Marketing Communication

Course Outlines:

Module One: 

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

Module Two:

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

Module Three:

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

Module Four:

New Media and the Communications 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

Module Five:

Bringing It All Together 

• Creating a Successful Strategy
• The Importance of Strategic Alignment and Clear Roles and Responsibilities
• Customer Journey Focused Communication
• Optimize Marketing Budgets across Markets, Brands and Channels
• Aligning Budgets against Business Objectives and the Market Opportunity
• KPIs, Measurement and Evaluation
• Summary and Conclusion