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Organizational Development & Capacity Building

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How to manage Marketing Communication?

How to manage Marketing Communication?

Curriculum

20 Sections
101 Lessons
10 Weeks

Expand all sectionsCollapse all sections

Fundamental Of Marketing
1
- 1.1
  Marketing
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
- 3.1
  Introduction to Communications Theory
- 3.2
  Communications Models
- 3.3
  Future Communications Models
- 3.4
  Relevance of Communications Theory in Marketing Communications:
- 3.5
  Application of Communication Models in
Understanding Customer Psychology and Buyer Behavior
6
- 4.1
  Introduction to Understanding Customer Buying Behavior
- 4.2
  Models of Buyer Behavior
- 4.3
  Behavioral Economics: Principles in Marketing
- 4.4
  The Intervening Psychological Variables
- 4.5
  Impact on Behavior: How Psychological Variables Influence the Decision-Making Process:
- 4.6
  Rest
Integrated Marketing Communication (IMC)
9
- 5.1
  IMC Framework
- 5.2
  Principles of Integration
- 5.3
  Coordinating Various Communication Channels
- 5.4
  Achieving Consistency in Messaging
- 5.5
  Strategic Planning in IMC
- 5.6
  Case Studies
- 5.7
  Rest
- 5.8
  Exam
- 5.9
  Contact From
Understanding the Target Audience
6
- 6.1
  Market Segmentation
- 6.2
  Importance of Audience Personas
- 6.3
  Consumer Behavior Analysis
- 6.4
  Additional Points on Consumer Behavior Analysis
- 6.5
  Rest
- 6.6
  Case Studies
Message Development
6
- 7.1
  Message Hierarchy and Structure
- 7.2
  Emotional and Rational Appeals
- 7.3
  Crafting Persuasive Content
- 7.4
  Consistency Across Channels
- 7.5
  Rest
- 7.6
  Case Studies
Communication Channels
5
- 8.1
  Traditional Channels
- 8.2
  Digital Channels
- 8.3
  Emerging Trends in Communication Channels
- 8.4
  Case Studies
- 8.5
  Rest
Media Buying and Planning
3
- 9.1
  Media Planning Strategies
- 9.2
  Negotiation and Buying
- 9.3
  Case Studies
Creative Development
5
- 10.1
  Visual Communication Principles
- 10.2
  Branding through Visuals
- 10.3
  Copywriting
- 10.4
  Case Studies
- 10.5
  Rest
Public Relations (PR)
2
- 11.1
  PR Strategies
- 11.2
  Events and Sponsorships
Measurement and Analytics
8
- 12.1
  1- Key Performance Indicators (KPIs)
- 12.2
  Setting Measurable Objectives
- 12.3
  Metrics for Different Communication Channels
- 12.4
  2- Data Analysis for Decision Making
- 12.5
  Utilizing Analytics Tools
- 12.6
  Interpreting Data to Refine Strategies
- 12.7
  Rest
- 12.8
  Case Studies
Budget Management
9
- 13.1
  Define Objectives
- 13.2
  Allocate Budgets
- 13.3
  Monitor Performance
- 13.4
  Adjust Spending
- 13.5
  Optimize Campaigns
- 13.6
  Control Costs
- 13.7
  Evaluate ROI
- 13.8
  Case Studies
- 13.9
  Rest
Campaign Evaluation and Adaptation
6
- 14.1
  Post-Campaign Analysis
- 14.2
  Feedback Mechanisms
- 14.3
  Adapting Strategies to Market Changes
- 14.4
  Iterative Improvement
- 14.5
  Rest
- 14.6
  Case Studies
The Marketing Communications Plan
3
- 15.1
  Outline Marketing Communications Plan: The SOSTAC® Planning System
- 15.2
  Practical Application through Case Studies:
- 15.3
  Rest
Branding in Marketing Communications
7
- 16.1
  Introduction to Branding
- 16.2
  Brand Components
- 16.3
  The Branding Process
- 16.4
  Implementation and Management Strategies:
- 16.5
  Brand Summary and Challenges Ahead
- 16.6
  Strategic Positioning: Strategies for Positioning Brands within the Market
- 16.7
  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
- 18.1
  Introduction to Market Research
- 18.2
  Types of Research
- 18.3
  The Market Research Process
- 18.4
  Rest
Marketing Communications Agencies
4
- 19.1
  Agency Types
- 19.2
  Agency Structure
- 19.3
  Agency Remuneration
- 19.4
  Agency Relationships – Selection and Retention
International Marketing Communications
2
- 20.1
  The Globalization of Markets
- 20.2
  International Difficulties

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