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e-Learning BTEC (HND) in Marketing, Media and Advertising
At eLearning.co.uk all of our courses are delivered online. This gives you the opportunity to study at your own pace and within your own time. Online learning allows you to study in the evenings, weekends, or even the odd hour during the day! With each course you will have full tutor and technical support available via the telephone and by e-mail – so you are not on your own by any means. This e-Learning BTEC (HND) in Marketing, Media and Advertising course will award you with the same certification as the classroom version of this course – usually for a cheaper cost and with the additional benefit of flexible study times!
Once you’ve decided to go ahead and enrol on this e-Learning BTEC (HND) in Marketing, Media and Advertising course, you will receive an e-mail shortly after containing your user name and password, receipt of payment and full course joining instructions. Use this with the link/url provided in the e-mail and you can log into the online training system and begin learning right away. This e-Learning BTEC (HND) in Marketing, Media and Advertising online learning course will use various interactive features and different types of media to enable you to stay engaged whilst learning. The course has been designed to be simple to follow and solely with the user in mind – so don’t worry about the technical side of things.
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About the course
Credit Value
240 UCAS Points, contributing to the Higher Education (HE) Diploma
Entry Requirements
All students must be 17 years of age and above. Students should have completed a Level 3 Diploma or A level standard course (or equivalent) before the Level 5 qualification.
Study Hours
Approximately 60 hours per unit
Assessment Method
16 tutor marked assessments
Award
BTEC (HND) in Business Studies
Unit 1: Using information, communication and technology ICT in the study of Marketing, Media and Advertising (MMA)
Level H1
Learning hours: 60
Unit description
This unit aims to raise learner awareness of the different types of ICT skills, and provide the opportunity for them to develop these skills commensurate with H4 and H5 study. The course is delivered via distance learning with no face to face contact between tutors and students, therefore understanding appropriate research techniques, portfolio skills and self-reflection is important in terms of independent study at this level as well as facilitating a positive learning experience
1 Applications of ICT in the study of MMA
Information, communication and technology (ICT) comprises core skills for learning.
Utilisation of methods , tools and strategies of ICT to establish and maintain a sound working relationship with tutors and the college.
Development of ICT skills in order to communicate effectively and maximise study progression.
2 ePortfolio constructs
Setting up an ePortfolio for use during the lifetime of the course for storage of files including coursework, self-assessment activities, independent research notes and reflective journals.
The ePortfolio may be requested from time to time by tutors and moderators. Learners will be asked at various points in the course to upload files for this purpose.
A structured system of unique information but once completed can be used as a resource for continuing professional development (CPD), and a body of revision for future studies.
3 Independent web based research
Independent research to equip students with confidence to source and evaluate information relevant to the core course topics within MMA
Develop tools and strategies with which to begin to undertake independent research and integrate this into coursework activities, for example suggesting ways to read research articles and assimilate types of information from these.
4 Principles of self-assessment and reflective writing
The development of knowledge and understanding through writing skills for communicating ideas and arguments to tutors and other readers of written work.
Reviews of writing skills
Reflective writing skills and practice
Promotion of pro-active implementation of skills enhancement through tutor feedback and self-assessment
Unit 2: Research methods and techniques in Marketing, Media and Advertising
Level H1
Learning hours: 60
Unit description
The aim of this unit is to provide learners with an opportunity to explore research paradigms, methods and techniques, and to evaluate the advantages and disadvantages of each one in order to contextualise study design.
