Fundamentals of Marketing Communications
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Course Details
Introduction
Objective
Who should attend
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Marketing communication helps move products, services, and ideas from manufacturers to end-users and builds and maintains relationships with customers, prospects, and other important stakeholders in the company. Advertising and sales promotion will continue to play important roles in the marketing communication mix.
Fundamentals of Marketing Communications Training 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.
Course Outline
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
