Marketing Communication Strategy

Course Introduction

These days, more than ever, how an Organisation reaches out and engages with its customers is of critical importance. The rewards are potentially huge, but the choices are close to finite and resources are always too scarce. It is like playing a game of roulette where the prize pot is large, but we have too few ‘chips’ to place. How to place the chips we do have on the best squares to ensure victory is a pre-requisite.

This interactive training course will give delegates a clear outline of the most likely strategies to yield successful payoffs and how to deploy scarce resources for maximum return. It will allow delegates to analyse their current situations their future goals and then explore the best approaches to getting there. It will also give attendees the chance to experience and apply various Marketing communications approaches to see which suits their brand positioning and values best.

This training course will highlight the following:

• A fully worked-out Situational Analysis of ‘Where we are now’
• A process for analyzing opportunities to exploit
• Understand how to develop key messages and communicate them effectively
• Understand how to market digitally and on Social Media
• Know how to segment the market meaningfully and create different communication styles for each segment
• A fully developed marketing communications strategy and action plan

Objectives

The participants will be able to:

• Objectively analyse and position their company in the current situation
• Use different communication styles and processes depending upon customer type
• Segment the market meaningfully and then create compelling value statements for each segment
• Understand how to engage and dialogue with customers online and via Social Media
• Understand the various channel options and how messages can be adapted/changed for each channel

Training Methodology

This training course is a blended learning workshop with different inputs carefully designed to appeal to all learning styles for easy assimilation and understanding.  It uses a mixture of slide presentation lectures, groupwork exercises, case study analyses, role-play and video presentation.  There is also much time given to facilitated ‘tutorial’ sessions to enable attendees to get objective feedback on proposed plans etc.

Professional Impact

This training course will be of personal benefit to anyone who is currently in (or has aspirations to be in) product (or service) marketing, Business development etc.

The participants will:

• Learn how to market online
• Learn how to create customer personas and then develop tailored propositions for each
• Understand how to elicit a brand’s core values and communicate these compellingly
• Learn how to be more persuasive in both their professional and personal life
• Develop their communications skill-sets to become more personally persuasive and compelling

Target Audience

At its heart, Marketing communication is about human communication.  It is also about the concept of being able to create a ‘buzz’ and excitement around a concept.

As a consequence, it would potentially be of interest to a wide variety of people but is perhaps of most interest to:

• Marketing Directors
• Marketing Managers
• Brand Managers
• Product Managers
• Business Development Executives
• Key Account Managers
• Sales Managers
• Sales Executives
• Customer Experience Executives
• Customer Service Executives

Daily Topics

DAY ONE: INTRODUCTION TO MARKETING COMMUNICATIONS

• Business Objective Setting
• Brand Audit & Current Propositions
• Market Analysis
• Opportunity Identification and Prioritisation
• Marketing Communications Options

DAY TWO: MANAGING YOUR MARKETING COMMUNICATIONS STRATEGY

• Developing your Marketing Communications Strategy
• Writing your Strategic Marketing Communications Plan
• Market Segmentation: Customer Personas
• Developing a Marketing Communications Strategy for each Persona
• Metrics and KPIs

DAY THREE: COMMUNICATING YOUR VALUE PROPOSITION

• Customer Journey& ‘Moments of Truth’
• Creating your Value Proposition
• Valuing your Proposition
• Communicating your Proposition
  • By Segment/Persona
  • Communications Mix
• Pricing & Discounting

DAY FOUR: MARKETING COMMUNICATIONS IN THE VIRTUAL SPACE

• Matching Platforms to Segments & Personas
• Finding your ‘Online Voice’
• Create Once, Publish Everywhere (COPE)
• Customer Engagement Strategies
• Search Engine Optimisation (SEO)
• Content Creation

DAY FIVE: MANAGING YOUR COMMUNICATION STRATEGIES

• Campaign Management
• Campaign Budgeting
• Project Appraisal Techniques
• Reporting and Feedback
• Review and Summary

For Registration, Course Outline & more information please contact

NAYEL Training Centre 

T: +971 4 379 7245 | M: +971 50 249 6876 WhatsApp +971 50 249 6876

Email [email protected]