Marketing Communications and Media Planning Workshop

Advertising and marketing communications’ is the art and business of developing and communicating messages that provide consumers with information about products, services and ideas. Marketing communications is exciting, creative, demanding, rewarding and challenging. This course is designed to provide training in the theoretical and practical aspects of modern marketing communications. Participants will review the many marketing tools available, digital or conventional, and learn about the whole advertising and communication function using a variety of media techniques geared for campaign success.

Awarding Body

London Institute of
Business & Technology

Duration

5 Days
25 Hours

Start Date

All Year Around

Study Mode

Classroom OR
Distance Learning

By the end of this programme, the participant will be able to:

  • Describe the field of marketing communication and explain the characteristics of successful campaigns (offline and online)
  • Exercise well rounded knowledge of event concepts and strategies to optimize visibility of brand or company image
  • 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 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
  • 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 company or brand exposure
    • Creating an event concept
    • Key elements of event design
    • Event planning and execution
    • Aligning event elements with 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
      • Facebook
      • Twitter
      • LinkedIn
      • 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

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.

5-day training programme – 1,790 USD

How many students are there in a classroom?

It depends on how many would enroll per intake. Even if the number of students are just 1, we still continue with the training as planned. The maximum number of students we will have in a classroom is 10.

Can I request a date that is convenient for me?

Absolutely! We will arrange the training that is convenient for you. The training date is completely customizable.

Can I change the course content?

Yes, if the contents of the course needs to be changed, please let us know. We will communicate with you and get a course outline that works for you finalized.

Does it matter which industry I work at?

It really doesn’t. We take cases and discuss them to cover your industry. If you need the course to be customized and tailored to your industry, we can also do that. You’d have to let us know in advance by filling out the form below.

(The fees include coffee breaks, study materials and working lunches daily)

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