Marketing Communications and Brand Management

What are different styles of communication and what benefits each type provides? The communications process How audiences process information and make decisions Establishing and maintaining successful stakeholder relationships Understanding global audiences and communication challenges Marketing Communications Mix Product research and development . Merchandising and distribution processes and pricing. Advertising include all business messaging Personal Selling Discount and Promotions Public Relations Direct Marketing Event Sponsorship Media Campaigns Media campaigns their use and their risks. Case study examples what works and what does not. Practical example tackling a business challenge. An introduction to evaluation. Brand Management Brand creation What is a brand its key characteristics and why do people buy a brand? Create protect enhance and maintain long-term brand value. Evaluate and choose the most appropriate media and mix to promote the brand. Defend your brand when it is under attack: top tips and traps to avoid. Action Plan The "what" has to be done. Your marketing plan consists of: The "how" to do it.