Making the right communication decisions

Marketing Communications lies at the heart of both the relational and transactional exchange between a business and its stakeholders. Get it wrong and the organisation can suffer significantly. This course will help executives clarify their communication strategies through a broad range of up-to-date marketing concepts and theories.
Topics covered
  •  Introduction to marketing communications
  • Communication theory
  • Understanding how consumers process information
  • Customer decision-making
  • How marketing communications might work
  • Big data
  • Media behaviour and planning: delivering the message
  • Marketing communications: objectives, strategies and planning
  • Positioning and branding and the role of marketing communications
  • Evaluating marketing communications
  • Advertising
  • Sales promotion
  • Public relations and sponsorship
  • Direct marketing
  • Internal marketing communications
  • Digital marketing

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