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Training Course Summary:

This programme is designed for people who want to understand how to apply marketing communications more effectively by their organisation. Both sales and marketing people should benefit considerably as this is a practical programme which shows how marketing communications work and how to make them work better for you. Participants will be given guidance on how to apply the principles in a practical way which meets their own marketing communications objectives. The content is designed so that those who attend can apply it to their own situation regardless of the business sector they are in.

Who Should Attend:

People who are involved in any aspect of marketing communications, who want to improve their understanding of the subject and improve the standards of marketing communications within their organisation. It is also relevant to those working for public sector bodies and other non-profit organisations.

Training Course Overview/Content:

Introduction & Objectives

The Scope of Marketing Communications
• How to avoid wasting your marketing communications budget
• What works and what doesn’t
• The most important thing in marketing communications
• Segmenting the market and identifying the target audience
• Profiling and targeting different decision makers
• What influences the decision maker
• High and low involvement
• Understanding the barriers to communication

Using the Communications Mix
• Introducing the marketing communications tools
• Advertising tools and where they are appropriate
• How to use sales promotions
• Using direct marketing and marketing databases
• Understanding public relations and its methods
• How to get the best from e-marketing
• Using selling and marketing to achieve a better result
• How the various communications tools work
• Understanding which tools are useful to you
• Getting the tools to work together
• Developing an effective marketing communications mix

The Marketing Message
• Some marketing communications models
• How the message works
• The important aspects in message design
• How to develop the message
• Choosing the right message for the right medium
• How to find out if the message is right

Strategy
• Understanding marketing communications strategies
• Where the strategy fits in
• Marketing to stakeholders and internally
• Using marketing communications to sell to distribution partners
• Supporting channel partners with marketing communications

Analysis and Evaluation
• Using communications to build customer relationships
• Lifetime value affects communications
• Using communications for acquisition, retention and win-back
• How to create a marketing communications plan
• Measuring the effectiveness of marketing communication

Review of Programme