Marketing Communications - Level 2
Course
In Hammersmith
Description
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Type
Course
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Level
Intermediate
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Location
Hammersmith
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Duration
1 Week
Upon completion of this Marketing Training Course, you will be able to understand:
The concept and issues associated with brand placement.
The differences and significance of exhibitions and trade shows.
The main advantages and disadvantages of using exhibitions as part of the communications mix.
The role and key characteristics of packaging as a form of marketing communications.
Principles associated with licensing.
The importance and characteristics of source credibility.
Different ways messages can be constructed.
Various ways in which advertising appeals can be presented.
How informational and transformational motives can be used as tactical tools in a communications plan.
The role of creativity and how the creative process is managed.
How message framing, storytelling and user-generated content are used in marketing communications.
Three main ways in which media can be classified.
Differences between linear and interactive media.
Trends and primary characteristics of each type of linear media.
Different characteristics associated with interactive media, and what interactive media enable people to do.
Issues associated with multichannel campaigns and the role of media within a retailing context.
The dynamics associated with direct-response media.
How advertising can be used in an interactive context.
Search engine marketing and the main features of both pay-per-click and search engine optimisation.
Characteristics and value of marketing communications through social media.
Characteristics associated with viral marketing, web logs and microblogging, podcasting, and online communities.
Features of email marketing communications and how the use of SMS, apps, widgets, affiliate marketing and augmented reality can enhance marketing communications.
Principles associated with media planning and the impact of media and audience fragmentation.
Various theories concerning different media and related switching behaviours.
Facilities
Location
Start date
Start date
About this course
Chief Communications Officers
Marketing and communications directors, managers, executives and staff
Those who wish to understand how brands create communications and engage audiences in brand conversations
Those employed by governmental, charitable, other not-for-profit and third-sector organisations who need to communicate with a range of stakeholders
Those who wish to develop insights into the reasoning behind the marketing communications activities usedby organisations
Learning outcomes
Reviews
This centre's achievements
All courses are up to date
The average rating is higher than 3.7
More than 50 reviews in the last 12 months
This centre has featured on Emagister for 5 years
Subjects
- Marketing
- Marketing Communications
- Brand Management
- Branding
- Packaging
- Advertising
- Communications
- Trade
- Trade Finance
- Media
Course programme
- Characteristics and issues of brand placement
- Trade shows and exhibitions
- The communications dimensions of packaging
- Licensing
- Message source
- Structural elements in a message
- Message appeals
- Advertising tactics
- The creative process
- Message framing
- Storytelling
- User-generated content (UGC)
- Sourcing content
- Media classification – by form
- Media classification – by source
- Media classification – by function
- Linear media
- Interactive media
- Interactive media advertising
- Search engine marketing
- Social media
- Other forms of interactive media
- The media mix
- Switching behaviour
- Vehicle selection
- Recency planning
- Media buying: the block plan and automation
- Media source effects
Marketing Communications - Level 2