Marketing Skills: Communications: Introuction (3 day)

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Course Overview

This course will introduce you to the fundamental concepts and use of marcoms techniques, strategy and planning within a general marketing context. It will explore basic marketing, advertising, direct mail, public relations, sales promotions and the internet, covering their purpose, what they do and then how they can link together to deliver an integrated marcoms programme based on sound strategic thinking.

Audience

There are no pre-requisites for this course. It is designed for newcomers to the field of marcoms. Practitioners, who have no formal training, but SOME experience, may find it useful as a structure for their activity. Likewise those acting in a support or liaison capacity with marcoms practitioners will find value in enhancing their understanding of the role. The follow-on course is 'Integrated Marketing Communications'.

Skills Gained

Your organisation will benefit by starting to develop staff who can understand the role of marcoms, the techniques to use, and how to build relevant strategies and plans to increase business. This will result in more effective use and results measurements of marcoms budgets and processes in the future. You will have the opportunity to return with a template for creating a marcoms plan that can be adapted for use by the organisation if desired.

You will be able to play a more satisfying, enhanced professional role in your organisation by making more of an informed contribution to the planning and application of marcoms processes. Your future career and training paths may be also be clarified.

Course Outline

• Relate marcoms activity to the total marketing effort of your organisation
• Create a basic marcoms strategy and brief for use by internal and external sources
• Set objectives for marcoms programmes
• Pay for outside providers
• Select advertising media, and assess advertising concepts
• Build a direct mail campaign, paying proper attention to the essential elements that are proven to make campaigns more effective
• Select other marcoms tools such as Public Relations, sales promotion and the Internet when required and integrate these into your campaign
• Prepare and present an outline unified marcoms plan based on a strategy you have helped to develop during the course
• Use a marcoms pc-based planning template that will be used in the course and be available for you to take back to your organisation

Marketing Skills: Communications: Introuction (3 day) / 0020