Fundamentals of Marketing Communications

Course Info

Length: 1 Week

Type: In Classroom

Available Dates

Venue

  • Jan-30-2023

    Amsterdam

  • Feb-06-2023

    Istanbul

  • Feb-13-2023

    London

  • Feb-13-2023

    Madrid

  • Feb-20-2023

    Zurich

  • Feb-20-2023

    Dubai

  • Mar-06-2023

    Istanbul

  • Mar-06-2023

    Barcelona

  • Mar-13-2023

    Paris

  • Mar-13-2023

    London

  • Mar-13-2023

    Singapore

  • Mar-20-2023

    Amsterdam

  • Mar-20-2023

    Dubai

  • Apr-03-2023

    Istanbul

  • Apr-10-2023

    London

  • Apr-10-2023

    Madrid

  • Apr-10-2023

    Dubai

  • Apr-17-2023

    Zurich

  • May-08-2023

    Istanbul

  • May-15-2023

    London

  • May-15-2023

    Paris

  • May-15-2023

    Singapore

  • May-22-2023

    Amsterdam

  • May-22-2023

    Dubai

  • June-05-2023

    Istanbul

  • June-12-2023

    Madrid

  • June-12-2023

    London

  • June-19-2023

    Dubai

  • June-19-2023

    Zurich

  • July-03-2023

    Barcelona

  • July-03-2023

    Istanbul

  • July-10-2023

    Paris

  • July-10-2023

    London

  • July-10-2023

    Singapore

  • July-17-2023

    Amsterdam

  • July-17-2023

    Dubai

  • Aug-07-2023

    Istanbul

  • Aug-14-2023

    Madrid

  • Aug-14-2023

    London

  • Aug-21-2023

    Dubai

  • Aug-21-2023

    Zurich

  • Sep-04-2023

    Barcelona

  • Sep-04-2023

    Istanbul

  • Sep-11-2023

    Singapore

  • Sep-11-2023

    London

  • Sep-11-2023

    Paris

  • Sep-18-2023

    Dubai

  • Sep-18-2023

    Amsterdam

  • Oct-09-2023

    Istanbul

  • Oct-16-2023

    Madrid

  • Oct-16-2023

    London

  • Oct-23-2023

    Dubai

  • Oct-23-2023

    Zurich

  • Nov-06-2023

    Barcelona

  • Nov-06-2023

    Istanbul

  • Nov-13-2023

    Paris

  • Nov-13-2023

    London

  • Nov-13-2023

    Singapore

  • Nov-20-2023

    Amsterdam

  • Nov-20-2023

    Dubai

  • Dec-04-2023

    Istanbul

  • Dec-11-2023

    London

  • Dec-11-2023

    Madrid

  • Dec-18-2023

    Zurich

  • Dec-18-2023

    Dubai

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