Strategic Marketing, Brand Management & Public Relations

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