Sales & Marketing

Training Course: The Complete Program of Marketing, Communications & Media Planning


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SM234616

7 - 11 Apr 2025

Amsterdam (Netherlands)

Hotel : Grand Hotel Amrâth Amsterdam

Cost : 5250 € 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 Objectives of The Complete Program of Marketing, Communications and Media Planning

  • 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

Course Outlines of The Complete Program 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 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

    • 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: The Complete Program of Marketing, Communications & Media Planning


Register Now
Quick Inquiry
Discount Group Download Brochure (38)

SM234616

7 - 11 Apr 2025

Amsterdam (Netherlands) - Grand Hotel Amrâth Amsterdam

Hotel : Grand Hotel Amrâth Amsterdam

Cost: 5250 € Euro


  About Amsterdam

Amsterdam, capital of the Netherlands, is a popular destination amongst travelers from all around the world. Once just a little fishing village, Amsterdam is now a major international city after having become an important port during the 1600s. Throughout its history, the city has had many famous residents, including artists, philosophers and other historical figures. There is much to discover along Amsterdam's quaint streets and picturesque canals. So much so that a flight to Amsterdam comes with a guarantee of cultural and historical attractions that will provide memories to last a lifetime. Amsterdam is a hotbed of culture for travelers of all ages and tastes.


  Things to do and places to visit in Amsterdam

From the moment passengers step off their flight to Amsterdam, they will find it a friendly city with a lively atmosphere. Its flat geography means that it is perfect for exploring by bicycle. If you're feeling less active, it the city is also well-served by public transport. The so-called Venice of the North has something for every visitor. Culture vultures have museums, galleries and theaters to see, Families can visit the zoo or the Science Center NEMO.

When visiting Amsterdam, be sure to:

  • See the picture-perfect and colorful houses of the Grachtengordel district.
  • See the iconic works of one of Holland's most famous artists at the Van Gogh Museum.
  • Visit the house where Anne Frank and her family hid from the Nazis.
  • Browse through the extensive collection of fantastic art in the Rijksmusem.
  • Wander through the blaze of colors that is the Singel Flower Market.
  • See the city at a leisurely pace on a canal cruise.
  • Marvel at one of the city's many historic churches.
  • Learn about life aboard a ship at the National Maritime Museum.
  • Discover the Begijnhof's well-preserved medieval architecture.
  • See animals of all kinds, as well as the butterfly pavilion and aquarium, at the Artis Zoo.
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