Marketing Communications and Brand Management

INTRODUCTION
This training course equips participants with a practical understanding of marketing communications and branding concepts. The focus is on enhancing the skills and knowledge needed to coordinate communication activities and manage campaigns effectively. While covering some theories and strategic issues, this course primarily emphasises practical application.

TRAINING OBJECTIVES

·       Explain the role of marketing communications and gain support from senior executives

·       Create effective plans tailored to their organisations and stakeholders, utilising relevant tools and media

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

·       Manage marketing communication and brand support activities using both offline and online media

·       Evaluate the effectiveness of communication tools based on criteria such as cost and credibility

WHO SHOULD ATTEND?

This training course is suitable for individuals responsible for developing and managing marketing communications and brand support activities within their organisations.

TRAINING METHODOLOGY
The Marketing Communications and Brand Management course by Al-Majd Pathways Centre (APC) combines presentations with case studies, best practice guidance, videos, discussions, and interactive activities. Participants are encouraged to share their experiences from their respective cultures and organizations. Throughout the course, strategies, plans, campaigns, and activities will be developed, giving participants confidence in their ability to implement them upon returning to their offices.

TRAINING OUTLINE

Day 1: How Marketing Communication Works?

• The communications process

• Audience information processing and decision-making

• Building and maintaining successful stakeholder relationships

• Above and below the line activities

• Ethics, responsibility, and codes of practice

• Understanding global audiences and communication challenges

Day 2: The Marketing Communications Mix

• Effective use of tools: advertising, sales promotion, public relations, direct marketing, personal selling

• Choosing between different mediums: broadcast, print, outdoor, digital, social media, in-store

• Coordinating and integrating marketing communication activities

• Insights into media planning and buying

• Developing effective messages using different types of appeals

• Creating compelling content that captures attention and understanding

Day 3: Managing Marketing Communication Programs and Campaigns

• Selection of different marketing communication strategies

• Frameworks for planning communication activities

• Development of advertising and sales promotion campaigns

• Creation of public relations and direct marketing campaigns

• Financial aspects: expenditure forecasting and budget allocation

• Metrics and evaluating the effectiveness of communication activities

Day 4: Developing and Managing Brand Identity

• Elements of a brand: logo, strapline, typefaces, typography, colours, tone of voice, photographic style, grids

• Steps for building a brand: market research, niche identification, articulating culture and identity, creating a brand manual, explaining the brand to different audiences, brand maintenance

• Complex branding decisions: naming conventions, positioning, extensions, multi-branding, repositioning

• Brand replication: online, video, brochures, stationery, packaging, signage, promotional items, uniforms, vehicles

• Human aspects: identifying brand champions, cultivating customer loyalty, defending against internal and external threats

• Best practice branding case studies

Day 5: Action Planning

• Integration: developing a tailored marketing communications plan for your organization and stakeholders

• Identifying and prioritising implementation objectives

• Gaining support from key internal stakeholders

• Personal coaching: presenting challenges expected during plan implementation for feedback and support

• Crafting a personal action plan based on identified strengths and areas for development during the course

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