How to manage Marketing Communication?

Curriculum

20 Sections
109 Lessons
10 Weeks

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Fundamental Of Marketing
9
- 1.0
  Introduction
- 1.1
  Understanding Customer Needs
- 1.2
  Market Segmentation, Targeting, and Positioning (STP)
- 1.3
  The Marketing Mix 7Ps
- 1.4
  Value Creation and Delivery
- 1.5
  Branding and Communication
- 1.6
  Digital Transformation in Marketing
- 1.7
  Customer Relationship Management (CRM)
- 1.8
  Performance Measurement
Foundations of Marketing Communications
4
- 2.1
  Introduction to Marketing Communications
- 2.2
  Evolution of Marketing Communication
- 2.3
  Importance in Contemporary Business
- 2.4
  Fundamental Concepts
Customer Communications Theory
5
- 3.0
  Introduction to Communications Theory
- 3.1
  Communications Models
- 3.2
  Future Communications Models
- 3.3
  Relevance of Communications Theory in Marketing Communications:
- 3.4
  Application of Communication Models in
Understanding Customer Psychology and Buyer Behavior
6
- 4.0
  Introduction to Understanding Customer Buying Behavior
- 4.1
  Models of Buyer Behavior
- 4.2
  Behavioral Economics: Principles in Marketing
- 4.3
  The Intervening Psychological Variables
- 4.4
  Impact on Behavior: How Psychological Variables Influence the Decision-Making Process:
- 4.5
  Rest
Integrated Marketing Communication (IMC)
9
- 5.0
  IMC Framework
- 5.1
  Principles of Integration
- 5.2
  Coordinating Various Communication Channels
- 5.3
  Achieving Consistency in Messaging
- 5.4
  Strategic Planning in IMC
- 5.5
  Case Studies
- 5.6
  Rest
- 5.7
  Exam
- 5.8
  Contact From
Understanding the Target Audience
6
- 6.0
  Market Segmentation
- 6.1
  Importance of Audience Personas
- 6.2
  Consumer Behavior Analysis
- 6.3
  Additional Points on Consumer Behavior Analysis
- 6.4
  Case Studies
- 6.4
  Rest
Message Development
6
- 7.0
  Message Hierarchy and Structure
- 7.1
  Emotional and Rational Appeals
- 7.2
  Crafting Persuasive Content
- 7.3
  Consistency Across Channels
- 7.4
  Case Studies
- 7.4
  Rest
Communication Channels
5
- 8.0
  Traditional Channels
- 8.1
  Digital Channels
- 8.2
  Emerging Trends in Communication Channels
- 8.3
  Case Studies
- 8.4
  Rest
Media Buying and Planning
3
- 9.0
  Media Planning Strategies
- 9.1
  Negotiation and Buying
- 9.2
  Case Studies
Creative Development
5
- 10.0
  Visual Communication Principles
- 10.1
  Branding through Visuals
- 10.2
  Copywriting
- 10.3
  Case Studies
- 10.4
  Rest
Public Relations (PR)
2
- 11.0
  PR Strategies
- 11.1
  Events and Sponsorships
Measurement and Analytics
8
- 12.0
  1- Key Performance Indicators (KPIs)
- 12.1
  Setting Measurable Objectives
- 12.2
  Metrics for Different Communication Channels
- 12.3
  2- Data Analysis for Decision Making
- 12.4
  Utilizing Analytics Tools
- 12.5
  Interpreting Data to Refine Strategies
- 12.6
  Case Studies
- 12.6
  Rest
Budget Management
9
- 13.0
  Define Objectives
- 13.1
  Allocate Budgets
- 13.2
  Monitor Performance
- 13.3
  Adjust Spending
- 13.4
  Optimize Campaigns
- 13.5
  Control Costs
- 13.6
  Evaluate ROI
- 13.7
  Case Studies
- 13.8
  Rest
Campaign Evaluation and Adaptation
6
- 14.0
  Post-Campaign Analysis
- 14.1
  Feedback Mechanisms
- 14.2
  Adapting Strategies to Market Changes
- 14.3
  Iterative Improvement
- 14.4
  Case Studies
- 14.4
  Rest
The Marketing Communications Plan
3
- 15.0
  Outline Marketing Communications Plan: The SOSTAC® Planning System
- 15.1
  Practical Application through Case Studies:
- 15.2
  Rest
Branding in Marketing Communications
7
- 16.0
  Introduction to Branding
- 16.1
  Brand Components
- 16.2
  The Branding Process
- 16.3
  Implementation and Management Strategies:
- 16.4
  Brand Summary and Challenges Ahead
- 16.5
  Strategic Positioning: Strategies for Positioning Brands within the Market
- 16.6
  Rest
Customer Relationship Management (CRM) in Marketing Communications
6
- 17.1
  Introduction to CRM
- 17.2
  CRM Components Required
- 17.3
  Integration: Aligning CRM Components with Marketing Communication Objectives
- 17.4
  CRM Creation and Maintenance
- 17.5
  Best Practices for Successful CRM Implementation
- 17.6
  CRM Summary and Challenges
Marketing Communications Research
4
- 18.0
  Introduction to Market Research
- 18.1
  Types of Research
- 18.2
  The Market Research Process
- 18.3
  Rest
Marketing Communications Agencies
4
- 19.0
  Agency Types
- 19.1
  Agency Structure
- 19.2
  Agency Remuneration
- 19.3
  Agency Relationships – Selection and Retention
International Marketing Communications
3
- 20.0
  The Globalization of Markets
- 20.1
  International Difficulties
- 20.2
  Marketing Communication
  30 Minutes10 Questions

Performance Measurement

Continuous monitoring ensures marketing efforts deliver desired outcomes.

Key Metrics:
- ROI: Measuring profitability of campaigns.
- Conversion Rate: Tracking the percentage of leads turned into customers.
- Customer Lifetime Value (CLV): Estimating the total revenue a customer will generate over their relationship with the business.
Testing:
- A/B testing marketing materials to identify the most effective approaches.
Agility:
- Adapting strategies quickly in response to market trends and performance insights.

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Customer Relationship Management (CRM)

How to manage Marketing Communication?

Curriculum

Performance Measurement

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