Fundamentals of Marketing Communications

Course Info

Length: 1 Week

City: Barcelona

Type: In Classroom

Available Dates

  • Apr-08-2024

    Barcelona

  • May-13-2024

    Barcelona

  • June-10-2024

    Barcelona

  • July-08-2024

    Barcelona

  • Aug-12-2024

    Barcelona

  • Sep-09-2024

    Barcelona

  • Oct-14-2024

    Barcelona

  • Nov-11-2024

    Barcelona

  • Dec-09-2024

    Barcelona

Dates in Other Venues

  • Apr-01-2024

    Paris

  • Apr-01-2024

    Singapore

  • Apr-08-2024

    Dubai

  • Apr-15-2024

    London

  • Apr-15-2024

    Amsterdam

  • Apr-22-2024

    Istanbul

  • Apr-22-2024

    Paris

  • Apr-29-2024

    Kuala Lumpur

  • Apr-29-2024

    Singapore

  • May-06-2024

    Singapore

  • May-06-2024

    Paris

  • May-13-2024

    Dubai

  • May-20-2024

    London

  • May-20-2024

    Amsterdam

  • May-27-2024

    Kuala Lumpur

  • May-27-2024

    Istanbul

  • June-03-2024

    Singapore

  • June-03-2024

    Paris

  • June-10-2024

    Dubai

  • June-17-2024

    London

  • June-17-2024

    Amsterdam

  • June-24-2024

    Kuala Lumpur

  • June-24-2024

    Istanbul

  • July-01-2024

    Paris

  • July-01-2024

    Singapore

  • July-08-2024

    Dubai

  • July-15-2024

    Amsterdam

  • July-15-2024

    London

  • July-22-2024

    Paris

  • July-22-2024

    Istanbul

  • July-29-2024

    Singapore

  • July-29-2024

    Kuala Lumpur

  • Aug-05-2024

    Paris

  • Aug-05-2024

    Singapore

  • Aug-12-2024

    Dubai

  • Aug-19-2024

    Amsterdam

  • Aug-19-2024

    London

  • Aug-26-2024

    Kuala Lumpur

  • Aug-26-2024

    Istanbul

  • Sep-02-2024

    Singapore

  • Sep-02-2024

    Paris

  • Sep-09-2024

    Dubai

  • Sep-16-2024

    Amsterdam

  • Sep-16-2024

    London

  • Sep-23-2024

    Istanbul

  • Sep-23-2024

    Paris

  • Sep-30-2024

    Singapore

  • Sep-30-2024

    Kuala Lumpur

  • Oct-07-2024

    Paris

  • Oct-07-2024

    Singapore

  • Oct-14-2024

    Dubai

  • Oct-21-2024

    London

  • Oct-21-2024

    Amsterdam

  • Oct-28-2024

    Istanbul

  • Oct-28-2024

    Kuala Lumpur

  • Nov-04-2024

    Singapore

  • Nov-04-2024

    Paris

  • Nov-11-2024

    Dubai

  • Nov-18-2024

    Amsterdam

  • Nov-18-2024

    London

  • Nov-25-2024

    Istanbul

  • Nov-25-2024

    Kuala Lumpur

  • Dec-02-2024

    Singapore

  • Dec-02-2024

    Paris

  • Dec-09-2024

    Dubai

  • Dec-16-2024

    Amsterdam

  • Dec-16-2024

    London

  • Dec-23-2024

    Istanbul

  • Dec-23-2024

    Paris

  • Dec-30-2024

    Singapore

  • Dec-30-2024

    Kuala Lumpur

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

Course Video