Course information

Marketing Communications. Connect better with your audience.

Looking for more in-depth marketing knowledge to add to your skills base? This marketing training course is designed for existing marketers with some experience or those who have already completed Marketing Fundamentals: Core Concepts and Strategies, or an equivalent.

In an interactive workshop setting, we focus on a deeper understanding of the key marketing tools of advertising, PR and promotions, with an in-depth look at digital and content marketing. We explore the latest consumer and marketing trends that will enable you to assess what’s right for you and your business.

Outcomes

By the end of this course, you should be able to:

• identify the key marketing tools of advertising, PR, digital marketing and promotions including their relevance and implementation tactics for your specific business role
• identify the latest marketing trends and how to tap into them in your own workplace
• change your everyday thinking into being more marketing-centric.

Content

Brief marketing overview

• Establishing your marketing objectives

Focus on advertising, online and traditional

• Above and below the line, online and offline, print
• Essentials of effective advertising
• Getting the most from your advertising spend
• Using advertising strategically – exercise

Focus on PR, online and traditional

• PR versus advertising
• Essentials of effective PR to maximise exposure
• Generating your own successful PR

Focus on digital marketing

• Understanding content marketing to optimise an effective web presence
• Refining your objectives for digital deployment
• Understanding the broad range of on line and digital marketing options, including social media
• How to tap into these opportunities

Consumer trends

• Micro and macro marketplace trends that affect you
• Trends in marketing and media
• Marketing in business to business (B2B) and business to consumer (B2C)

Focus on promotions, online and traditional

• Planning traditional versus digital promotions
• Sales based versus strategic promotions

Business planning summary

• Planning marketing activities for your business or product

Intended audience

• Those who have already attended Marketing Fundamentals Course: Core Concepts and Strategies, completed an undergraduate Marketing course or have some experience working in a marketing role.
• Marketers from a range of environments, including product, services, business to business (B2B), government and not for profit.
• Marketers from a range of sizes from SMEs (small to medium enterprises) to corporates.

Delivery style

• Face-to-face, presenter-taught workshop/lecture
• Online workshop/lecture via the platform Zoom

Delivered as a combined lecture and interactive workshop. You will be encouraged to share your ideas and background to broaden class discussions.

Materials

A course workbook is distributed electronically using Dropbox.

Before the course

If possible, please bring some examples of your organisations' existing marketing material, eg advertising, collateral, point of sale material, PR – press releases or exposure.

Please consider either of the following and bring your ideas along to class:

• What are the three most important marketing issues for your business/your area?
• What are three most important business issues that marketing can help address?