Marketing communications fundamentals

Overview
Effective marketing communications can transform a business or a brand. In this course, you'll be introduced the principles involved and will explore the different media and techniques that marketers employ. Advertising, direct marketing, e-marketing and sales promotion are all vital parts of the mix, but you'll also learn about the newer techniques that have gained momentum in recent years including blogging, podcasting and involvement in social networking spaces.

Prerequisites
You'll either be starting out in a marketing department or will be taking responsibility for marketing communications activity as part of a wider role.

Course Content Definitions

• What do we mean by marketing communications?
• What makes marcoms different from marketing?

The Advertising Business

• The role of agencies
• Principles of successful advertising
• Judging creative work
• Measuring your effectiveness

Direct Marketing

• Direct mail that really works
• Email with impact
• Other ways of forming direct relationships

Sales Promotion

• Different offers to the customer
• Advantages and disadvantages of sales promotion campaigns

The Future of Marketing Communications

• Web 2.0 and user-generated content
• Guerrilla marketing
• Viral marketing