Marketing Communications and Media Planning Workshop

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This course offers a practical and strategic approach to modern marketing communication, combining both digital and traditional methods. Participants will gain hands-on experience in media planning, branding, advertising, and campaign development, ensuring they stay ahead in the competitive market.

Marketing Communications and Media Planning Workshop objectives:

By the end of this Marketing Communication and Media Planning Course, participants will:

• Master the fundamentals of marketing communication and develop winning strategies for both digital and offline campaigns.
• Learn how to create effective advertising and branding campaigns that align with business objectives.
• Understand Integrated Marketing Communication (IMC) and how to develop cohesive multi-channel strategies.
• Utilize social media, content marketing, and digital advertising techniques to maximize brand exposure.
• Develop skills in event planning and promotional campaign execution to enhance brand visibility.
• Leverage analytics and data-driven insights to measure campaign success and improve ROI.

Who Should Attend?

:Marketing & Advertising Specialists – Seeking advanced skills in branding, digital marketing, and strategic communication.

• Communications & PR Experts – Looking to develop integrated marketing campaigns that drive business growth.
• Sales & Business Development Professionals – Wanting to understand how marketing communication supports sales and client engagement.
• HR & Corporate Training Managers – Interested in improving internal and external communication strategies.
• Government & Private Sector Employees – Who need a comprehensive understanding of media planning and communication techniques.
• Entrepreneurs & Business Owners – Seeking to build strong marketing and advertising strategies to scale their businesses.

Course outline:

Day 1: The Role of Promotion in the Marketing Mix

• Understanding the Marketing Mix and its impact on business growth.

• The role of promotion, branding, and advertising in marketing.

• Key Elements of the Promotional Mix:

• Advertising.

• Public Relations.

• Sales Promotion.

• Personal Selling.

• Developing Effective Promotional Strategies across different stages of the Product Life Cycle (PLC).

Day 2: Event Management & Brand Visibility

• Creating impactful events to enhance brand recognition.

• Key elements of event planning, execution, and success measurement.

• Designing an event checklist for seamless event execution.

• Case Study Analysis – Evaluating successful brand events.

Day 3: Advertising & Marketing Campaigns

• Defining Marketing Communication Objectives and setting measurable goals.

• Step-by-step guide to creating an Integrated Marketing Communication (IMC) Plan:

• Conducting a Situational & SWOT Analysis.

• Defining target audience segmentation.

• Setting a marketing budget.

• Selecting the right marketing channels.

• Implementing and monitoring campaign performance.

• Working with Advertising Agencies – What to consider before outsourcing.

• Practical Workshop: Creating a real-world marketing campaign.

Day 4: Crafting a Powerful Promotional Campaign

• Evaluating brand strengths and weaknesses to enhance positioning.

• Creating compelling brand messaging that resonates with target customers.

• Reviewing and optimizing creative briefs to align with campaign goals.

• Developing a fully integrated promotional strategy.

Day 5: Digital Marketing & Media Planning

• Traditional vs. Digital Marketing – Understanding how the landscape has changed.
• Essential Digital Marketing Channels:
  • Social Media Marketing (Facebook, X, LinkedIn, Google+).
  • Email Marketing Strategies.
  • Mobile & Online Marketing.
  • Pay-Per-Click (PPC) Advertising.
• How to Set Up and Optimize a Digital Marketing Campaign.
• Website Analytics & Performance Tracking – Measuring campaign effectiveness for continuous improvement.