Introduction
This Marketing Communication training course will change the way you think about and approach your work. As advertising and traditional marketing promotion have become less active, the focus has moved to combine the many channels used by your customers and prospective customers to engage, influence, and persuade target audiences. It combines elements of public relations and marketing, which are directed at selling your products or services, winning customers, and promoting loyalty. It helps you make the best use of social media and other new channels.
This training course will highlight:
- Cover the relationship between marketing communications, marketing, and PR
- A toolkit of skills that will boost your campaigns
- The skills to become competent researchers using data to inform practice
- An understanding of global digital communications
- The knowledge and techniques to develop your brand and reputation
Course Objectives
At the end of this training, delegates will have an understanding of marketing communications as part of their PR or Marketing strategy, specifically:
- Understand the relationship between behavioral 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
Who Should Attend?
This Marketing Communication training course is designed for Marketers and PR professionals who wish to understand marketing communication and its benefits.
This training course is a suitably wide range of professionals but will significantly benefit:
- Marketing Directors
- PR and Marketing Professionals
- Marketing Managers and Team Leaders
- Communication, PR and Corporate Affairs Directors
- Communication, PR and Corporate Affairs Managers and Team Leaders
- Executives who want to understand the power of marketing communications
Course Outline
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
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 Behavior
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
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