Marketing Communications Strategies and Practices

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Duration: 3 days

Target Audience: This programme is designed for people who want to understand how marketing communications can be applied more effectively within their organisation. Both Sales and Marketing people should benefit considerably as this is a practical course which shows how marketing communications work and how to make them work better for you. Throughout the course delegates will be given guidance on how to apply the principles in a practical way which meets their own marketing communications objectives.

 

Key Learning Outcomes

  • Define the scope of marketing communications.
  • Create different approaches for different target audiences.
  • Select the right tools of the marketing communications mix.
  • Apply the tools in different situations.
  • Create an integrated communications mix.
  • Design the right messages for different target audiences.
  • Avoid wasting budget on the wrong communications.
  • Measure the effectiveness of different marketing communications methods.
  • Set up a measurement system in order to monitor marketing success.
  • Use a database or CRM system to improve marketing communications.
  • Put together a structured marketing communications plan which can be used in practice.

 

Course Delivery Includes:

  • Theory: Latest best practice
  • Team discussions
  • Group exercises
  • Case studies
  • Technique application practice
  • Personal action planning

 

Course Outline: Marketing Communications Strategies and Practices

DAY 1

Stage 1
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

Stage 2
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

 

DAY 2

Stage 2 (cont)
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

Stage 3
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

 

DAY 3

Stage 4
Understanding marketing communications strategies
Where the strategy fits in
Marketing to stakeholders
Marketing internally
Using marketing communications to sell to distribution partners
Supporting channel partners with marketing communications

Stage 5
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