Course Details
Course Outline
5 days course
Marketing Communication – Its Value and Practice
- Marketing communication – a brief history
- World class examples
- A marketing communications audit of your comms
- The marketing communication process
- Matching the medium and the message
- Researching your stakeholders and their needs/wants
Advertising: Role, Forms and Strategy
- Selling propositions
- The use of emotion in advertising
- Types of advertising
- Using advertising strategically
- Consumer-generated advertising
Public Relations: Principles and Practice
- Public relations and relationship management
- Objectives of public relations
- Public relations: methods and techniques
- Media relations
- Forms of public relations
Sponsorship
- The growth and development of sponsorship
- Sponsorship objectives
- How sponsorship might work
- Types of sponsorship
- The role of sponsorship in the communications mix
Marketing Communications and your Brand
- The power of the brand
- Building brand loyalty
- Brand management and communications
- Measuring your brand, culture and brand equity
- Developing a content strategy
- The communication plan
The Marketing Communication Toolbox
- Problem solving and lateral thinking
- Relationship marketing
- Creative direction and writing
- Integrating messages – the message house
- The psychology of persuasion and influence
- Researching and measuring consumer behaviour
Direct Marketing and Personal Selling
- The growth of direct marketing
- The role of data
- Direct-response media
- The tasks of personal selling
- The role of social media in personal selling
- Strategic account management
New Media and the Communication Mix
- The rise of social media and its value in business
- Choosing channels
- Communities, communication, trust and loyalty
- Creating customer profiles and Identifying audience desires and needs
- The integrated marketing communications campaign
- Campaign planning., delivery and evaluation
Brand Placement, Exhibitions, Packaging and Licensing
- Characteristics and issues of brand placement
- Trade shows and exhibitions
- The communications dimensions of packaging
- Licensing
Invitations, VIPs and Bringing it all Together
- Creating A Successful Strategy
- The importance of strategic alignment and clear roles and responsibilities
- Customer journey focused communication
- Optimising marketing budgets across markets, brands and channels
- Aligning budgets against business objectives and the market opportunity
- KPIs and measurement and evaluation
- Summary and Conclusion
