ISM Endorsed Marketing Communications and Media Planning|Online

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 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

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 company or brand exposure
- Creating an event concept
- Key elements of event design
- Event planning and execution
- Aligning event elements with 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

Institute of Sales Management (ISM)

Meirc is a recognized center and an endorsed training partner for the Institute of Sales Management (ISM*). This endorsement is a badge of recognition for the high quality sales and marketing training courses offered by Meirc Training & Consulting. Upon successfully completing any of these courses, participants will be awarded an ISM Certificate in addition to the certificate they receive from Meirc Training & Consulting.

*ISM is the UK’s largest professional body for salespeople and is the authoritative voice of selling and the custodian of sales standards, ethics and best practice. The core mission of the ISM is to promote standards of excellence in sales and sales management and enhance the prestige, integrity and profile of the sales profession as a whole and to inspire sales and marketing personnel to greater heights of achievement. ISM qualifications are vocationally-related, globally-recognized and are overseen by the UK government’s regulator Ofqual so you can be sure they meet the highest standards.

Visit Website Check the Courses

2023 Schedule & Fees

Fees

Per participant

USD 2700

Fees + VAT as applicable

Discount Plans & Cancellations Policy

Location & Date

There are no public sessions remaining for the course this year. Please contact us if you wish to have a customized in-house session, or to find out how an additional public session can be scheduled.

Meirc reserves the right to alter dates, content, venue, trainer, and to offer courses in an integrated virtual learning (IVL) format whereby face to face classroom participants and virtual learners participate simultaneously in the same course in an interactive learning experience.

Tax Registration Number: 100239834300003

This course is also offered in face-to-face courses, click on the course below.

ISM Endorsed Marketing Communications and Media Planning Workshop

3 - 7 Nov, 2024

English

Dubai

Overview