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 Marketing Communications and Brand Management R1658 QR Code
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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:

Unit 1: 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

Unit 2: 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

Unit 3: 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

Unit 4: 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

Unit 5: 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

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