Institute of Sales & Marketing

1. Introduction to Marketing Communications

Download PDF brochure

“It covers all aspects of Marketing Communications and improves my knowledge in this sector.”

- Mohammed Sarhan, Bayer Healthcare

“I have left with a wider knowledge on what Marketing Communications is actually about. I have bettered myself”

- Liliana Inker, LXE

The world of marketing communications is exciting,s ometimes unpredictable – always challenging and evolving. We constantly have to find new ways of communicating effectively with our markets even more cost effectively. The development of long term customer relationships are critical to marketing success and the focal point of a lot of marketing communication; with increasing emphasis on adding value.

The elements of the promotional mix and not the only brands and companies communicate; employees, product performance, competitive activities all influence the customer. Corporate branding is an integral part of communication and how customers perceive corporate values.

This means that the jigsaw of marketing communications should be planned, coherent, integrated and consistent. This course will enable you to develop effective, integrated marketing communications strategies and plans that enable customers to identify with brands, products /services and organisations.

On successful completion of the course delegates will:

• Recognise how marketing communications work.
• Know how to achieve integrated marketing communications (IMC).
• Know how develop an integrated marketing communications strategy and plan.
• Recognise how corporate identity, branding and marketing communications are linked.
• Learn how to manage external agencies.
• Know how to determine promotional spend.
• Learn how to develop creative media work and outline media plan.