Marketing Communications – Level 2

KEY INFORMATION

  • Course Code: MPRS102B
  • Duration: 1 week
  • Fee: £2675

COURSE OUTLINE

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 organisations 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 organisations

Learning outcomes

Upon completion of this short-term marketing courses, you will be able to understand:

  • 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.

WHAT IS INCLUDED:

  • 30 hours of classroom-based training
  • Apple iPad
Program taught in:
English

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Last updated June 7, 2019
This course is Campus based
Start Date
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July 29, 2019
Duration
1 week
Full-time
Price
2,675 GBP
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