Prospectus mini guideFuture-proof your career with a 2012 Marketing Association certificate.

Ongoing, industry-specific education is vital to every successful marketer’s professional development. And Marketing Association certificate courses make you an invaluable asset to your business by honing skills, filling knowledge gaps and awarding credits toward professional accreditation.

Designed and delivered by marketing professionals for marketing professionals, our comprehensive courses teach relevant real-world skills while offering widely recognised certification.

Here’s what to expect: ▪ courses are 17 weeks long

(weekend/evening options available) ▪ 2 intakes each year – no need to miss out ▪ industry expert tutors ▪ widely recognised ▪ gain qualifications and hours toward

professional accreditation ▪ smaller class size means more

individual attention: max 18 per class ▪ make key industry contacts

Find out more at: www.marketing.org.nz/certificates or call 0800 347 328

The future has ... already arrivedAbout the Marketing Association

The hub of New Zealand’s marketing industry We are the centre of excellence for educating and developing marketing talent in New Zealand. We champion best practice, responsible marketing and self-regulation in our industry so that New Zealand businesses can freely and creatively market their brands, products and services to drive their success and profitability.

Professional marketing accreditation Setting a new standard New Zealand marketers can now join the Chartered Institute of Marketing’s (CIM) internationally- recognised accreditation programme through an exclusive partnership between the Marketing Association and CIM, helping set and support industry benchmarks for marketing.

What is professional accreditation? From starting out to senior management, there’s an accreditation level to suit every career stage. Marketers’ skills, experience and qualifications are assessed against an internationally approved professional standards framework for marketing. A commitment to ongoing professional development could lead you to the elite status of Chartered Marketer.

How do MA Certificates assist with this? CIM’s Continuing Professional Development (CPD) programme offers flexible options to develop your skills and knowledge and improve your performance. With an MA Certificate programme you can gain the annual requirement of 35 CPD hours to work towards maintaining or upgrading your professional accreditation status.

To keep your skills relevant in the ever-changing world of marketing, make sure you enrol for one (or more) of our 2012 certificate courses.

Certificate of Direct MarketingYou’ll learn how to:

plan and manage a direct marketing campaign through concept, execution and measurement

gather targeted, insightful data

create a compelling offer for your market

get the best from your creative team

develop an integrated media strategy

There has never been a better time to be a direct marketer. With rapid changes in media and marketing and the growing influence of online channels, the way business is done is being challenged at its very core. The beacon within all this change is the ability to understand your customers and build a direct marketing strategy.

Course prerequisite: An understanding of basic marketing principles.

Course content includes: Strategy I & II: Identifying your target market, creating a targeted DM plan, understanding legislation requirements, marketing to consumers vs businesses, developing a SWOT analysis, understanding objectives, strategies and tactics.

Database I & II: Building a marketing database, understanding RFM, database structures, dealing with a list broker, segmentation.

Measurement, accountability and analysis I & II: Practical DM financials, ROI, response rates, average purchase, costing a project, lifetime value.

Testing and research: Market research vs testing, types of market research, what is testing – how and what to test.

Developing the offer: Types of offers, what makes a good offer, types of direct mail.

Media: The right media for your market, contingency planning, integrated marketing, effective media buying.

The creative process: Working with creative teams to get the process right, writing a creative brief, what to look for in creative work.

Production and fulfillment: Managing DM campaigns, front/back end management, timing plans.

How long does it take?

Completed over 16 weeknights or 5 full Saturdays: Two intakes per year, so you can choose semester 1 (starts Feb) or semester 2 (starts July) to complete the course.

Is it right for me?You’ll need an understanding of basic marketing principles to get the most from this course. Our two-day Marketing Fundamentals short course is recommended to attend first, if you are new to marketing.

Proudly sponsored by35 hours

For full course details and to register, go to: www.marketing.org.nz/certificates or call 0800 347 328.

Certificate of Digital Marketing You’ll learn how to:

plan, manage and deliver innovative and effective digital marketing campaigns

develop strategies utilising the numerous digital channels

implement best practice disciplines to be successful

measure your campaign success and prove it to your stakeholders

know the right questions to ask of your digital and media partners

Course prerequisite: An understanding of basic marketing principles.

Course content includes: Digital Marketing Strategy: Digital in the integrated marketing mix, developing a strategic digital marketing plan, analysis and planning, local and global trends.

Developing Effective Websites: Understanding web standards, accessibility, usability, domain names and hosting. Choosing a technology platform and development team.

Online Advertising and Promotion: The essentials of Search Engine Marketing (SEM), keyword strategies, video-on-demand, viral, affiliate, directories, vouchers, daily deals, places marketing and social media ads.

Building Credibility Online: Supporting brands online, generating publicity, PR, social media, blogs, word of mouth and online research.

Mobile Marketing: Building mobile brand engagement, QR codes, texts, applications and mobile websites.

Email Marketing: Producing effective email campaigns, legal requirements, database options, developing effective offers, administration and reporting.

Search Engine Optimisation: Best practice technical and content optimisation, building authority, link building, internal search engines.

