Marketing Communications and Brand Management

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 organization 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 organizations

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, personal selling
Choosing between the different mediums: broadcast, print, outdoor, digital, social media, in-store
Co-ordinating and integrating marketing communication activities
Insights into media planning and buying
Developing effective messages using the different types of appeals
Creating content 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, colors, 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 organization and stakeholders
Identifying and setting priorities for implementation
Winning support from key internal personnel for implementation
Personal coaching: presenting the challenges you will face 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

No. of Days:

4