Fundamentals of Marketing Communications

Course Info

Length: 1 Week

Type: Online

Available Dates


  • July-15-2024


  • Aug-19-2024


  • Sep-16-2024


  • Oct-21-2024


  • Nov-18-2024


  • Dec-16-2024


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




  • 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