* All fees are exclusive of vat ** PREMIUM - Customize your learning experience
This course provides participants with an understanding of the concepts of marketing communications and branding activities at a practical level. The focus is primarily on enhancing the skills and knowledge needed to coordinate communication activities and manage campaigns. Some theories and strategic issues are covered to provide a relevant context to practice…
What Do Participants Learn?
Explain the role and win support for marketing communications from more senior executives
Advise on how to create an effective plan tailored to their organization and stakeholders and using relevant tools and media
Plan and deliver advertising, sales promotion, public relations and direct marketing campaigns that achieve their objectives
Manage marketing communication and brand support activities using both offline and online media
Evaluate the effectiveness of communication tools using appropriate criteria such as cost and credibility.
Who Should Attend?
Directors and managers
Those who would like to develop and enhance their marketing skills
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: How Marketing Communications Works
The communications process
How audiences process information and make decisions
Establishing and maintaining successful stakeholder relationships
Above and below the line activities
Ethics, responsibility, and codes of practice
Understanding global audiences and communication challenges
Section Two: The Marketing Communications Mix
How and when to use the tools: advertising, sales promotion, public relations, direct marketing, personal selling
Choosing between the different medium: broadcast, print, outdoor, digital, social media, in-store
Co-ordinating and integrating marketing communication activities
Insights into media planning and buying
Developing effective messages using the different types of appeals
Creating content audiences pay attention to and understand
Section Three: Managing Marketing Communication Seminars and Campaigns
Selecting between the different marketing communication strategies
Frameworks for planning communication activities
Developing advertising and sales promotion campaigns
Developing public relations and direct marketing campaigns
Finances: forecasting expenditure and allocating budgets
Metrics and evaluating the effectiveness of communication activities
Section Four: Developing and Managing Brand Identity
Elements of a brand: logo block, strapline, typefaces, typography, colors, the tone of voice, photographic style, grids
A-Z steps for building a brand: researching markets, finding a niche, putting your culture and identity into words, creating the brand manual, explaining the brand to different audiences, keeping your brand alive
More complex branding decisions: naming families, positioning, extensions, multi-branding, repositioning