* All fees are exclusive of vat
** PREMIUM - Customize your learning experience
Course Description
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?
• Managers
• 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?
Phase: 1
Introduce
- 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.
Phase: 2
Explore & Practice
Phase: 3
Apply
- 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.
- Participant's Evaluation
- Trainer's Evaluation
Phase: 4
EVALUATE
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
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