In MMA, research plays a significant role in shaping outcomes and perception, therefore learners are encouraged to independently research a range of application of method and techniques related to marketing, media communication and advertising strategies
Unit content
1 Research techniques
Experimental methods and non-experimental methods
Natural studies
Field studies
Correlational analysis
Observational techniques
Self-reporting
Closed, open and leading questions
Case studies
Ethical issues
Evaluation of advantages and disadvantages of techniques
2 Investigation design
Aims, research questions and hypothesis design
Participant recruitment and sampling methods
Informed consent
Variables (situational and participant)
Controlling variables
Operationalising variables
Conducting pilot studies
Assessment and improvement of reliability and validity
3 Quantitative
Data analysis and presentation
Scales of measurement
Visual representation of data
Research software
4 Qualitative
Data analysis and representation
Interpretation, recording and observation
Content analysis and coding
Ontology and epistemology in methodological choice
Unit 3: The Philosophy of Marketing and the Marketing Concept
Level: H1
Learning hours: 60
Unit description
The aim of this unit is to introduce the philosophy of marketing and give learners an opportunity to explore and evaluate models, strategies and theoretical concepts which underpin marketing practice
Unit content
1 Concepts within marketing
Definitions and aims of marketing and marketing research
Components of the marketing mix
Inbound and outbound marketing
Evaluation of strategies: target markets. Products and services, promotion, price and distribution)
2 5 Stepsin Marketing
Understanding the customer
Creating value for the customer
Communicating value
Ease and convenience related to customer expectations
Long term relationships with customers
3 Types of marketing
The 4 ‘Ps’: product, pricing, promotion and placement
Techniques in marketing
Advertising and promotion
Direct and indirect marketing
Mail order and telecommunication
Evaluation of advantages and disadvantages of types of marketing
4 Marketing theory
Product types, product design, branding and naming, functionality, adaptability,
Compatibility,
Market positioning, strategy, segmentation
Unit 4: Product Review and Marketing Strategies
Level H1
Learning hours: 60
Unit description
The aim of this unit is to provide learners with the opportunities to examine and evaluate a range of marketing strategies across different contexts and to conduct independent research into how these strategies are applied to products
Unit content
1 Market dominance strategies
Market shares
Market challengers
Market followers
Market nichers
2 Porter-generic strategies
Competitiveness strategies
Cost leadership strategies
Differentiation strategies
Segmentation
3 Generic strategies
Recent developments and changes
Aggressiveness strategies
Prospector strategies
Defender strategies
Analyser and reactor strategies
4 Growth strategies
Horizontal integration
Vertical integration
Problems and benefits
Profit impacts
PIMS
Scenario planning
Scenario analysis
Unit 5: The Communication Components
Level H1
Learning hours: 60
Unit description
The aim of this unit is to provide learners with an opportunity to evaluate communications strategies and approaches within different types of marketing; and to explore the philosophical concepts which underpin tactics and techniques
Unit content
1 Commercial advertising
Types of commercial advertising
Target market and target groups
Covert advertising and product placement
Measuring impact and rating scales
Effects of branding (psychological and associative)
2 Direct marketing
Inbox marketing concepts
Needs assessment and the marketing relationship
Quick wins
Channels
Direct mail and response rates
Advantages and disadvantages of direct marketing strategies
Telemarketing and e-mail
Legislation and professional codes of conduct; professional associations
3 Marketing promotion
Publicity, VNRs and on line marketing
Integrated marketing communication models and evaluation of case studies
Public relations (corporate, non-profit organisations, methods and tactics)
Press conferencing (press releases, optimized internet releases, lobby groups, astroturfing and spin)
4 Database marketing
Uses and users
Benefits
Product market literature
Premium item placement and sales force
Unit 6: E-Commerce
Level H1
Learning hours: 60
Unit description
The aim of this unit is to provide learners with an opportunity to study the historical origins of e-commerce and explore current uses, aims and objectives. Learners will also be encouraged to develop knowledge and understanding of e-commerce applications through independent research and this will aid expansion of transferable skills into practical contexts
Unit content
1 Historical emergence
Historical time-line of e-commerce
Electronic Signatures Act 2000
Services and products
Transactions and collection systems
2 Development of e-commerce
Aims and objectives of e-commerce
Electronic Data Interchange (EDI) development and application
HTTPS protocols and impacts
The establishment of e-commerce
3 Product placement
Types of on-line sales, services and products
The psychology of users related to product type
Acceptance and the e-commerce business model