Metrics and Analytics: Data mining, statistics, analysis and monitoring, measuring and improving digital ROI.

eCommerce: Transactions, electronic fulfillment, post-purchase tracking, multi-channel integration, consumer protection.

Legal Requirements: Legal obligations for digital, codes of practice.

Research: Utilising online research, polls and voting.

How long does it take?Completed over 17 weeknights or 5 full Saturdays: Two intakes per year, so you can choose semester 1 (starts Feb) or semester 2 (starts July) to complete the course.

Is it right for me?You’ll need an understanding of basic marketing principles to get the most from this course. An excellent next step from our digital based short courses and the perfect partner to the Certificate of Direct Marketing.

The digital space is changing rapidly. To be effective today, marketers need to be able to integrate digital marketing into existing marketing and business strategies, and execute it successfully. This comprehensive and practical course will guide you through the essential elements of digital marketing, from strategy to delivery and beyond.

35 hours

For full course details and to register, go to: www.marketing.org.nz/certificates or call 0800 347 328.

Certificate of MarketingYou’ll learn how to:

develop marketing strategies that align with business goals

develop the key components of a marketing plan that will achieve results

define, position and measure your effectiveness within organisations

create and grow dynamic, robust brands that attract loyal customers

Course content includes: Foundation module: Course and assignment overview, the marketing value chain and how marketing fits into the wider business strategy, frameworks and tools.

Research and analytics: Understanding markets, identifying information requirements, evaluating and presenting information.

Strategy and planning: Contributing information and ideas to the strategy process, creating competitive operational marketing plans.

Implementing marketing programmes: Creating and managing integrated marketing communications plans.

Sales and Marketing Channels: Channel strategies and managing and supporting channels to market

Product marketing: Product to market process, managing a product/service portfolio/lifecycle, pricing strategies.

Customer experience: Maximising customer engagement, retention, loyalty and service.

Brands: Creating and building valuable, competitive brands and managing brand reputation.

Measurement effectiveness: Defining measurement requirements, evaluating and reporting on results and identifying improvements to plans and business cases using measurement data.

How long does it take?Completed over 17 weeknights or 5 full Saturdays: Two intakes per year, so you can choose semester 1 (starts Feb) or semester 2 (starts July) to complete the course.

Is it right for me?You’ll need at least five years’ practical marketing experience to take this course. If you’re unsure about this, please contact us.

The only course of its kind in New Zealand , this Certificate is for marketers who are serious about advancing their careers. Taught at a marketing management level, by leading industry experts, this comprehensive course ensures knowledge across the full scope of marketing disciplines.

Course prerequisite: A minimum of 5 years’ practical marketing experience required.

35 hours

For full course details and to register, go to: www.marketing.org.nz/certificates or call 0800 347 328.

Debra Hall has had an illustrious career in market research spanning almost 25 years. She has worked with some of New Zealand’s leading brands,

giving her a highly informed view of how marketing effectiveness is measured, helping them use market research to shape the efficiency and effectiveness of their marketing.

Rosina Webb has held senior marketing roles with Westfield, Telecom, Auckland University of Technology, Sky City, and Auckland City

Council. Rosina also holds a Diploma in Business (Marketing), a Diploma in Teaching and a Certificate in Facilitation and Group Leadership.

James Bickford is Managing Director at Interbrand New Zealand, where his goal is to create brand value by making the brand central to the

business strategic aims. James has worked with a diverse range of international businesses in Europe, the Arabian Gulf, USA and Russia.

Debra Chantry is an experienced senior executive, business strategy consultant, business mentor and professional director. She has

accumulated a wealth of experience in business & marketing strategy, working with start-ups, SMEs, Corporates & Not for Profit organisations.

Ritsa Magiannis is currently Head of Digital at Kiwibank and has previously worked with New Zealand Post, Fly Buys, Telecom, Consumer and

British Airways. A through-the-line marketer for more than 20 years, Ritsa has spent the past ten focusing passionately on the digital environment.

Matt Cowie is a director of ecommbi. He has extensive experience in retail strategy and is a specialist in using data insight to answer burning

business questions. He pioneered the use of data in catalogue distribution strategy and is at the forefront of multichannel strategy in Australasia.

Meet some of our expert tutors

Student profile: Justin Fraser Account Manager DNA

I completed the Certificate of Direct Marketing in the second half of 2011.

The course gave me great insight into the process structure and in-depth thinking that goes into a DM campaign. It challenged my thinking and provided me insight into various aspects of campaign work including, client, agency and supplier work. I have applied theory in practice and found that skills I learnt in the course have given me an edge on running a campaign.

With an increasing focus on response driven marketing today this course is essential for any marketer wanting to challenge themselves and advance their skills.

Graduate profile: Joanna Williams Marketing Specialist AA Life Services

I completed the Certificate of Marketing in 2011, three months after starting as a Marketing Specialist at AA Life Services. I enjoyed the course and regarded the (marketing plan) assignment I completed on AA Life, as both a personal and professional achievement plus a great support to my learning about the company and industry.

