Workshop on Marketing Communication and Media Planning

Workshop on Marketing Communication and Media Planning

Methodology:

• Includes group exercises, case studies, and brief presentations by participants to defend their research findings.
• Incorporates video materials and comprehensive workshops.

Course Objectives:

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

• Describe the field of marketing communications and explain the characteristics of successful campaigns (online or offline).
• Apply a good understanding of “event concepts” and strategies to enhance brand visibility or corporate image.
• Identify the principles of integrated marketing communications (IMC) and how to apply them in companies to ensure message delivery to consumers and businesses.
• Apply the necessary ideas and skills to manage marketing communication problems and find successful solutions.
• Recognize and apply social media and tactics to increase return on investment from marketing campaigns.

Target Audience:

This course targets professionals in the fields of marketing, communications, advertising, public relations, human resources, sales, and business development who need practical knowledge of modern marketing strategies and techniques. It aims to benefit all types of organizations, including large companies, government entities, small businesses, and nonprofit entities.

Program Content:

1. Promotional Role and Marketing Mix

• Overview of the marketing mix
• The role of promotion in marketing
• Elements of the promotional mix
• Advertising
• Personal selling
• Public relations
• Sales promotion
• Promotional mix strategies across the product life cycle (PLC)

2. Event Management: Creating or Exposing the Brand

• Creating events
• Key elements of event design
• Planning and executing events
• Setting effective objectives
• Creating a checklist for the event

3. Launching an Advertising Campaign

• Objectives of marketing communication
• Characteristics of successful campaigns
• Steps in creating an advertising campaign
• IMC plan model:
  • Situational analysis
  • SWOT analysis
  • Marketing communication objectives
  • Marketing communication message objectives
  • Marketing communication strategies
  • Marketing communication mix
  • Marketing communication budget
  • Implementing and controlling marketing communication
• Role of advertising agencies
• Qualities of an ideal advertising agency
• Questions to ask when choosing an advertising agency
• Team workshop: Launching a comprehensive MARCOM campaign

4. Within Promotional Campaigns

• Evaluating brand strengths and weaknesses
• Clear positioning
• Identifying the target market
• Choosing a strong message
• Evaluating creative summaries
• Agreeing on the final strategic copy
• Digital marketing campaign strategies
• Traditional vs. digital marketing
• Some digital marketing tools:
  • Facebook
  • Twitter
  • LinkedIn
  • Google+
  • Email marketing
  • Mobile marketing
  • Online marketing
  • Media marketing
  • Pay-per-click marketing
  • Social media marketing
• Setting up and managing a digital marketing campaign
• Website analytics: Measuring digital marketing effectiveness