Real Marketing: The People, The Choices text with Pearson eText and companion website

Real Marketing: The People, The Choices introduces students to the real world of marketing, providing the right balance of theory combined with the chance to apply their knowledge to real world scenarios.

Developed to support the delivery of the Certificate IV and Diploma of Marketing in the BSB07 Business Services Training Package, this resource is the real solution for the vocational marketing student.

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1    Welcome to the world of marketing: creating and delivering value
2    Understanding the marketing environment: the advantage is undeniable
3    Marketing information and research: analysing the business environment offline and online
4    Consumer and organisational behaviour: how and why people and organisations buy
5    Sharpening the Focus: target marketing strategies and customer relationship management
6    Creating and managing products
7    Pricing the product
8    Integrated marketing communications: advertising and sales promotion
9    Other aspects of IMC: direct marketing, internet marketing, personal selling, public relations and sponsorships
10  Distribution, logistics and retail
11  Services marketing
12  Strategic marketing
13  Global marketing
14  Ethics and regulations in marketing

• The Real People, Real Choices feature in each chapter outlines a challenge faced by a real marketing manager, and gives students three possible solutions. At the end of the chapter students find out what actually happened. They will assume a decision-making frame of mind, and be challenged to think critically. 
• Examples of the latest campaigns show students how real marketers are promoting their products and services.
• Marketing Metrics boxes provide real-life examples of how marketers are calculating return on investment (ROI) based on their actions.
• At the end of each chapter a Chapter Review segment, Exploring the Web exercise and a Marketing Plan exercise helps students review, test and apply the newly acquired chapter knowledge.
• End of chapter Marketing-in-Action cases feature real companies with interesting marketing situations and Things to Think About questions help students critically analyse the case.
• A companion website (www.pearson.com.au/vet/saupin) contains interactive decision-making simulations which allow the student to practice thinking like a Marketing Manager. It also includes additional information, templates and samples of market research and marketing plans that will help the student succeed in their own real marketing. As students complete the interactive decision-making simulations on the Companion Website, the Gradetracker records their progress. You can then download your entire class results in a single file.

CERTIFICATE IV IN MARKETING
Core
BSBCMM401A Make a presentation
BSBMKG401B Profile the market
BSBMKG402B Analyse consumer behaviour for specific markets
BSBMKG408B Conduct market research
Electives
BSBMKG409A Design direct response offers
BSBMKG410A Test direct marketing activities
BSBMKG411A Analyse direct marketing databases
BSBMKG412A Conduct electronic marketing communications
BSBMKG413A Promote products and services
BSBMKG414A Undertake marketing activities
BSBMKG415A Research international markets
BSBMKG416A Market goods and services internationally

DIPLOMA OF MARKETING
Group A
BSBMKG501B Identify and evaluate marketing opportunities
BSBMKG502B Establish and adjust the marketing mix
BSBMKG506B Plan market research
BSBMKG507A Interpret market trends and developments
BSBMKG514A Implement and monitor marketing activities
BSBMKG515A Conduct a marketing audit
Group B
BSBMKG409A Design direct response offers
BSBMKG508A Plan direct marketing activities
BSBMKG509A Implement and monitor direct marketing activities
BSBMKG510A Plan electronic marketing communications
BSBMKG511A Analyse data from international markets
BSBMKG512A Forecast international market and business needs
BSBMKG513A Promote products and services to international markets
BSBMKG516A Profile international markets
BSBMKG517A Analyse consumer behaviour for specific international markets