Methodology

The course includes group exercises and case studies, brief presentations by the participants to defend the findings related to case studies, videos, and comprehensive workshops.

Course Objectives

By the end of the course, participants will be able to:

Describe the field of marketing communication and explain the characteristics of successful campaigns (offline and online)

Optimize visibility of brand or company image by exercising well rounded knowledge of event concepts and strategies

Define the principles of Integrated Marketing Communication (IMC) and describe how companies apply these principles to ensure messages are heard by both consumers and businesses

Apply insights and skills needed to manage special marketing communications issues and create successful solutions

Recognize and implement social media vehicles and tactics to maximize the marketing campaign return on investment

Target Audience

The course is designed for professionals in marketing, communication, advertising, public relations, human resources, sales, and business development who need practical, up-to-date knowledge of marketing strategy and techniques. The course is aimed at all types of organizations such as large corporations, government agencies, small businesses and non profit entities.

Target Competencies

Communication functions

Media alternatives

Marketing communication planning

Media scheduling

Event concepts and management

Brand positioning

Social media campaigns