16 - 27 Jun 2025
London (UK)
Hotel : Landmark Office Space - Oxford Street
Cost : 8400 € Euro
'Mastering Marketing and 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.
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
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 the 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
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
Day 6: The Role of Promotion and the Marketing Mix
Introduction to Marketing Mix: Product, Price, Place, Promotion
Elements of the Marketing Mix
The role of Promotion in Marketing Mix
Key differences between Promotion and Advertising
Types of Promotions and their Objectives
Advertising
Sales Promotion
Personal Selling
Public Relations
Strategies for Promotional Mix across Product Life Cycle (PLC)
Introduction to PLC
Different stages of PLC
Promotional Mix strategies for each stage of PLC
Day 7: Event Management: Creating Company or Brand Exposure
Introduction to Event Marketing
Key components of Event Marketing
Advantages of Event Marketing over Traditional Marketing
Types of Events
Trade Shows
Product Launches
Conferences and Seminars
Sponsorship
Event Planning and Execution
Budgeting
Venue Selection and Management
Marketing and Promotion of Events
Measuring Event Success
Key Metrics to Measure Event Success
Evaluating the ROI of Events
Day 8: Launching an Advertising Campaign
Introduction to Advertising
Advertising Objectives and Goals
Key differences between Advertising and Promotion
Integrated Marketing Communications (IMC)
Definition of IMC
IMC Planning Process
Developing an Advertising Campaign
Understanding the Target Audience
Creative Strategy Development
Media Planning and Buying
Evaluating the Effectiveness of Advertising Campaigns
Measuring Advertising Success
Key Metrics for Advertising Effectiveness
Day 9: The Framework of Promotional Campaigns
Introduction to Promotional Campaigns
Key components of a Promotional Campaign
Advantages of Promotional Campaigns over Traditional Marketing
Developing a Promotional Campaign
Understanding the Target Audience
Creative Strategy Development
Media Planning and Buying
Measuring Promotional Campaign Success
Key Metrics to Measure Promotional Campaign Success
Evaluating the ROI of Promotional Campaigns
Day 10: Digital Marketing Campaign Strategies
Introduction to Digital Marketing
Key Components of Digital Marketing
Advantages of Digital Marketing over Traditional Marketing
Types of Digital Marketing Channels
Search Engine Marketing
Social Media Marketing
Email Marketing
Mobile Marketing
Display Advertising
Developing a Digital Marketing Campaign
Understanding the Target Audience
Creative Strategy Development
Media Planning and Buying
Measuring Digital Marketing Success
Key Metrics to Measure Digital Marketing Success
Evaluating the ROI of Digital Marketing