DETAILS:
This Marketing Communications and Brand Management training course provides participants with an understanding of the concepts of marketing communications and branding activities at a practical level. The focus is primarily on enhancing the skills and knowledge needed to coordinate communication activities and manage campaigns. Some theories and strategic issues are covered to provide a relevant context to practice.
COURSE OBJECTIVES:
At the end of this course, the participants will be able to:
Explain the role and win support for marketing communications from more senior executives
Advice on how to create an effective plan tailored to their organisation and stakeholders, and using relevant tools and media
Plan and deliver advertising, sales promotion, public relations, and direct marketing campaigns that achieve their objectives
Manage marketing communication and brand support activities using both offline and online media
Evaluate the effectiveness of communication tools using appropriate criteria such as cost and credibility
TARGETED AUDIENCE:
All those who have the responsibility for developing and managing marketing communications and brand support activities within their organisations
COURSE OUTLINES:
How does Marketing Communication Work?
- The communications process
- How audiences process information and make decisions
- Establishing and maintaining successful stakeholder relationships
- Above and below the line activities
- Ethics, responsibility, and codes of practice
- Understanding global audiences and communication challenges
The Marketing Communications mix
- How and when to use the tools: advertising, sales promotion, public relations, direct marketing, and personal selling
- Choosing between the different media: broadcast, print, outdoor, digital, social media, and in-store
- Coordinating and integrating marketing communication activities
- Insights into media planning and buying
- Developing effective messages using the different types of appeals
- Creating content that audiences pay attention to and understand
Managing Marketing Communication Programmes and Campaigns
- Selecting between the different marketing communication strategies
- Frameworks for planning communication activities
- Developing advertising and sales promotion campaigns
- Developing public relations and direct marketing campaigns
- Finances: forecasting expenditure and allocating budgets
- Metrics and evaluating the effectiveness of communication activities
Developing and Managing Brand Identity
- Elements of a brand: logo block, strapline, typefaces, typography, colours, tone of voice, photographic style, grids
- A-Z steps for building a brand: researching markets, finding a niche, putting your culture and identity into words, creating the brand manual, explaining the brand to different audiences, keeping your brand alive
- More complex branding decisions: naming families, positioning, extensions, multi-branding, repositioning
- Reproducing the brand: online, video, brochures, stationery, packaging, signage, promotional items, uniforms, vehicles
- The people aspects: finding champions to keep you on-brand, persuading customers to pledge loyalty to your brand, defending against internal and external threats
- Best practice branding case studies
Action Planning
- Putting it all together: developing a marketing communications plan tailored to your organisation and stakeholders
- Identifying and setting priorities for implementation
- Winning support from key internal personnel for implementation
- Personal coaching: presenting the challenges you will face in implementing your plan, for feedback and support
- Developing a personal action plan based on your strengths and areas for development identified during this program
Get a 4+1 offer
Register 5 participants on the same course on the same dates at the cost of 4 participants.
Applicable to all open courses
