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Developing Marketing Communications (2 Days)

Course Outline
This course looks at the development of a structured marketing communications plan. Reviewing the role of above and below the line communications and the increasingly important element of electronic media.

Who should attend
All those involved in the development and implementation of marketing communications plans.

Course Objectives

  • The interaction of the communications mix
  • How the communications process works
  • Using the appropriate communications tools
  • Integrating electronic media into the mix
  • Using above, below and through the line
  • Getting the best value from the communication spend

Course Overview

  • The communications process
    Understand how the different methods of the communications process interact to achieve your objectives
  • Using the communications mix
    Utilising the mix of media to achieve maximum impact
  • Developing the communications plan
    How to write an effective communications plan
  • The impact of advertising
    The important role of advertising in raising and maintaining awareness
  • Planned and effective public relations
    Incorporating public relations into your communications plan and your customer relationship management plan
  • Users guide to sponsorship
    How to get the most out of sponsorships of events, activities and individuals
  • The tools of sales promotion
    Using this action getting medium to turn awareness levels into sales and contribute to bottom line profit
  • Measuring communications
    Evaluation of the marketing communications plan to ensure its efficiency and revise in the light of new media and changing targets
  • Budgeting for the communications plan
    Budgeting methods and how to ensure that the communication spend is not wasted

Course Methodology
'The course uses a variety of stimuli including case studies, group and individual exercises, tutor input and class discussion. Delegates are also encouraged to bring along and review their own companies marketing communications examples. This mix ensures that each participant can learn at their own pace and in their preferred learning style. Benchmarking with best practices is also used to bring to life the theories and tools.


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