Marketing Communications

Overview

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.

Who should attend

All those involved in the development and implementation of marketing communications strategies and tactics.

Course objectives

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

Course content

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