course is to provide participants with a comprehensive understanding of Marketing Communications in particularly from an Irish perspective.

The Diploma in Public Relations, Marketing, Sales & Advertising is delivered by highly qualified and skilled professionals who offer unique insights to these professions both from an Irish and international perspective. The aim of the Diploma in Public Relations, Marketing, Sales & Advertising is to upgrade your skills and educational qualifications so that you are well positioned for career advancement and progression.

Diploma in Marketing, PR, Sales & Advertising - Core Subjects

There are 6 core subjects to study;

1. Marketing
2. Public Relations
3. The Principles of Sales
4. Selling & Sales Management
5. Advertising
6. Consumer & Buyer Behavior

Course Overview
Marketing
Evolution of Marketing, Marketing Concepts, Marketing Mix, Marketing as a Business Function, Marketing Management, Macro & Micro Environment, Buyer Behaviour, Purchasing Decision Process, Market Research & Procedures – Primary & Secondary Data, Information Systems, Product Policy & Planning, the Product and its life Cycle, Product Portfolio Planning, New Product Development, Services Marketing, Brands & Packaging, Product & Services Branding, Pricing Policy, Advertising & Promotion, Marketing Channels & Distribution Systems, Choice of Distribution Channels, Physical Distribution, Marketing Strategy & Planning, Market Segmentation, Targeting Consumers, Positioning Products & Brands, International Marketing, the Global Marketing Environment, International Marketing Decisions.

Public Relations
The Role of Public Relations, Models of Public Relations, PR Practitioners' Roles, Evolution of Public Relations, Definitions & Meaning of Public Relations, Relations between PR & Marketing, Public Relations Activities, Strategic Public Relations, Internal & External Public Relations, Scope of Public Relations, Evaluating & Defining Key Publics, External Public Relations Activities, Corporate Identity & Image, New Developments in External Public Relations, Corporate Social Responsibility, Voluntary & Charity Public Relations, Fund-Raising, Community & Environmental Public Relations, Public Opinion, Financial & Investor Public Relations, Public Relations Strategies in Government & Lobbying Activities, Main Elements of Lobbying, Corporate Advertising, Effective Corporate Campaigns, Branding Strategy & Brand Equity, Issues Management, Crisis Management, The Risk Audit, Interaction between Public Relations & Marketing, Corporate & Consumer Public Relations, Sports Public Relations, Evaluating PR Effort, Research Methods, Integration & Planning of Campaigns & Programmes

Principle of Sales
Development & Role of Selling in Marketing, Nature & Role of Selling, Consumer & Organisational Buyer Behaviour, Differences Between Consumer & Organisational Buying, Factors Affecting Organisational Buyer Behaviour, Relationship Management, Sales Strategies & Plans, The Planning Process, Selling in the Marketing Plan, Sales Responsibilities & Preparation, Personal Selling Skills, Sales Presentation, Sales Settings, Sales Promotions, Exhibitions, Telephone Selling, International Selling, Law & Ethical Issues

Sales & Sales Management
Key Account Management, Relationship Selling, Relationship Marketing, Direct Marketing, Internet & IT Applications in Selling & Sales Management, Recruitment & Selection, Interview & Job Descriptions, Motivation & Training, Leadership, Organisation & Compensation, Establishing Sales Territories, Sales Forecasting and Budgeting, Sales Targets, Sales force Evaluation, Setting Standards of Performance

Advertising
Definitions of Advertising, Advertising & the Marketing Mix, Types of Advertising, Consumer, Industrial & trade Advertising, Retail, Financial & Recruitment Advertising, Role of the Advertising Agency, Advertising Above and Below the Line, Types of Media, Sales Promotion, Sponsorship, Direct Mail & Direct Response, Consumer Protection, Characteristics of Exhibitions, Copywriting, Layout & Typography, Planning the Advertisement, Design & Layout, Typography, Printing Processes, Public Relations, Differences between Public Relations & Advertising, Corporate Advertising, Advertising Research, Value of Research, Research in Developing Countries,Law & Ethics of Advertising, Planning & Executing an Advertising Campaign, Preparing & implementing the Campaign

Buyer Behavior & Consumerism
The Role of Consumer Behaviour, Consumer Research, Consumer Research Process, Developing Research Objectives, Collecting Primary & Secondary Data, Data Collection, Consumer Segmentation, Implementing Segmentation Strategies, Consumer Needs & Motivation, Personality & Consumer Behavior, Understanding Consumer Diversity, Consumer Perception, Consumer Involvement, Behavioral & Cognitive Learning, Brand Loyalty & Brand Equity, Consumer Attitudes, Models of Attitudes, Group Dynamics & Reference Groups, Social Class & Consumer Behaviour, Influence of Culture on Consumer Behaviour, Sub-Cultures, Consumer Decision Making

Methodology
The principal method of learning is through lectures, course notes, recommended reading, assignments and an exam. Students are expected to read recommended texts as a supplement to these learning methods.

Cost and duration
The duration of the Diploma in Marketing, Public Relations, Sales & Advertising course is twenty weeks. The cost of the course is 1,650 Euro. Exam and assessment fees are 350 euro extra. Evening class plus Saturday class option.

Scheduled Dates 2008
Thursday 9 October 2008, 18:30-21:30 OR Saturday 11 October 2008, 10:00-13:00, 20WKS. (Summer Break Aug-Sept 08).