The course taught me how to structure my thoughts in a way that can be applied practically. My managers and colleagues have been very interested in the direction and strategies that I identified, to enable us to grow the business and further build the brand. Some of the predictions I made about the competitive landscape, using the models and methods taught, have come to fruition and our reaction to these includes some of my strategies and tactics.

I would recommend the course for anyone wanting to improve their marketing management skills.

Graduate focusOur certificate courses are developed and delivered by experienced marketers who are leaders in their chosen fields.

Here’s what previous students have gained from taking our certificate courses.

“One of the single most important courses I have done over the past two years. The calibre of the experts who presented to us has been outstanding. Highly recommended to any business, charity or entrepreneur that needs clarity and help in expanding their online presence. The money spent on doing the course is one of the greatest investments you will make to your organisation.” Trustee, Wonderful Works Charitable Trust / Director, Wonderful Works Ltd, Semester two, 2011, Certificate of Digital Marketing

“I have been involved in marketing for a number of businesses over the years, but marketing is changing rapidly. This course has been really useful for my planning and day-to-day approach. I would recommend this course to any business.” Health and Fitness Marketing Manager, Millennium Institute of Health and Sport, Semester two, 2011, Certificate of Direct Marketing

“If you are a marketer and want to keep a step ahead of the pack, I really recommend the Marketing Association’s Certificate courses. The tutors are diverse, engaging and are all experts in their fields – which adds great depth to what you are able to learn. If you seriously want to invest in your career, then give the courses a go.” Communications Manager, LIFE NZ, Semester two, 2011, Certificate of Marketing

Time for some friendly peer pressure

3M New Zealand

AA Insurance

AA Life Services

ACC

Affinity ID

AIM Proximity

Air New Zealand

American Express

AMP Services

ANZ

APN

ASB

Auckland Tourism

AXA New Zealand

BNZ

CIGNA International

Contact Energy

Contiki New Zealand

Cure Kids

Department of Labour

Fairfax Media

Farmers Trading Company

Fisher & Paykel Finance

Fonterra

Foodstuffs

Genesis Energy

Harcourts

House of Travel Holdings

IAG New Zealand

IBM New Zealand

Interislander Wellington

Kinetic121

Kiwi Bank

Loyalty New Zealand

MARAC Finance

Marram Community Trust

Marketing Impact

Mercury Energy

Meridian Energy

MetService

Millennium Institute of Sport & Health

Mitre 10

Mitsubishi Motors

Nestlé New Zealand

New Zealand Herald

New Zealand Post

New Zealand Sugar

NZ Wine Cellars

Ogilvy

PMP Micromarketing

Plunket

Positively Wellington Tourism

RAPP

Sanitarium Foods

Selleys New Zealand

Sovereign Assurance

Southern Cross

Starship Foundation

St John

Telecom

Telstra Clear

TOWER

UNICEF NZ

University of Auckland

Vodafone

Warehouse Stationery

Wellington City Council

Westpac

World Vision

Yellow Pages

YMCA

Z Energy

Since 1989, many companies have seen the value in having staff complete our certificate courses year after year.

You’re in good company

“I really enjoy the format of this course. The lessons are rich with content, yet manageable. The tutor and speakers are a wealth of knowledge, very clear and eager to help during and after class. I also appreciate the additional resources and links provided. I feel very confident about planning and executing a digital marketing strategy. I highly recommend this course, and I would be likely to take another course from the Marketing Association.”National Account Manager, Roadshow Entertainment (NZ) Ltd, Semester two, 2011, Certificate of Digital Marketing

Q & A session

Which certificate should I do? If this is your first marketing study in a while, we recommend the Certificate of Direct Marketing. For marketers needing to up-skill their digital marketing knowledge, we recommend the Certificate of Digital Marketing. For experienced marketers looking for a management level of expertise, we recommend the Certificate of Marketing. All our MA Certificates complement each other. Visit our website for full course content.

Are there prerequisites? To take the direct or digital certificates you are expected to have an understanding of basic marketing principles. If you are new to marketing or want a refresher we recommend attending our Marketing Fundamentals Short Course. For the Certificate of Marketing, we recommend you have five years of marketing experience. Please call us if you are unsure.

How are the certificates assessed? The direct and digital certificates are assessed with a short test (10%), individual assignment (25%), group assignment (25%), peer assessment (5%) and exam (35%). The Certificate of Marketing is assessed through one assignment completed during the semester.

What’s the time commitment outside of class? The direct and digital certificates have a lighter workload at the beginning of the semester, which increases during assignments; averaging two hours each week. The Certificate of Marketing requires 4-6 hours per week.

Are these certificates accredited toward other qualifications? In addition to being highly regarded within the marketing industry, all Marketing Association certificate graduates gain the full 35 Continued Professional Development (CPD) hours required annually for members to retain, or advance, their Chartered Institute of Marketing Professional Accreditation status.

How do I register? You can register and get more information on our website, www.marketing.org.nz/certificates or call us on 0800 347 328.

Register today at : www.marketing.org.nz/certificates or call free 0800 347 328

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