Marketing Communications

Overview

Course duration: 2 days.

This two-day course is designed for people who want to perfect or increase their knowledge of the communications mix. Dealing with both above and below the line communications in addition to planning and measurement tools, this course offers a truly holistic view of marcomms.

Is it right for me?

Suitable for all those involved in the development and implementation of marketing communications strategies and tactics.

What will I learn?

By the end of this practical course you will be able to:

• Understand the interaction of the communications mix .
• Know how the communications process works.
• Use the appropriate communications tools.
• Integrate electronic media into the mix.
• Use above, below and through the line effectively.
• Get the best value from the communication spend.

Pre-course Activity

Please bring along to the course examples of your company's communications.

What will it cover?

Undertaking a Marketing Audit

• The key elements of the audit
• Reviewing the marketing communications plan from the key stakeholders’ point of view
• Stages in the development of the communications plan
• Sources of strategy   

The Communications Process

• The communications mix

Communications Development Framework

• A structure for planning and implementing marketing communications   

Media Choice

Creative and Media Strategy

The Importance of Brand

• Understanding brand equity and brand positioning

Integrated Marketing Communications

• The benefits of an integrated communications strategy above, below, through and on the line

Reviewing Creative Proposals

Budget Setting and Control

Communication Plan Evaluation

Communications Audit

Further courses to consider

Direct Marketing

Great Copywriting