Marketing Communications

Course details

This course will help participants identify which communications tool is best suited to achieve specific marketing objectives and how to manage marketing communications in an effective manner to ensure efficient use of the communications budget.

Objectives

Upon the completion of this course, the participant will be able to:

• Develop the appropriate marketing communication mix to address business needs
• Understand how marketing communications fits in the marketing mix
• Understand what the marketing communications mix is
• Understand what are advertising, public relations and sales promotions and how to use them in a coordinated marketing communications strategy
• Pros and cons of media, selection and the media schedule

Target Audience

Employees responsible for marketing communications

Course Structure

This course will use interactive training methods of a combination of lecturing, case studies, group discussion/exercises and video-based learning

Program Contents

Develop a marketing communications plan: First you study, and then you decide

• Module 1: Target audience profiles
• Module 2: Buying, selling, and communications processes     
• Module 3: Marketing Messages    
• Module 4: Vehicles/Media (Marketing communication Mix (Promotion Mix))
• Module 5: Budget and schedule