Managing Marketing Communications (3 day)

Scheduled Dates Locations filtered. Show all UK course locations.

Course Overview

Marketing communications should play a major part in winning customers, building relationships and building brand. However, they are often ineffective because they are undertaken in a very fragmented way and only produce limited short-term results.

Well-managed communications can give an organisation a very real competitive advantage and there are many opportunities to improve the way in which they are managed. This course shows you how to make significant improvements to marketing communications so that you can develop that competitive advantage.

Most organisations waste money on marketing communications because their activities are fragmented. Much of the budget spent is not geared to clearly defined objectives and the outcomes are not measured.

Effective marketing communications requires; - a clear understanding of objectives - careful planning - coordination of the right communications tools - a strategic and tactical approach - and measurement of results. This course shows you how to manage those factors.

Audience

This course is for marketing and communications managers and executives aspiring to a marketing management role. It is also for others who believe that their marketing communications are insufficiently structured and co-ordinated.

Skills Gained

Benefits for your organisation:

Organisations will benefit by having staff who are able to structure, integrate and manage communications so they meet marketing objectives. Delegates will learn how to select communications strategies and tactics that can compete successfully against competitors who have bigger budgets. Through better testing and measurement, organisations can avoid wasteful spending and develop campaigns that are cost effective.

Benefits for you as an individual:

By attending this course you will improve your ability to manage marketing communications tactically and strategically. It should help you to improve the return on your marketing communications spend and increase your profile among colleagues and senior managers in the organisation.

It should also enable you to plan and integrate marketing communications so that they play a more prominent role in achieving the organisation's objectives.

You will learn how to:

• Use marketing communications strategically and tactically
• Identify key problems in marketing communications
• Create meaningful marketing communications objectives
• Target communications accurately
• Blend the right promotional tools to achieve communications objectives
• Develop and deliver the right messages
• Win the support and co-operation of sales teams
• Use CRM and database systems for marketing communications
• Construct a marketing communications plan
• Leverage digital technology to improve marketing communications
• Create a marketing communications budget
• Track and measure the effectiveness of marketing communications
• Manage brand communications
• Build and manage customer relationships
• Apply internal marketing communications
• Select, brief and evaluate agencies

Course Outline

• Targeting marketing communications
• Understanding strategic marketing communications
• Marketing communications planning
• Integrating marketing communications
• Measuring the results of marketing communications
• Developing and winning a marketing communications budget
• Brand communications
• Using CRM and other digital technology for marketing communications
• Working with sales to improve marketing communications
• Building relationships through marketing communications
• Managing internal communications Agency briefing, selection, management and evaluation
• Pre and post learning support:
• Delegates will be referred to appropriate learning materials down-loads and web casts.

To take away from the course:

Delegates will be given templates tools and frameworks that they can use in the workplace after the course

Managing Marketing Communications (3 day) / 0020