* All fees are exclusive of vat ** PREMIUM - Customize your learning experience
This Training course delivered by Averest Training covers the fundamental branding and marketing strategies, enabling delegates to obtain the highest return on investment (ROI) from the Strategic Marketing
Course participants will learn how to plan, implement and obtain the desired results from all Strategic Marketing and PR while promoting their organizations’ products and services. The delegate will be able to apply the appropriate approach, structures, methods and techniques of PR within the rapidly changing media environment.
What Do Participants Learn?
Improve stakeholder engagement and relationship building skills
Assess brand and reputation, ensuring they are consistent, understood and valued by stakeholders
Develop a shared understanding of organizational mission, vision, values and business objectives
Use communication activities to win employees’ understanding of and commitment to change and transformation
Effectively guide team members and PR professionals in developing communication strategies and plans that support business objectives.
Who Should Attend?
Professionals and leaders
Who wishes to learn more about the communication challenges currently facing their organizations and improve management of communications within their teams.
What Will the Learning Experience Include?
Comprehensive pre-program activities include:
Web-based information forms & surveys completed by attendee.
Direct consultation with the attendee about the expectations.
During the training, participants engage in data, activities, and conversations that lead to insight and knowledge.
Participants learn from expert trainers who have both academic and business experiences.
Highly applicable training content & instructive activities for adding depth to training topics.
**A half-day site visit for integrating the experience & plan next steps. Opportunities to provide connections, ideas & support.
Explore & Practice
Apply & sustain the learning experience by using this ongoing support:
To ensure participant has new skills or behavior progress.
Optional, fee-based mentoring & coaching with the trainer.
Training materials & additional documents (e-books, pdf files, presentations and articles)
Evaluate your training experience by giving us feedbacks and help us to reach our organizational goals.
Section One – Benefits OF Strategic Marketing
An introduction to Strategic Marketing
The key elements of Strategic Marketing
Importance, benefits and challenges of Strategic Marketing to your organisation
Marketing positioning, market analysis and competitor evaluation
The Marketing Mix – 4 Ps evolving into 7 Ps
Section Two – Consumer & Market Research
The Advantages and disadvantages of the 15 types of research
Appropriate markets according to common factors (Identifying, analysing, segmenting and targeting )
Creating strong, targeted and appropriate messages
Effective Communication methods
Behavioural economics and consumer behaviour theory in marketing
Section Three- Brand Building and Brand Image Control
What is a brand, its key characteristics and why do people buy a brand?
Creating, protecting, enhancing and maintaining long-term brand value
Evaluating and choosing the most appropriate media and mix to promote the brand
Defending your brand when it is under attack: top tips and traps to avoid
Rebuilding after your brand has been undermined or discredited
Section Four -Social Media AND Multi-Media
Understanding the scope, power, complexity and immediacy
Monitoring what is said, where and by whom
Responding to feedback
Pro-actively participating in social and multi-media
What to do and what not to do with examples
Section Five – Issues and Crisis: PR to Manage Impact on the Brand
Anticipating potential sources of a crisis and mitigate the risks
Appoint crisis leaders, teams and allocate resources required
Create crisis plans for key eventualities
Practise regularly for the crisis to minimise effect if it happens
Case studies of exceptional and poor PR crisis management