4 E-commerce retailing and marketing strategies
McKinsey analysis
Niche leaders
Case study evaluations
Enticement strategies and tactics
Target groups
Priorities
Converting visitors into customers
Unit 7: The Marketing Mix
Level H1
Learning Hours: 60
Unit description
The aim of this unit is to provide learners with the opportunity to explore the different approaches within marketing mixes; and also to evaluate analytic strategies which have emerged within the numerous marketing models. Learners will also be encouraged to develop understanding of current extended marketing mixes through independent research which will widen knowledge related to practical marketing applications
Unit content
1 The extended marketing mix
7Ps approach
Extended matrix mix
Relationship marketing model
Customer movement
Strengths and limitations
Ansoff’s product/market grid
2 The 4s Web Marketing Mix
The web marketing mix
Strategies and objectives
Synergy and integration
Scope and siting
System technology
3 Affiliate marketing models
History and development of models
Strengths and weaknesses
Limitations
4 Marketing performance analysis
Sales analysis
Market shares
Expense analysis
Marketing plans
Financial planning and budgeting
Unit 8: History of Media Studies
Level H1
Learning hours: 60
Unit description
The aim of this unit is to provide learners with the opportunity to explore the historical origins of media and the relevant links with culture, society, psychological influences and technological advances
Unit content
1 The origins of modern media
Historical time-line
Social, political and economic drivers
Controversy and debates
Cultural meanings and influences
2 Mass media
History of emergence and shaping of meanings
Placement within society and cultures
Dissemination routes
Etymology
3 Multimedia
Applications and contexts
Development and use of PC and multidimensional graphics, CD-ROM and DVD-ROM
Evaluation of usage and applications from historical emergence to current
4 Evaluate the contributions
Evaluation and exploration of work by the following contributors:
Alfred Deakin
John Udell
John Logi Baird
Andrew Soderberg
Unit 9: Media Ethics
Level H2
Learning hours: 60
Unit description
The aim of this unit is to provide learners with an opportunity of exploring and evaluating European and international ethical standards, processes and procedures in media contexts. Learners are also encouraged to conduct independent research into specific media contexts in order to draw comparisons between applications and genres
Unit content
1 Common standards in media ethics
Journalistic ethics and standards
European and international perspectives
Common elements
Objectivity and sources
Accuracy and standards for factual representation
Slander and libel considerations
Harm limitation principle
2 Variation
Genres
Presentation
Freedom of the press issues
Violation and controversial debates
Investigative methodology
3 Evaluate Ethical issues
Ethical delivery
Scientific issues
Evaluation of the Pentagon Papers and Washington Post approaches
The Society of journalism Code of Ethics
4 Philosophical influences
Evaluation of the following influences and historical contributions:
Aristotle
Kant
Mill
Marx
Confucius
Baudrillard
Levi-Strauss
Unit 10: Audio-visual media
Level H2
Learning hours: 60
Unit description
The aim of this unit is to provide learners with an opportunity to explore the historical development of audio-visual media and evaluate current developments related to practical applications
Unit content
1 Historical development
Historical development and time-line of media and television
The science and psychology of audio-visual media
Exploring theoretical concepts
The concepts of mass marketing in audio-visual media
2 Media influences
Television addiction
Social learning theory
De-individuation theory
Case study exploration (Olympics)
The negative impacts of the electronic age
3 Digital media
The history and development of audio production
Audio/digital engineering
Audio-visual laboratories
Acoustic engineering
Digital media – signal processing and production
Current applications and future development
4 Photography media
Historical development
Uses and applications
Digital photography
Commercial photography
Photojournalism
Impact of new technologies
Unit 11: Mass Communication
Level H2
Learning hours: 60
Unit description
The aim of this unit is to provide learners with an opportunity to evaluate the applications, processes and concepts within mass communications within media contexts. Learners will also be encouraged to conduct independent research into media communications within current applications and expand knowledge and understanding of current developments
Unit content
1 Historical development
Definitions, aims and objectives
Time-lines and historical emergence
Purpose and users
Internet, international broadcasting, digital broadcasting and international newspapers
2 Differentiate
Target audiences
Participants
Specialised technologies
Media managers and commodities
Ideology
Culture
3 Journalistic concepts and applications
Aims and objectives
History and development
Management components
Types of correspondence, roles and responsibilities
Objective issues
Criticism and debate
Media critics
4 New Media
Development of social ideology and cultural practices
