At the end of the training seminar, participants will have an understanding of marketing communications as part of their PR or Marketing strategy, specifically:

• Understand the relationship between behavioural economics and persuasion
• Use creative problem solving techniques for better communications solutions
• Be able to generate content and stories across a range of media
• Create strategies and tactics that use corporate social responsibility and cause related marketing to build brand trust
• Be able to determine and develop the ideal communications mix for your audiences

CONTENT

Marketing Communication – Its Value and Practice

• Marketing communication – a brief history
• World class examples
• A marketing communications audit of your comms
• The marketing communication process
• Matching the medium and the message

Marketing Communications and Your Brand

• The power of the brand
• Building brand loyalty
• Brand management and communications
• Measuring your brand, culture and brand equity
• Developing a content strategy
• The communication plan

The Marketing Communication Toolbox

• Relationship marketing
• Creative direction and writing
• Integrating messages – the message house
• The psychology of persuasion and influence
• Researching and measuring consumer behaviour

Invitations, VIPs and bringing it All Together

• Creating A Successful Strategy
• The importance of strategic alignment and clear roles and responsibilities
• Customer journey focused communication
• Optimizing marketing budgets across markets, brands and channels
• Aligning budgets against business objectives and the market opportunity
• KPIs and measurement and evaluation
• Summary and Conclusion

FOR WHOM:

Marketing & Sales Personnel

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.

This course is available in the following locations:
Nigeria - $5000
Ghana    - $6000
Rwanda - $7000
UK - $8000
USA - $8000