The Complete Program of Marketing, Communications & Media Planning

Why Attend

'Advertising and marketing communications' is the art and business of developing and communicating messages that provide consumers with information about products, services, and ideas. Marketing communications are exciting, creative, demanding, rewarding, and challenging. This course is designed to provide training in the theoretical and practical aspects of modern marketing communications. Participants will review the many marketing tools available, digital or conventional, and learn about the whole advertising and communication function using a variety of media techniques geared for campaign success.

Overview

Course Outline

Schedule & Fees

Course Methodology

Instructor-led training that uses interactive learning methods, including class discussion, small group activities, and role-playing

Course Objectives

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 the 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

Target Competencies

n/a

Day 1: The role of promotion and the marketing mix

An overview of the marketing mix
The role of promotion in marketing
The elements of the promotion mix
- Advertising
- Personal selling
- Public relations
- Sales promotion
Promotion mix strategies across the Product Life Cycle (PLC)

Day 2: Event management: creating a company or brand exposure

Creating an event concept
Key elements of event design
Event planning and execution
Aligning event elements with the company or brand identity
Creating an event check-list

Day 3: Launching an advertising campaign

Marketing communications objectives
Characteristics of a successful campaign
Steps in creating an advertising campaign
A typical IMC plan template:
- Situational analysis
- SWOT analysis
- Marketing communications objectives
- Marketing communications message objectives
- Marketing communications strategies
- Marketing communications mix
- Marketing communications budget
- Marketing communications media scheduling
- Marketing communication implementation, monitoring and control
The role of the advertising agency
Typical full-service agency organization
What to ask from the advertising agency
Team workshop: launching a full MARCOM campaign

Day 4: The framework of promotional campaigns

Assessing the brand’s strengths and weaknesses
Identifying a clear positioning
Identifying the target market
Selecting a consistent message
Evaluating different creative briefs
Agreeing on the final strategic copy

Day 5: Digital marketing campaign strategies

Traditional versus digital marketing
Some digital marketing tools
- Facebook
- Twitter
- LinkedIn
- Google plus
Email marketing
Mobile marketing
Pay per click marketing
Preparing and managing a digital marketing campaign
Website analytics: measuring the effectiveness of digital marketing

$1375

Zanzibar

Country: Tanzania

Duration: One week

Date: 01–05 Dec 2025

$3875

Singapore

The Complete Program of Marketing, Communications & Media Planning

Overview

Course Outline

Schedule & Fees

Course Methodology

Course Objectives

Target Audience

Target Competencies

$1375

Country: Tanzania

Duration: One week

Date: 01–05 Dec 2025

$3875

Country: Singapore

Duration: One week

Date: 23–27 Feb 2026