media marketing process and adapt this knowledge to real issues in the “new” marketplace.
    • Acquire enough knowledge to become proficient in the essentials of digital media marketing and understand how to plan and introduce this modern business-tool into small and large businesses.
    • Be able to design, develop and implement your own digital strategy.

     

    career possibilities:

    • As a stand-alone module, Brand Managers, Account Managers, Media
    • Managers and Communication Strategists who have a basic knowledge of e-marketing and have studied marketing can benefit from this module.
    • This module is an elective credit for the BA in Marketing Communication.

contact

what next?

For more information about a course or to enrol contact our Johannesburg Registrar: Absalom Makinta

Tel: +27(0)11 781 2772/3

Email: registrarjhb@aaaschool.ac.za

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