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  Marketing communications - planning and strategy

One day in-company training course

This comprehensive session provides an invaluable overview of how the theory of Marketing Planning is applied and managed in the real world. The aim is to help delegates feel totally comfortable and confident with all of the key tools and thought processes, helping them to relate the principles of marketing planning to their own day-to-day decisions, business challenges and opportunities.

We explore the communications planning process from defined marketing objectives through to media implementation and creative execution.

Delegates will learn:
  • The SOSTAC planning sequence
  • How corporate objectives inform marketing strategies
  • How to conduct an external and internal marketing audit
  • About agreeing and defining SMART objectives
  • The 7 P’s of marketing
  • How to use SWOT to create marketing strategies
  • How your brand runs through the marketing plan
  • About choosing the right Marketing Mix
  • The matrices to help formulate strategy
  • Setting targeted communications objectives
  • The choice of message platforms available, and defining the message
  • The available mix of communication channels
  • How media is evolving
  • Media planning, media buying
  • How research informs media choice

Outline

Communications - how communication objectives fit within the whole marketing plan

  • The SOSTAC planning sequence – effective and efficient
  • Tools at your disposal, including SWOT, Matrix analysis, Life Cycles, etc
  • Devising your marketing objectives and strategy
  • The “7 P’s” of marketing
  • STP - customer profiling, segmentation, and positioning

Possible communication objectives

  • Educate or inform
  • Project an image
  • Affect attitudes
  • Persuade or prompt

Defining the “nature of your appeal”

  • Emotional
  • Functional
  • Moral

Communications budget - how to set realistic budgets, either as a percentage of (sales) revenue, or

  • Task-led
  • Historical
  • Outside-in

...or a mix of different methods

The creative brief

The communication mix - the mix needs to be agreed, within the main disciplines

  • Advertising
  • PR
  • Sales Promotion
  • Direct Marketing
  • Personal or direct selling
  • Sponsorship

The Media landscape

  • Traditional media definitions
  • Emerging media models and new media channels
  • Media spends and trends
  • Opportunities and usage
  • Changing role of the media owner
  • How Push and Pull marketing is influencing media

Media analysis

  • Relative strengths/weaknesses of primary media types
  • Example costs

Media planning

  • Inter-media principles
  • Intra-media practice
  • The media brief

Media research

  • Overview and sources
  • Usage, analysis, interpretation, and presentation
  • Costs ranks; CPM's; Schedule analysis – the basics
  • The ABC1 system and other popular audience profiling methods
  • Profiling B2B targets

 

For more information on how we can help you organise your course, please contact us.
 
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ETC is the UK's leading training provider for professionals working in media, marketing services, PR and corporate communications.  We provide training for maximising your media, communications, print and digital content. 

We give you a totally flexible approach to your learning and development, both in content and delivery.

Call us on 01428 644123 to see how we can help you and your staff.  Read more...

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