Course description
Marketing communication helps move products, services, and ideas from manufacturers to end-users and builds and maintains relationships with customers, prospects, and other important stakeholders in the company. Advertising and sales promotion will continue to play important roles in the marketing communication mix.
Fundamentals of Marketing Communications Training course, helps you explore the fundamentals of marketing communications and provides a context for the work you’re doing day to day.
You’ll be given a grounding in core principles and examine different elements of the marcoms mix, including advertising, public relations and direct marketing. As well as covering the essential components of a brief, you will come away with suggestions on how to measure the effectiveness of your communications. The course concludes with a discussion of the latest trends and developments in the field and the prospects for the future.
Upcoming start dates
Upcoming start dates
Suitability - Who should attend?
Fundamentals of Marketing Communications Training course is ideal for:
- Management marketers and PR professionals who wish to understand marketing communication and its benefits.
- Anyone who wants to work in marketing communications or study a marketing-related subject at a higher level
- Individuals who already work in a business environment and want to expand on their knowledge within the marketing sector.
Outcome / Qualification etc.
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
- 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
Training Course Content
Day 1
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
Day 2
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
Day 3
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
Day 4
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
Day 5
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
Request info
London Premier Centre
London Premier Centre is a UK leading training provider based in London and specialises in international short courses. Our inspiring, comprehensive portfolio of more than 400 professional development courses and seminars covers a wide range of professions from Administration, Leadership,...