Fundamentals of Marketing Communications

Objective:

At the end of this Fundamentals of Marketing Communications Training course, you will be able to:

• Avoid costly marketing communication problems
• Explore Marketing Communications Areas
• Understand the relationship between behavioural economics and persuasion
• Use creative problem-solving techniques for better communications solutions
• Be able to generate content and stories across a range of media
• Create strategies and tactics that use corporate social responsibility and cause-related marketing to build brand trust
• Be able to determine and develop the ideal communications mix for your audiences
• Learn How to Convey a Message
• The Problematic Areas of Marketing Communications
• Corporate Communications Principles
• Use creative problem-solving techniques for better communications solutions
• Be able to generate content and stories across a range of media

Content:

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

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

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
• Optimizing marketing budgets across markets, brands and channels
• Aligning budgets against business objectives and the market opportunity
• KPIs and measurement and evaluation