Fundamentals of Marketing Communications

Course Info

Length: 1 Week

City: Kuala Lumpur

Type: In Classroom

Available Dates

  • Oct-28-2024

    Kuala Lumpur

  • Nov-25-2024

    Kuala Lumpur

  • Dec-30-2024

    Kuala Lumpur

  • Jan-20-2025

    Kuala Lumpur

  • Feb-17-2025

    Kuala Lumpur

  • Mar-17-2025

    Kuala Lumpur

  • Apr-21-2025

    Kuala Lumpur

  • May-19-2025

    Kuala Lumpur

  • June-16-2025

    Kuala Lumpur

  • July-21-2025

    Kuala Lumpur

  • Aug-18-2025

    Kuala Lumpur

  • Sep-15-2025

    Kuala Lumpur

  • Oct-20-2025

    Kuala Lumpur

  • Nov-17-2025

    Kuala Lumpur

  • Dec-15-2025

    Kuala Lumpur

Dates in Other Venues

  • Oct-07-2024

    Paris

  • Oct-07-2024

    Singapore

  • Oct-14-2024

    Barcelona

  • Oct-14-2024

    Dubai

  • Oct-21-2024

    Amsterdam

  • Oct-21-2024

    London

  • Oct-28-2024

    Istanbul

  • Nov-04-2024

    Singapore

  • Nov-04-2024

    Paris

  • Nov-11-2024

    Dubai

  • Nov-11-2024

    Barcelona

  • Nov-18-2024

    London

  • Nov-18-2024

    Amsterdam

  • Nov-25-2024

    Istanbul

  • Dec-02-2024

    Paris

  • Dec-02-2024

    Singapore

  • Dec-09-2024

    Dubai

  • Dec-09-2024

    Barcelona

  • Dec-16-2024

    Amsterdam

  • Dec-16-2024

    London

  • Dec-23-2024

    Paris

  • Dec-23-2024

    Istanbul

  • Dec-30-2024

    Singapore

  • Jan-06-2025

    London

  • Jan-06-2025

    Amsterdam

  • Jan-13-2025

    Barcelona

  • Jan-13-2025

    Dubai

  • Jan-20-2025

    Istanbul

  • Jan-27-2025

    Singapore

  • Jan-27-2025

    Paris

  • Feb-03-2025

    Amsterdam

  • Feb-03-2025

    London

  • Feb-10-2025

    Barcelona

  • Feb-10-2025

    Dubai

  • Feb-17-2025

    Istanbul

  • Feb-24-2025

    Singapore

  • Feb-24-2025

    Paris

  • Mar-03-2025

    London

  • Mar-03-2025

    Amsterdam

  • Mar-10-2025

    Barcelona

  • Mar-10-2025

    Dubai

  • Mar-17-2025

    Istanbul

  • Mar-24-2025

    Paris

  • Mar-24-2025

    Singapore

  • Apr-07-2025

    London

  • Apr-07-2025

    Amsterdam

  • Apr-14-2025

    Barcelona

  • Apr-14-2025

    Dubai

  • Apr-21-2025

    Istanbul

  • Apr-28-2025

    Paris

  • Apr-28-2025

    Singapore

  • May-05-2025

    London

  • May-05-2025

    Amsterdam

  • May-12-2025

    Barcelona

  • May-12-2025

    Dubai

  • May-19-2025

    Istanbul

  • May-26-2025

    Paris

  • May-26-2025

    Singapore

  • June-02-2025

    Amsterdam

  • June-02-2025

    London

  • June-09-2025

    Barcelona

  • June-09-2025

    Dubai

  • June-16-2025

    Istanbul

  • June-23-2025

    Paris

  • June-30-2025

    Amsterdam

  • June-30-2025

    London

  • June-30-2025

    Singapore

  • July-07-2025

    Amsterdam

  • July-07-2025

    London

  • July-14-2025

    Dubai

  • July-14-2025

    Barcelona

  • July-21-2025

    Istanbul

  • July-28-2025

    Paris

  • July-28-2025

    Singapore

  • Aug-04-2025

    London

  • Aug-04-2025

    Amsterdam

  • Aug-11-2025

    Dubai

  • Aug-11-2025

    Barcelona

  • Aug-18-2025

    Istanbul

  • Aug-25-2025

    Singapore

  • Aug-25-2025

    Paris

  • Sep-01-2025

    London

  • Sep-01-2025

    Amsterdam

  • Sep-08-2025

    Dubai

  • Sep-08-2025

    Barcelona

  • Sep-15-2025

    Istanbul

  • Sep-22-2025

    Paris

  • Sep-29-2025

    London

  • Sep-29-2025

    Amsterdam

  • Sep-29-2025

    Singapore

  • Oct-06-2025

    London

  • Oct-06-2025

    Amsterdam

  • Oct-13-2025

    Barcelona

  • Oct-13-2025

    Dubai

  • Oct-20-2025

    Istanbul

  • Oct-27-2025

    Singapore

  • Oct-27-2025

    Paris

  • Nov-03-2025

    London

  • Nov-03-2025

    Amsterdam

  • Nov-10-2025

    Dubai

  • Nov-10-2025

    Barcelona

  • Nov-17-2025

    Istanbul

  • Nov-24-2025

    Singapore

  • Nov-24-2025

    Paris

  • Dec-01-2025

    Amsterdam

  • Dec-01-2025

    London

  • Dec-08-2025

    Barcelona

  • Dec-08-2025

    Dubai

  • Dec-15-2025

    Istanbul

  • Dec-22-2025

    Paris

  • Dec-29-2025

    Amsterdam

  • Dec-29-2025

    London

  • Dec-29-2025

    Singapore

Course Details

Course Outline

5 days course

 

Marketing Communication – Its Value and Practice
 
  • Marketing communication – a brief history
  • World class examples
  • A marketing communications audit of your comms
  • The marketing communication process
  • Matching the medium and the message
  • Researching your stakeholders and their needs/wants

 

Advertising: Role, Forms and Strategy

 

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

 

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

 

Sponsorship

 

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

 

Marketing Communications and your Brand

 

  • The power of the brand
  • Building brand loyalty
  • Brand management and communications
  • Measuring your brand, culture and brand equity
  • Developing a content strategy
  • The communication plan

 

The Marketing Communication Toolbox
 
  • Problem solving and lateral thinking
  • Relationship marketing
  • Creative direction and writing
  • Integrating messages – the message house
  • The psychology of persuasion and influence
  • Researching and measuring consumer behaviour

 

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

 

 New Media and the Communication Mix

 

  • The rise of social media and its value in business
  • Choosing channels
  • Communities, communication, trust and loyalty
  • Creating customer profiles and Identifying audience desires and needs
  • The integrated marketing communications campaign
  • Campaign planning., delivery and evaluation

 

Brand Placement, Exhibitions, Packaging and Licensing
 
  • Characteristics and issues of brand placement
  • Trade shows and exhibitions
  • The communications dimensions of packaging
  • Licensing

 

Invitations, VIPs and Bringing it all Together
 
  • Creating A Successful Strategy
  • The importance of strategic alignment and clear roles and responsibilities
  • Customer journey focused communication
  • Optimising marketing budgets across markets, brands and channels
  • Aligning budgets against business objectives and the market opportunity
  • KPIs and measurement and evaluation
  • Summary and Conclusion

Course Video