Introduction to Marketing Communications

Overview

Following this one day, intensive workshop, you will be familiar with the range of communication tools and techniques available to professional marketers and have the ability to analyse the marcoms mix that best suits your own organisation. You will also learn how to manage and enhance the relationship that exists between marketers and external partners such as advertising and PR agencies.

Benefits to you and your organisation

You will increase your understanding of marketing communications in your organisation and have a greater awareness of the tools used. As well as developing more rounded skills as a marketer, you will have a solid foundation for further training and future specialisation.

Your organisation will have greater capacity to explore the full communication mix and critically appraise the work of key partners such as agencies. The course helps to widen knowledge and appreciation of marketing communication techniques, leading to more effective and coherent collaboration between marketers.

Who this course is for

This course is for people who are new to the marketing profession or the marcoms discipline and looking to start from the first principles. It is also popular with those who support marcoms teams or have been given a communications brief as part of a more general role.

What you will learn

• Analyse the role of marketing communications within your organisation.
• Uncover the needs of target audiences to aid communications messages.
• Judge the effectiveness of campaign activity.
• Work closely with professional suppliers such as advertising agencies.
• Assess key marketing communication tools and techniques including advertising, direct mail, public relations and sales promotion, as well as personal selling.
• Capitalise on the full potential of electronic media in a marketing.

Course content

• General principles and key elements of theory.
• Advertising and public relations explored.
• Relationships with agencies and suppliers.
• Direct marketing in print and electronic media.
• Personal selling.
• Current and future trends in marketing communications.

Learning approach

• Whole-group discussion.
• Short exercises in pairs and smaller groups.
• Mini case studies within two featured businesses – business-to-consumer and business-to-business.