Fundamentals of Marketing Communications

Marketing Communications

Monday 17 Aug 2020

  • Duration: One Week
  • City: London
  • Fees: Classroom: 3950 GBP / Online: 1975 GBP

Introduction

Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing efforts…. Marketing communication includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.  Marketing communications use different marketing channels and tools in combination: Marketing communication channels focus on any way a business communicates a message to its desired market or the market in general.

This course helps you explore the fundamentals of marketing communications and provides a context for the work you’re doing day to day. You’ll be given a grounding in core principles and examine different elements of the marcoms mix, including advertising, public relations and direct marketing. As well as covering the essential components of a brief, you will come away with suggestions on how to measure the effectiveness of your communications. The course concludes with a discussion of the latest trends and developments in the field and the prospects for the future.

Who can attend this course?

This course is perfect for anyone who wants to work in marketing communications or study a marketing-related subject at a higher level. The qualification is also useful for individuals who already work in a business environment and want to expand on their knowledge within the marketing sector.

Course Outlines:

Day 1

Advertising: Role, Forms and Strategy

  • Selling propositions
  • The use of emotion in advertising
  • Types of advertising
  • Using advertising strategically
  • Consumer-generated advertising

 Day 2

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

Day3

Sponsorship

  • The growth and development of sponsorship
  • Sponsorship objectives
  • How sponsorship might work
  • Types of sponsorship
  • The role of sponsorship in the communications mix

Day 4

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

Day 5

Brand Placement, Exhibitions, Packaging and Licensing

  • Characteristics and issues of brand placement
  • Trade shows and exhibitions
  • The communications dimensions of packaging
  • Licensing
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