Marketing Communications Tools

KEY INFORMATION

  • Course Code: MPRS102A5BA
  • Duration: 6 days
  • Fee: £2895

COURSE OUTLINE

Advertising: Role, Forms and Strategy

  • Selling propositions
  • The use of emotion in advertising
  • Types of advertising
  • Using advertising strategically
  • Consumer-generated advertising

Public Relations: Principles and Practice

  • Public relations and relationship management
  • Objectives of public relations
  • Public relations: methods and techniques
  • Media relations
  • Forms of public relations

Sponsorship

  • The growth and development of sponsorship
  • Sponsorship objectives
  • How sponsorship might work
  • Types of sponsorship
  • The role of sponsorship in the communications mix

Direct Marketing and Personal Selling

  • The growth of direct marketing
  • The role of data
  • Direct-response media
  • The tasks of personal selling
  • The role of social media in personal selling
  • Strategic account management

Sales Promotion, Field Marketing and Brand Experience

  • Sales promotion plans:the objectives
  • Retention programmes
  • Sales promotion: methods and techniques
  • Range of field marketing activities
  • Brand experience and events

Brand Placement, Exhibitions, Packaging and Licensing

  • Characteristics and issues of brand placement
  • Trade shows and exhibitions
  • The communications dimensions of packaging
  • Licensing

Target audience

  • 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 organizations who need to communicate with a range of stakeholders.
  • Those who wish to develop insights into the reasoning behind the marketing communications activities used by organizations.

Learning outcomes

Upon completion of this course, you will be able to understand:

  • The role that advertising plays in influencing our thoughts and behavior.
  • Advertising as an independent discipline.
  • The use of selling propositions, and the role of emotion in advertising.
  • Different types or forms of advertising.
  • Ways in which advertising can be used strategically.
  • Issues associated with consumer-generated advertising.
  • The nature and characteristics of public relations.
  • The main audiences to which public relations activities are directed.
  • The role of public relations in the communications mix.
  • Ways in which public relations work.
  • Some of the main methods and approaches used by public relations.
  • The nature and context of crisis management.
  • How sponsorship activities have developed and the main characteristics of these forms of communications.
  • Reasons for the use of sponsorship and the types of objectives that might be set.
  • How sponsorship might work.
  • The variety and different forms of sponsorship activities.
  • Reasons why sponsorship has become an important part of the communications mix.
  • Key characteristics of direct marketing.
  • Different methods used to implement direct marketing.
  • The significance of the database and Big Data in direct marketing and different direct-response media.
  • Different types, roles, and tasks of personal selling.
  • The role and evolution of social media within personal selling.
  • Characteristics of strategic account management.
  • The value and role of sales promotions.
  • Ways in which sales promotion is thought to work.
  • The merits of loyalty and retention programmes.
  • Different sales promotion methods and techniques.
  • Ideas associated with field marketing and related activities.
  • Principles associated with the brand experience.
  • 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.

WHAT IS INCLUDED:

  • 36 hours of classroom-based training
  • Apple iPad
Program taught in:
English

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Last updated September 22, 2018
This course is Campus based
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July 22, 2019
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