Marketing Communication and Brand Management

INTRODUCTION

The Al-Majd Pathways Centre (APC) Marketing Communications and Brand Management training course equips participants with a practical understanding of marketing communications and branding concepts. The primary focus is on enhancing the skills and knowledge necessary to coordinate communication activities and manage campaigns. The course also covers relevant theories and strategic considerations to provide a contextual foundation for practical application.

TRAINING OBJECTIVES

• Articulate the role of marketing communications and gain support from senior executives

• Provide guidance on creating a customized and effective plan tailored to the organisation and stakeholders, utilising relevant tools and media

• Plan and execute advertising, sales promotion, public relations, and direct marketing campaigns that achieve their intended objectives

• Manage marketing communication and brand support activities across both offline and online media platforms

• Evaluate the effectiveness of communication tools using criteria such as cost and credibility

WHO SHOULD ATTEND?

• Professionals responsible for developing and overseeing marketing communications and brand support activities within their organisations.

TRAINING METHODOLOGY

The APC Marketing Communications and Brand Management training course blend presentations with case studies, best practice guidance, videos, discussions, and interactive activities. These elements aid in cultivating a comprehensive understanding of marketing communications and branding. Participants are encouraged to share their experiences from diverse cultural and organizational backgrounds.

Throughout the course, you will develop strategies, plans, campaigns, and activities that you can confidently implement upon your return to your workplace.

TRAINING OUTLINE

Day 1: Understanding the Mechanics of Marketing Communication

• The communication process

• How audiences process information and make decisions

• Cultivating and sustaining fruitful stakeholder relationships

• Above and below-the-line activities

• Ethics, responsibility, and codes of practice

• Navigating global audiences and communication challenges

Day 2: The Marketing Communications Mix

• When and how to deploy various tools: advertising, sales promotion, public relations, direct marketing, personal selling

• Selecting the right medium: broadcast, print, outdoor, digital, social media, in-store

• Coordinating and integrating marketing communication activities

• Insights into media planning and procurement

• Crafting compelling messages using different appeal types

• Creating engaging content that captures and resonates with audiences

Day 3: Managing Marketing Communication Programs and Campaigns

• Evaluating different marketing communication strategies

• Frameworks for planning communication activities

• Developing advertising and sales promotion campaigns

• Constructing public relations and direct marketing campaigns

• Financial considerations: projecting expenditure and budget allocation

• Metrics and assessing the effectiveness of communication activities

Day 4: Cultivating and Overseeing Brand Identity

• Components of a brand: logo, tagline, typefaces, typography, colours, tone of voice, photographic style, grids

• Building a brand step by step: market research, identifying a niche, articulating culture and identity, creating brand guidelines, communicating the brand to diverse audiences, sustaining brand vitality

• Complex branding decisions: brand families, positioning, extensions, multi-branding, repositioning

• Expressing the brand across various mediums: online, video, brochures, stationery, packaging, signage, promotional items, uniforms, vehicles

• The human aspect: identifying brand champions, fostering customer loyalty, guarding against internal and external threats

• Case studies of exemplary branding practices

Day 5: Crafting an Action Plan

• Synthesising insights: developing a customised marketing communications plan tailored to your organisation and stakeholders • Identifying and prioritising implementation objectives

• Gaining support from key internal stakeholders for plan execution

• Personal coaching: presenting the challenges anticipated in implementing your plan for feedback and guidance

• Formulating a personal action plan founded on your strengths and areas of development identified during the course

Format: On-site

Language(s): English

Duration: One Week

Certificate of Completion: Upon successful completion of the course, participants will receive a Certificate of Completion from Al-Majd Pathways Centre (APC).