Marketing Communications and Media Planning Workshop

Why Attend

‘Advertising and marketing communications’ is the art and business of developing and communicating messages that provide consumers with information about products, services, and ideas. Marketing communications are exciting, creative, demanding, rewarding and challenging. This course is designed to provide training in the theoretical and practical aspects of modern marketing communications. Participants will review the many marketing tools available, digital or conventional, and learn about the whole advertising and communication function using a variety of media techniques geared for campaign success.

Course Methodology

The course includes group exercises and case studies, brief presentations by the participants to defend the findings related to case studies, videos, and comprehensive workshops.

Course Objectives

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

  • Describe the field of marketing communication and explain the characteristics of successful campaigns (offline and online)
  • Optimize visibility of brand or company image by exercising well-rounded knowledge of event concepts and strategies
  • Define the principles of Integrated Marketing Communication (IMC) and describe how companies apply these principles to ensure messages are heard by both consumers and businesses
  • Apply the insights and skills needed to manage special marketing communications issues and create successful solutions
  • Recognize and implement social media vehicles and tactics to maximize the marketing campaign return on investment

Target Audience

The course is designed for professionals in marketing, communication, advertising, public relations, human resources, sales, and business development who need practical, up-to-date knowledge of marketing strategy and techniques. The course is aimed at all types of organizations such as large corporations, government agencies, small businesses, and non-profit entities.

Target Competencies

  • Communication functions
  • Media alternatives
  • Marketing communication planning
  • Media scheduling
  • Event concepts and management
  • Brand positioning
  • Social media campaigns

Location:

AATICD Campus or Online or Inhouse

Training Dates:

Course starts every Monday of every Week.

Course Fees:

To be sent via Proforma Invoice to your e-mail

Note: Please fill in the online application form on the left or bottom if this page to receive a quotation from AATICD.

How to Apply:

To Apply Simply Fill in the Online Enquiries / Applications form on the Right Sidebar or Bottom of this website http://www.aaticd.co.za

NB:

When filling the online application form; please take note of your desired Training Month, Duration in Weeks and Training Session. This will give us the exact dates you will be attending your classes.

Also note that Tuition Fees must be paid upfront on or before training start date. This is to ensure that all resources are made availabe for you before you start. You will not be allowed into training if fees are not paid and verified.

Also note that Tuition Fees Cancellations must be made 14 business working days before the starting date of training. This will allow us to do a 50% refund of the total amount paid. If cancellations are made thereafter note that no refund will be made to delegates.

Tuition Fees include teas and lunch as well as either a laptop or tablet which a delegate will take home free of charge.

Tuition Fee DOES NOT include Accommodation, Dinners and other Extra Curricular Activities or Incidentals. Delegates are expected to fund this on their own. AATICD will not be held accountable for any incidents to delegates.

In-House Trainings are also available for 10 or more delegates for any duration. Please consult with our Administration for such In-House training bookings.


Course Outline

  • The role of promotion and the marketing mix
    • An overview of the marketing mix
    • The role of promotion in marketing
    • The elements of the promotion mix
      • Advertising
      • Personal selling
      • Public relations
      • Sales promotion
    • Promotion mix strategies across the Product Life Cycle (PLC)
  • Event management: creating a company or brand exposure
    • Creating an event concept
    • Key elements of event design
    • Event planning and execution
    • Aligning event elements with the company or brand identity
    • Creating an event check-list
  • Launching an advertising campaign
    • Marketing communications objectives
    • Characteristics of a successful campaign
    • Steps in creating an advertising campaign
    • A typical IMC plan template:
      • Situational analysis
      • SWOT analysis
      • Marketing communications objectives
      • Marketing communications message objectives
      • Marketing communications strategies
      • Marketing communications mix
      • Marketing communications budget
      • Marketing communications media scheduling
      • Marketing communication implementation, monitoring, and control
    • The role of the advertising agency
    • Typical full-service agency organization
    • What to ask from the advertising agency
    • Team workshop: launching a full MARCOM campaign
  • The framework of promotional campaigns
    • Assessing the brand’s strengths and weaknesses
    • Identifying a clear positioning
    • Identifying the target market
    • Selecting a consistent message
    • Evaluating different creative briefs
    • Agreeing on the final strategic copy
  • Digital marketing campaign strategies
    • Traditional versus digital marketing
    • Some digital marketing tools
      • Facebook
      • Twitter
      • LinkedIn
      • Google plus
    • Email marketing
    • Mobile marketing
    • Pay per click marketing
    • Preparing and managing a digital marketing campaign
    • Website analytics: measuring the effectiveness of digital marketing