Marketing Communication Nature Role History Training

Learning Outcomes

• Define the nature and scope of marketing communication within the broader marketing context.
• Explain the role of marketing communication in achieving organisational and marketing objectives.
• Describe the historical development of marketing communication and its evolution to current practices.
• Identify the key elements of the marketing communication mix and their functions.
• Analyze the impact of technological and social changes on marketing communication strategies.
• Apply the principles of integrated marketing communication to real-world scenarios.

Target Audience

This course is designed for marketing professionals, communication practitioners, business owners, and anyone seeking to build foundational knowledge in marketing communication. It is also suitable for students entering the field of marketing or corporate communication.

Prerequisites

None — open enrollment.

Course Outline

Practicals

Overview

Practicals reinforce theoretical concepts through hands-on activities such as creating buyer personas, designing messages, and developing a mini-campaign. Learners apply IMC principles, evaluate real campaigns, and present their own communication plans, bridging theory and practice.

Practical Activities

• Audience Segmentation and Persona Creation — Learners analyse a case study, segment the market, and create detailed buyer personas for a product. (4h)
• Message Design and Channel Selection — Using a given product, learners craft a persuasive message and select appropriate channels, justifying decisions. (4h)
• Campaign Evaluation and ROI Calculation — Learners analyse a real campaign's performance data, calculate ROI, and propose improvements. (4h)
• Integrated Campaign Brief Development and Presentation — In groups, learners develop a full campaign brief for a new product, integrating all course elements, and present it. (4h)

Summatives

Each delegate is assessed continuously throughout the course via daily exercises, scored practical assignments, and a final summative test at the end.

Practical Assignments — 30%

Practical assignments are observed and scored against a rubric during the practical sessions. Each delegate's practical mark is averaged into a single 100% score and contributes 30% to the final total.

Daily Exercises — 20%

Every training day ends with a multiple-choice exercise scored out of 100%. The scores from each daily exercise are averaged across the duration of the course to produce a Daily Average mark, which contributes 20% to the final total.

Final Test — 50%

On the last day a final summative test is written. It is a multiple-choice paper with multiple-answer questions: each question may have more than one correct option, and a single wrong selection on a question marks the entire question wrong — no partial credit. The final test is scored out of 100% and contributes 50% to the overall mark.

Final Total

Component	Out of	Weight
Practical Assignments (rubric-scored)	100%	30%
Daily Average (multiple choice)	100%	20%
Final Test (multi-answer multiple choice)	100%	50%
Final Total	—	100%

All marks are recorded on the AATICD LMS and visible to each learner under their account.

Certificate

How it works

• Certificates are auto-generated on the AATICD LMS as soon as the marks pass the 50% threshold.
• Each certificate is a branded PDF with the delegate's name, the course title, the unit standard ID, NQF level, credits, and the date of issue.
• You can download or print your certificate from your LMS dashboard at any time after issue — there's no reissue fee and no expiry date.
• If you scored under 50% you can sit the final test again at the next scheduled session at no extra cost.

Where to find it

Sign in to the LMS, open your dashboard, and your certificates appear under My Certificates. Each entry has a View / Download button and a print option.

Training Discounts

Group discounts apply automatically — the more delegates you enrol, the greater the saving. Discounts are calculated at 3% per 5 delegates, scaling up to 40% off for 100+ delegates.

Delegates	Discount
5	3% off
10	6% off
15	9% off
20	12% off
25	15% off
30	18% off
50	30% off
75	35% off
100	40% off

3% discount per 5 delegates, up to 40% off for 100+ delegates. Contact us for a custom group quote.