Endorsed Marketing Communications and Media Planning Program
Select Other "city & date"
Endorsed Marketing Communications and Media Planning Program Course
Introduction:
Advertising and marketing communications is the art and business of crafting messages to inform consumers about products, services, and ideas. It's an exciting, creative, and challenging field. This course offers training in both theory and practice of modern marketing communications. Participants will explore various marketing tools, both digital and conventional, and learn about effective advertising and communication strategies for successful campaigns.
Course Objectives:
By the end of the course, participants will be able to:
- Describe the field of marketing communication and explain the characteristics of successful campaigns (offline and online)
- Optimize visibility of brand or company image by exercising well-rounded knowledge of event concepts and strategies
- Define the principles of Integrated Marketing Communication (IMC) and describe how companies apply these principles to ensure messages are heard by both consumers and businesses
- Apply the insights and skills needed to manage special marketing communications issues and create successful solutions
- Recognize and implement social media vehicles and tactics to maximize the marketing campaign return on investment
Who Should Attend?
The course is designed for professionals in marketing, communication, advertising, public relations, human resources, sales, and business development who need practical, up-to-date knowledge of marketing strategy and techniques. The course is aimed at all types of organizations such as large corporations, government agencies, small businesses, and non-profit entities.
Course Outlines:
The Role of Promotion and the Marketing Mix
- An overview of the marketing mix
- The role of promotion in marketing
- The elements of the promotion mix
- Advertising
- Personal selling
- Public relations
- Sales promotion
- Promotion mix strategies across the Product Life Cycle (PLC)
Event Management: Creating a Company or Brand Exposure
- Creating an event concept
- Key elements of event design
- Event planning and execution
- Aligning event elements with the company or brand identity
- Creating an event check-list
Launching an Advertising Campaign
- Marketing communications objectives
- Characteristics of a successful campaign
- Steps in creating an advertising campaign
- A typical IMC plan template:
- Situational analysis
- SWOT analysis
- Marketing communications objectives
- Marketing communications message objectives
- Marketing communications strategies
- Marketing communications mix
- Marketing communications budget
- Marketing communications media scheduling
- Marketing communication implementation, monitoring, and control
- The role of the advertising agency
- Typical full-service agency organization
- What to ask from the advertising agency
- Team workshop: launching a full MARCOM campaign
The Framework of Promotional Campaigns
- Assessing the brand’s strengths and weaknesses
- Identifying a clear positioning
- Identifying the target market
- Selecting a consistent message
- Evaluating different creative briefs
- Agreeing on the final strategic copy
Digital Marketing Campaign Strategies
- Traditional versus digital marketing
- Some digital marketing tools
- Google plus
- Email marketing
- Mobile marketing
- Pay per click marketing
- Preparing and managing a digital marketing campaign
- Website analytics: measuring the effectiveness of digital marketing