Sales & Marketing

Training Course: Marketing Communications and Media Planning Workshop


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SM12359

17 - 21 Aug 2025

Cairo (Egypt)

Hotel : Holiday Inn & Suites Cairo Maadi, an IHG Hotel

Cost : 3550 € Euro

Introduction

'Advertising and marketing communications’ is the art and business of developing and communicating messages that provide consumers with information about products, services, and ideas. Marketing communications are exciting, creative, demanding, rewarding, and challenging. This course is designed to provide training in the theoretical and practical aspects of modern marketing communications. Participants will review the many marketing tools available, digital or conventional, and learn about the whole advertising and communication function using a variety of media techniques geared for campaign success.

Course Methodology of Marketing Communications and Media Planning

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 of Marketing Communications and Media Planning

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 the 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 of Marketing Communications and Media Planning

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 of Marketing Communications and Media Planning

  • Communication functions

  • Media alternatives

  • Marketing communication planning

  • Media scheduling

  • Event concepts and management

  • Brand positioning

  • Social media campaigns

Course Outline of Marketing Communications and Media Planning

Day 1:

  • 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)

Day 2

  • Event management: creating a company or brand exposure

    • Creating an event concept

    • Key elements of event design

    • Event planning and execution

    • Aligning event elements with a company or brand identity

    • Creating an event check-list

Day 3:

  • 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

Day 4:

  • 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

Day 5:

  • 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

Sales & Marketing

Training Course: Marketing Communications and Media Planning Workshop


Register Now
Quick Inquiry
Discount Group Download Brochure (46)

SM12359

17 - 21 Aug 2025

Cairo (Egypt) - Holiday Inn & Suites Cairo Maadi, an IHG Hotel

Hotel : Holiday Inn & Suites Cairo Maadi, an IHG Hotel

Cost: 3550 € Euro


  About Cairo

Cairo is a mesmerizing assortment of iconic monuments, bustling markets, and ancient sites encircled by a vast and sprawling metropolis. At its core lies a maze-like medieval quarter. A world away from the modern side of the city, it boasts a seductive blend of intricate mosques, jostling crowds, madrasas, and traditional hammams. No visit could be complete without visiting the awe-inspiring Giza Pyramids that preside over the city's horizon. Whether you come to delve into the city's ancient past, dive into colorful souqs, sip mint tea and contemplate thousands of years of history or explore the city's cosmopolitan side, you'll be left with memories to last a lifetime.


  Things to do and places to visit in Cairo

The multi-layered capital of Egypt offers its visitors lively markets, authentic restaurants, and a multitude of ancient sights and archeological findings. Gaze in wonder at the Pyramids, take an awe-inspiring look at Tutankhamen's burial mask, shop for handmade souvenirs in the bazaars or hop on a sunset cruise down the Nile and embrace the sensory overload that is Cairo.

Take a vacation in Cairo and you can:

  • Visit the Great Sphinx of Giza, one of Ancient Egypt's great mysteries.
  • Explore the ramparts of the Salah El-Din Citadel.
  • Join locals drinking coffee at Fishawi Café, one of Cairo's first cafes and most important meeting spots.
  • Marvel at the seemingly endless historical artifacts on display at the Egyptian Museum.
  • Learn about the Ummayad, Ottoman, and Ayyubbid dynasties and more at the Museum of Islamic Art.
  • Haggle for souvenirs and gifts at the Khan el-Khalili souk.
  • See one of the world's oldest universities at the Al-Azhar Mosque, one of the city's original mosques.
  • Take a tour of the showstopping Giza pyramids.
  • Savor local cuisine such as mezze in the old city.
  • Wander through the labyrinth-like streets of Coptic Cairo, the city's ancient quarter, and spot Roman relics.
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