Course Overview

Do you want your teams to excel at developing effective communication messages for your products or services?

Do you want your teams to determine the right combination of media to achieve the goals of the campaign?

Marketing communications focuses on the business of developing messages to provide the end-user with information on products, services and ideas. The message gets further enhanced by employing media planning which focuses on delivering the message to the target audience impactfully. Successful marketing communications and media planning involves identifying, setting clear objectives and strategies to achieve business results.

This training course offered by Zoe Talent Solutions will review the several marketing communications tools, and media plan that generates a detailed rationale for all media activities. This course will look at the practical aspects of modern marketing communications, development and implementation of media strategy.

Course Objectives

Participants will achieve the following objectives by undertaking this Marketing Communications and Media Planning Course:

• Understand the Basics of Marketing Communications and Media Planning
• Get to know about the characteristic of successful campaigns- both offline and online
• Learn how to apply the principles of marketing communication and media planning to ensure that the messages are heard by both the businesses and consumers
• Create awareness and skills required to arrive at right solutions around marketing communication and media planning
• Identify, plan and implement social media strategy to maximise the returns for any campaign
• Formulate metrics for measuring the response of the audience and media accounting
• Understand how to allocate budget across traditional and digital media
• Use the data from media to develop the strategy and objectives of the media
• Gain insight into the research techniques for customer insight
• Apply the research techniques to understand the audience segmentation, targeting and positioning
• Identify strengths of a range of media
• Create strategies related to CSR
• Be able to develop the ideal communication mix for your end-user

Training Methodology

We at ZOE Talent solutions will combine the elements of Marketing communication and media planning directed at selling your products or services, winning your customers and promoting loyalty. The subject-matter expert will facilitate the session which will include management games, paper-pencil exercises, activities, role plays, video clips, peer-to-peer exercises and case studies along with an interactive presentation.

ZOE Talent Solutions follows the approach of Do-Review-Learn-Apply to deepen their learning and insights through their courses.

Organisational Benefits

The organisation will get the following benefits:

• A more strategic approach and consistent policy for marketing communications and media planning
• Greater returns on investment by reduction in media spent on communication campaigns, marketing and PR
• Achieve a balanced alignment between advertising, editorial and social media campaigns
• Effective data driven communication
• Understand how to develop a marketing content of international repute
• Acquire a set of tools and metrics for greater control over the investment and results

Personal Benefits

The personal benefits the participants will incur are:

• Get a deeper insight into the process of marketing communication and media planning
• Gain skills to use a wide range of communication tools, analytics and evaluation to demonstrate skills and expertise in marketing communication and media planning
• Improved media planning abilities
• Create a positive impact of your organisation on markets
• Enhanced ability to set the strategic goals and self-confidence
• Amplify the ability to use social media and plan campaigns that work

Who Should Attend?

This training will benefit the following:

• Entrepreneurs
• Marketing Directors / Managers
• Communication and PR Directors
• Advertising Professionals
• Public Relations Officers
• Sales Directors / Head / Managers
• Brand Management Professionals
• Product or Services Management Professionals
• Media Buyers
• Business Development Head / Managers
• Human Resources Professionals
• Teams responsible for formulating strategy
• Executives who want to understand the power of marketing communication and media planning

Course Outline

MODULE 1: RELEVANCE OF MARKETING COMMUNICATION

• History of Marketing Communication
• The process of Marketing Communication
• Matching the message and the medium
• Audit of the process of marketing communications
• Conducting research for the needs and wants of your stakeholders

MODULE 2: YOUR BRAND AND MARKETING COMMUNICATIONS

• Understand the power of brand
• Envisage how to build brand loyalty
• Role of Brand Management and Communications
• Measure the results of your brand, culture and brand equity
• Developing an impactful content strategy

MODULE 3: TOOLBOX OF MARKETING COMMUNICATION

• Lateral Thinking and Problem-Solving
• Importance of Relationship Marketing
• Integrating messages through Creative Direction and Writing
• Understand the psychology of persuasion and influence
• Understanding, Researching and Measuring Consumer Behaviour

MODULE 4: MEDIA PLANNING AND COMMUNICATIONS MIX

• The role of social media in business
• Paid, owned and earned media
• Choosing the right channels as per customer habits and attitudes
• Customer profiling, identifying audience desire and needs
• The integrated campaign for Marketing Communications
• Media Planning, Delivery and Evaluation

MODULE 5: STRATEGY

• Strategizing for Customer Journey and Experience
• Mapping the Audience
• Budgeting against Business Objectives and Marketing Opportunity
• KPI, Measurement and Evaluation

MODULE 6: THE RIGHT MIX FOR MEDIA

• Strategy for Multi-channel media mix
• Aligning your support functions and service center
• Media buying
• Outsourcing to external agencies or vendors

MODULE 7: ACTION PLAN FOR MEDIA PLANNING

• Planning models
• Formulating an action plan
• Metrics for evaluating the success of the media plan
• Executing and evaluating the media plan
• Formulating a plan for Marketing communications and media planning for your business