This course details about: Brand Placement, Exhibitions, Packaging and Licensing; Messages and Creativity; Media - Principles and Practice; Social, Search and Other Interactive Media; Media Planning: Reaching Audiences.
Upon completion of this short term marketing courses, you will be able to understand: The concept and issues associated with brand placement; The differences and significance of exhibitions and trade shows; The main advantages and disadvantages of using exhibitions as part of the communications mix; The role and key characteristics of packaging as a form of marketing communications; Principles associated with licensing; The importance and characteristics of source credibility; Different ways messages can be constructed; Various ways in which advertising appeals can be presented; How informational and transformational motives can be used as tactical tools in a communications plan; The role of creativity and how the creative process is managed; How message framing, storytelling and user-generated content are used in marketing communications; Three main ways in which media can be classified; Differences between linear and interactive media; Trends and primary characteristics of each type of linear media; Different characteristics associated with interactive media, and what interactive media enable people to do; Issues associated with multichannel campaigns and the role of media within a retailing context; The dynamics associated with direct-response media; How advertising can be used in an interactive context; Search engine marketing and the main features of both pay-per-click and search engine optimization; Characteristics and value of marketing communications through social media; Characteristics associated with viral marketing, web logs and microblogging, podcasting, and online communities; Features of email marketing communications and how the use of SMS, apps, widgets, affiliate marketing and augmented reality can enhance marketing communications; Principles associated with media planning and the impact of media and audience fragmentation; Various theories concerning different media and related switching behaviours; Key concepts used in linear media selection: reach and cover, frequency, duplication, rating points and CPT; The concept of repetition and the debate concerning effective frequency and recency planning; Planning issues related to interactive media and scheduling; Media source effects as an importance factor in media selection, placement and timing.
This course is for: Chief Communications Officers; Marketing and communications directors, managers, executives and staff; Those who wish to understand how brands create communications and engage audiences in brand conversations; Those employed by governmental, charitable, other not-for-profit and third-sector organisations who need to communicate with a range of stakeholders; Those who wish to develop insights into the reasoning behind the marketing communications activities used by organisations.
Certificate of Attendance
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