Elements and components of New Media (internet, digitalisation, computer art, electronic art, computer animation, web site development
Case study evaluation
Unit 12: History of Advertising
Level H2
Learning hours: 60
Unit description
The aim of this unit is to provide learners with the opportunity to explore the historical development of advertising and advertising applications. There will also be an opportunity for learners to evaluate legislation and regulations
Unit content
1 Historical development
Exploration and examination of the historical time-line and development of advertising
2 Public service advertising
Promotion and dissemination techniques and strategies
Aims and objectives
Information typology: commercial, social, ideological
Public service information as an educational tool
3 Media advertising
Routes and streams
Sponsorship
Covert and overt advertising methods
E-mail advertising
Unpaid and word of mouth dissemination
4 Impacts of advertising
Measuring impact
Public perception, controls and special interest groups
Negative effects
Regulations and legislation
The future of advertising development
Unit 13: Advertising in the Marketing Mix
Level H2
Learning hours: 60
Unit description
The aim of this unit is to provide learners with the opportunity to evaluate the marketing mix principles applicable to advertising and advertising contexts. Learners will also be provided with an opportunity to study the role of the agency and explore and evaluate services and roles within contexts and functions
Unit content
1 Applying marketing mix to advertising
Rationales
Forms of advertising agencies
Agencies and designers
Advertising adstock
Reality marketing
2 Propaganda
Influences and aims
Free market societies
Techniques and research
Historical use
Public information perspective
3 Advertising agencies
Role and responsibility
Service
Media-neutral agencies
Creative departments
Research and analysis
Copy-writing
4 Contexts
Mission
Role
Function versus positioning
Controversy
Unit 14: Graphic Design and Production
Level H2
Learning hours: 60
Unit description
The aim of this unit is to provide learners with an opportunity to study the concepts of graphic design, its historical emergence, and a range of production components across different contexts. Learners are also encouraged to develop knowledge and understanding of current applications and developments through independent research
Unit content
1 The principles of graphic design
History and development
The design process
Impact of technology on practices
The classic theory of design
2 Historical development
Emergence and time-line of computerised processes in graphic design
Software packages and applications
Evaluation of advantages and disadvantages of computerised systems
3 Print production
Digital printing
Variable data printing
Digital image processing
Typesetting
Lithography
Uses and applications
4 Artwork
Art direction
Finished artwork
Banner advertisement
Limitations and pitfalls
Unit 15: Television Commercials
Level H2
Learning hours: 60
Unit description
The aim of this unit is to provide learners with the opportunity to study the history of television commercials, together with evaluation of impacts, aims, objectives and limitations. Learners will also be encouraged to independently research television commercials related to social and ideological perspectives
Unit content
1 Historical evolution
Historical developments and mapping of key changes
Characteristics of commercials
International perspectives and evaluation of examples
Aims and objectives
Health and safety issues
Use of language and inferences
2 Audio use
Music in commercials
Aims and target groups
Controversial debates
Evolution of audio application and inclusion
3 Future development and applications
Sponsorship
Embedded commercials and product placement
4 Types
Television channels and networks
Types of commercials related to audience and aims
Direct response and branding
Benefits and limitations
Commercial strategies, research, audiences, social aspects, trends and public relations
Unit 16: Media Law
Level H2
Learning hours: 60
Unit description
The aim of this unit is to introduce learners to a variety of legislative protocols relating to media law; and also to provide them with an opportunity to study applications and rules of law, including a case study
Unit content
1 Reporting Restrictions Act 1980
Defamation
Complaints processes
PCC role and responsibilities
Copyright issues
Human rights issues
2 Case study evaluation
Evaluation of case study example (tobacco advertising in the UK): expenditure, codes of practice, interpretation of law, sponsorship issues, brand-stretching
3 Consumer Protection Act 1987
Broadcast laws and regulations
Patent laws (UK)
Brand names and trademarks
Systems and examples
False advertising
Fees, charges and pricing methods
4 Deceptive methods
Misrepresentation
Psychological impacts
Use of meaningless terminology
Manipulation of standards
False labelling
False branding
Packaging and fillers
False credentials
Technical Requirements
Windows: Windows 98, 2000, XP, Vista, Windows 7 – Acrobat Reader 4.0 and above
OR
Macintosh: Mac OS X, Mac OS 9.2 – Acrobat Reader 4.0 and above
An up to date internet browser such as Internet Explorer, Mozilla Firefox, or Safari.
Internet connection (broadband recommended.)
Cost - Per Person
£ 3500 + VAT
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