Advanced Marketing Communications

General

Program Description

Key Information

  • Course Code: MPRS102
  • Duration: 2 weeks
  • Fee: £5075

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

Messages and Creativity

  • Message source
  • Structural elements in a message
  • Message appeals
  • Advertising tactics
  • The creative process
  • Message framing
  • Storytelling
  • User-generated content (UGC)
  • Sourcing content

Media – Principles and Practice

  • Media classification – by form
  • Media classification – by source
  • Media classification – by function
  • Linear media
  • Interactive media

Social, Search and Other Interactive Media

  • Interactive media advertising
  • Search engine marketing
  • Social media
  • Other forms of interactive media

Media Planning: Reaching Audiences

  • The media mix
  • Switching behaviour
  • Vehicle selection
  • Recency planning
  • Media buying: the block plan and automation
  • Media source effects

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 marketing professional courses, 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.
  • The importance and characteristics of source credibility.
  • Different ways messages can be constructed.
  • Various ways in which advertising appeals can be presented.
  • How informational and transformational motives can be used as tactical tools in a communications plan.
  • The role of creativity and how the creative process is managed.
  • How message framing, storytelling, and user-generated content are used in marketing communications.
  • Three main ways in which media can be classified.
  • Differences between linear and interactive media.
  • Trends and primary characteristics of each type of linear media.
  • Different characteristics associated with interactive media, and what interactive media enable people to do.
  • Issues associated with multichannel campaigns and the role of media within a retailing context.
  • The dynamics associated with direct-response media.
  • How advertising can be used in an interactive context.
  • Search engine marketing and the main features of both pay-per-click and search engine optimization.
  • Characteristics and value of marketing communications through social media.
  • Characteristics associated with viral marketing, weblogs and microblogging, podcasting, and online communities.
  • Features of email marketing communications and how the use of SMS, apps, widgets, affiliate marketing and augmented reality can enhance marketing communications.
  • Principles associated with media planning and the impact of media and audience fragmentation.
  • Various theories concerning different media and related switching behaviors.
  • Key concepts used in linear media selection: reach and cover, frequency, duplication, rating points, and CPT.
  • The concept of repetition and the debate concerning effective frequency and recency planning.
  • Planning issues related to interactive media and scheduling.
  • Media source effects as an important factor in media selection, placement, and timing.
Last updated September 2019

About the School

London Business Training & Consulting (LBTC) is the UK’s premier business and management training and consulting service provider. We cater to both individual and organisational clients from all o ... Read More

London Business Training & Consulting (LBTC) is the UK’s premier business and management training and consulting service provider. We cater to both individual and organisational clients from all over the world. Read less