Marketing > Text Book Notes > Student Workbook BSBMKG418 Develop and apply knowledge of marketing communication industry BSB Busin (All)

Student Workbook BSBMKG418 Develop and apply knowledge of marketing communication industry BSB Business Services Training Package

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Table of Contents Introduction .1 Features of the training program.1 Structure of the training program 1 Recommended reading.1 Section 1 – Develop Knowledge of the Marketing Communications Indu... stry.3 What skills will you need? ..3 What is marketing?...4 Principles of marketing..8 The structure of the marketing communications industry – A bird’s eye view. 15 Six marketing department structures. 19 Staying up-to-date on the marketing industry... 23 The role of marketing . 26 Understanding your stakeholders.. 30 Section summary ... 33 Further reading . 33 Section checklist.... 34 Section 2 – Identify Employment Opportunities. 35 What skills will you need? .... 35 Scope of the marketing sector.. 36 Career pathways in the marketing industry . 40 Job roles in marketing communications . 43 Planning your career in marketing - Choosing an industry to work in.... 49 Understanding the skills you need to succeed in the marketing industry ... 51 Getting started in marketing communications . 53 Your legal obligations as a marketer.. 59 Section summary ... 66 Further reading . 66 Section checklist.... 66 Section 3 – Identify Current and Future Trends and Update Industry Knowledge . 67 What skills will you need? .... 67 Trends driving the marketing communications industry. 68 How marketers can respond strategically to key trends. 74 Integrated marketing communications ... 76 Staying up-to-date with and communicating marketing industry trends 80 Section summary ... 88 Further reading . 881st edition version: 1 BSBMKG418 Develop and apply knowledge of marketing communication industry © Innovation and Business Industry Skills Council Ltd Section checklist.... 88 Glossary .... 90 Appendices .... 92 Appendix 1: Components of marketing models 92 Appendix 2: Industry associations and marketing bodies in Australia.... 95 Appendix 3: Professional development workshops.... 97 Appendix 4: Top marketing bloggers in Australia .. 98 Appendix 5: Key marketing publications. 99 Appendix 6: Create your career plan 100 Appendix 7: Legal resources...104 Appendix 8: Research resources .105 Appendix 9: Answers to selected activities 107 [Show More]

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