Marketing Communications: Introduction (1 day)

Course Overview

Of all the marketing disciplines, marcoms is the most visible and subject to scrutiny by business leaders, customers and the wider public alike. It's therefore important for all serious marketers to gain a fundamental understanding of the principles involved, whether or not they choose to specialise in the field. Successful marcoms is about much more than just placing an ad or producing a brochure. You must plan strategically and gain a full understanding of the different channels and techniques available.

Following this one-day, intensive workshop, you should be familiar with the range of communication tools and techniques available to professional marketers and have the ability to analyse the marcoms mix that best suits your own organisation. You will also learn how to manage and enhance the relationship that exists between marketers and external partners such as advertising and PR agencies.

Audience

This course is designed for people who are new to marcoms and looking to develop understanding of the fundamental principles and issues. It will also be of use to those who support marketing and marcoms departments and are seeking a clearer view of the processes involved.

Skills Gained

Benefits for your organisation:

Your organisation will benefit from increased cost efficiency, effectiveness and measurement in the planning and execution of marcoms programmes. You will be better able to build constructive relationships with partners and appraise their strategic and creative thinking.

Benefits for you as an individual:

You will increase your understanding of marcoms in your organisation and have a greater awareness of the tools used. As well as developing more rounded skills as a marketer, you will have a solid foundation for further training and future specialisation.

You will learn how to:

• Analyse the role of marcoms within the marketing activity of your organisation
• Uncover the needs of targets to aid communications messages
• Develop a more strategic and planned approach to marcoms
• Judge the effectiveness of campaign activity
• Work closely with professional providers such as advertising agencies
• Assess key marcoms tools and techniques including advertising, direct mail, public relations and sales promotion, as well as personal selling
• Capitalise on the full potential of electronic media in a marcoms context

Course Outline

• Fundamentals of marketing communications
• The structure of the advertising industry
• The principles behind good advertising
• Direct marketing
• Electronic media
• Public Relations
• Sales Promotion
• Personal Selling

Marketing Communications: Introduction (1 day) / 0555