Delivering Marketing Communications

ICTD International Centre for Training and Development

ICTD International Centre for Training and Development


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Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

Who should attend

Product and brand managers and product/marketing executives, especially those responsible for marketing.

About the course

Successful marketers maximize their sales opportunities by using integrated marketing communications, which include advertising, personal selling, promotion, direct marketing, public relations, customer relationship management and electronic media. Prepare an integrated marketing communications plan as part of the course's curriculum.

## Course Objectives

By the end of the program, participants will be able to:

  • Examine the concept of exchange in the marketing context
  • Assess the role of promotion in the context of the marketing mix
  • Consider the range and potential impact of marketing communications
  • Identify the key characteristics of each major tool in the communications mix
  • Examine the effectiveness of each communication tool
  • Establish a need for marketing communications
  • Compare marketing communications in the consumer and business markets

## Course Outline

Introduction to Marketing Communications

  • Introduction
  • The Concept of Marketing as an Exchange
  • The Role of Communication in Exchange Transactions
  • Marketing Communications and the Process of Exchange
  • Defining Marketing Communications
  • The Role of Marketing Communications
  • The Marketing Communications Mix
  • Effectiveness of the Promotional Tools
  • Selection Criteria
  • Management of the Promotional Tools
  • Context and Marketing Communications
  • Communication Differences

*Communication Theory *

  • An Introduction to the Communication Process
  • Linear Model of Communication
  • Influences of the Communication Process
  • Word-of-Mouth Communications
  • Process of Adoption
  • Process of Diffusion
  • Interactional Approaches to Communications
  • Relational or Contextual Approaches to Communications
  • Network Approaches to Communications

Understanding How Consumers Process Information

  • Introduction
  • Cognitive Theory
  • Personality
  • Perception
  • Marketing and Perception
  • Learning
  • Attitudes
  • Changing Attitudes with Marketing Communications

*Customer Decision-Making *

  • Introduction
  • A General Buying Decision-Making Process
  • Types of Consumer Decision-Making
  • Perceived Risk
  • Involvement Theory
  • Hedonic Consumption
  • Consumer Decision-Making Processes
  • Organi zational Buying Decision Processes
  • Unifying Models of Buyer Decision-Making

How Marketing Communications Might Work

  • Introduction
  • Context – Strategy and Marketing Communications
  • The Emergence of Marketing Communications
  • The Role of Marketing Communications
  • How Does Marketing Communications Work?
  • Cognitive Processing
  • Elaboration Likelihood Model
  • Interaction, Dialogue and Relationships
  • Developing Significant Value
  • Towards a Model of Marketing Communications

*Marketing Communications: Strategies and Planning * * Introduction * Understanding Strategy * Market Segmentation * The 3Ps of Marketing Communications Strategy * Strategic Balance * Internet Strategies * Developing a Marketing Communications Plan * The Marketing Communications Planning Framework * A Framework For Integrated Marketing Communications Plans * Links and Essential Points

*Marketing Communications: Objectives and Positioning *

  • Introduction
  • The Role of Objectives in Corporate Strategy
  • The Role of Promotional Objectives and Plans
  • Derivation of Promotional Objectives
  • The Need for Realism when Setting Promotional Objectives
  • SMART Objectives
  • Positioning: An Introduction
  • The Development of the Positioning Concept
  • The Positioning Concept
  • Developing and Managing a Position
  • Positioning Strategies
  • Repositioning

Branding and the Role of Marketing Communications

  • Introduction
  • Brand Characteristics
  • Benefits of Branding
  • Brand Portfolios: Architecture and Forms
  • The Strategic Role of Branding
  • The Role of Marketing Communications in Branding
  • Business-To-Business Branding
  • Online Branding
  • Brand Equity

*Corporate Identity, Reputation and Branding *

  • Introduction
  • Corporate Identity or Corporate Branding?
  • Corporate Communications
  • Dimensions of Corporate Image
  • Elements of Corporate Identity
  • Corporate Reputation
  • Strategy and Corporate Identity/Image

Financial Resources for Marketing Communications

  • Introduction
  • Trends in Promotional Expenditure
  • The Role of the Promotional Budget
  • Benefits of Budgeting
  • Difficulties Associated with Budgeting for Communications Spend
  • Models of Appropriation
  • Techniques and Approaches
  • Competitive Parity
  • Advertising-To-Sales Ratio
  • Share of Voice
  • Appropriation Brand Types
  • The Value of Brand Communications
  • Profit Impact on Market Strategy (PIMS)
  • Which Methods Are Most Used?
  • Budgeting for the Other Elements of the Promotional Mix

*Evaluating Marketing Communications *

  • Introduction
  • The Role of Evaluation in Planned Communications
  • Pre-Testing Finished Advertisements
  • Physiological Measures
  • Post-Testing
  • Other Tests
  • Sales Promotion
  • Using Technology to Evaluate Sales Promotions
  • Public Relations
  • Sponsorship
  • Personal Selling
  • Online Communications

Advertising and Strategy

  • Introduction
  • The Role of Advertising
  • Emotion in Advertising
  • Advertising Models and Concepts
  • The Strong and Weak Theories of Advertising
  • Using Advertising Strategically
  • Advertising to Engage

Advertising Messages and Creative Approaches

  • Introduction
  • Message Source
  • Message Balance
  • Message Structure
  • Message Presentation
  • Advertising Tactics

Media Behaviour and Planning: Delivering The Message

  • Introduction
  • Media-Switching Behaviour
  • Vehicle Selection
  • Media Planning Concepts
  • Effective Frequency
  • Recency Planning
  • Media Usage and Attitudes
  • Efficiency
  • Media Source Effects
  • Scheduling

Sales Promotion

  • Introduction
  • Understanding the Value of Sales Promotions
  • The Role of Sales Promotion
  • Sales Promotion Plans: The Objectives
  • An Overview of How Sales Promotions Work
  • Loyalty and Retention Programmes
  • The Strategic Use of Sales Promotions
  • Methods and Techniques
  • Sales Promotions: Manufacturers to Resellers
  • Sales Promotions: Resellers to Consumers
  • Sales Promotions: Manufacturers to Consumers
  • Sales Promotions: The Salesforce
  • Other Sales Promotion Aids

Videos and materials

Delivering Marketing Communications at ICTD International Centre for Training and Development

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.