Marketing is a powerful force within business, when done correctly it can help grow any functional organisation exponentially. As an always-evolving practice, marketing holds foundational concepts yet is shaped by creativity and innovation. The Certificate IV in Marketing & Communication will help you develop skills and knowledge that you can apply across various industries.
This course will provide you with the broad knowledge required to execute a marketing dedicated role or one that holds some marketing responsibilities.
The Certificate IV in Marketing and Communications is made up of 12 units of competency that you will be undertaking as a part of your studies. See the following list:
Core Units
- BSBMKG435 Analyse consumer behaviour
- BSBMKG433 Undertake marketing activities
- BSBWRT411 Write complex documents
- BSBCRT412 Articulate, present and debate ideas
- BSBMKG439 Develop and apply knowledge of communications industry
- BSBCMM411 Make presentations
Elective Units
- BSBCRT411 Apply critical thinking to work practices
- SIRXMKT006 Develop a social media strategy
- BSBXBD403 Analyse big data
- SIRXECM002 Prepare digital content
- BSBMKG442 Conduct e-marketing communications
- BSBXCM401 Apply communication strategies in the workplace
The following are typical words heard in the world of marketing, Familiarise yourself with them to support your learning and expand on common vocabulary you will hear and use in industry:
| AB testing | Comparing web pages conversion rate |
| Analytics | System used to measure web behaviour |
| Branding | Communication process that includes name, design, symbol, personality, culture, identification |
| Burger menu | Three-line menu at the top of a site |
| CTA | Call to action: invitation within communication |
| CMS | Content Management Software: system to manage sites, apps, etc |
| Content Marketing | Tactic about creating, publishing, and distributing content for a targeted audience |
| Conversion rate | % Moving from one stage to another, e.g. web visitors filling a form |
| Copywriting | The art of writing for marketing purposes |
| CPC | Cost per click, price paid per click |
| CPL | Cost per lead, price paid per lead |
| CRM | Customer relationship management – system software |
| Customer journey | Map of stages experienced by customers |
| Demand generation | Tactic about driving awareness and interest on a product or service |
| GTM | Go to market: a strategy defining how to deliver unique value proposition |
| Inbound marketing | Tactic of creating marketing that attracts customers |
| Kebab menu | Three dot menus at the top of a site |
| Keyword | Words used in search engines |
| Landing Page | A single webpage with just one objective of communication |
| Lead generation | Tactic about collection prospective customer data |
| Lead nurturing | Valuable journey for leads to drive ultimately to purchase |
| Marketing Automation | Process within a CRM to lead nurture and automate communications in a timely fashion |
| Persona | A psychographic definition of a potential customer |
| Positioning | The place a company or brand owns in customer’s mind |
| PPC | Pay per click, cost to ads |
| Responsive Design | Web design that fits in width across all screens (desktop, tablet or mobile) |
| SEM | Search Engine Marketing, e.g. Google Ads |
| SEO | Search Engine Optimisation: action to help a site rank higher in search engine results |
| Target audience | Strategic group targeted, defined demographically and psychographically. |
| Thank you page | Page after a web user has provided data, used to measure success |
| Top of the funnel | Initial journey of prospective customers, normally the stages covering awareness and interest |
| Value proposition | Key part of a strategy in which the reasons why prospective clients will purchase are defined |
| Wireframes | Mock ups of a website or app |
| Word of mouth | The power of products or services being referred positively or negatively to others |
Have a look at the following videos that have inspired, motivated and informed many people in the marketing industry.
How great leaders inspire action | Simon Sinek
Best marketing strategy ever! Steve Jobs Think different / Crazy ones speech
The Carousel Pitch from Mad Men Season 1 Episode 13
The Future of Advertising: Four Scenarios
