By the end of this certification training course, participants will learn to: 

• Examine the concept of exchange in the marketing context
• Assess the role of promotion in the context of the marketing mix
• Consider the range and potential impact of marketing communications
• Identify the key characteristics of each major tool in the communications mix
• Examine the effectiveness of each communication tool
• Establish a need for marketing communications
• Compare marketing communications in the consumer and business markets

Introduction to Marketing Communications

• Introduction
• The Concept of Marketing as an Exchange
• The Role of Communication in Exchange Transactions
• Marketing Communications and the Process of Exchange
• Defining Marketing Communications
• The Role of Marketing Communications
• The Marketing Communications Mix
• Effectiveness of the Promotional Tools
• Selection Criteria
• Management of the Promotional Tools
• Context and Marketing Communications
• Communication Differences

Communication Theory

• An Introduction to the Communication Process
• Linear Model of Communication
• Influences of the Communication Process
• Word-of-Mouth Communications
• Process of Adoption
• Process of Diffusion
• Interactional Approaches to Communications
• Relational or Contextual Approaches to Communications
• Network Approaches to Communications

Understanding How Consumers Process Information

• Introduction
• Cognitive Theory
• Personality
• Perception
• Marketing and Perception
• Learning
• Attitudes
• Changing Attitudes with Marketing Communications

Customer Decision-Making

• Introduction
• A General Buying Decision-Making Process
• Types of Consumer Decision-Making
• Perceived Risk
• Involvement Theory
• Hedonic Consumption
• Consumer Decision-Making Processes
• Organizational Buying Decision Processes
• Unifying Models of Buyer Decision-Making

How Marketing Communications Might Work

• Introduction
• Context – Strategy and Marketing Communications
• The Emergence of Marketing Communications
• The Role of Marketing Communications
• How Does Marketing Communications Work?
• Cognitive Processing
• Elaboration Likelihood Model
• Interaction, Dialogue and Relationships
• Developing Significant Value
• Towards a Model of Marketing Communications

Marketing Communications: Strategies and Planning

• Introduction
• Understanding Strategy
• Market Segmentation
• The 3Ps of Marketing Communications Strategy
• Strategic Balance
• Internet Strategies
• Developing a Marketing Communications Plan
• The Marketing Communications Planning Framework
• A Framework For Integrated Marketing Communications Plans
• Links and Essential Points
• Marketing Communications: Objectives and Positioning
• Introduction
• The Role of Objectives in Corporate Strategy
• The Role of Promotional Objectives and Plans
• Derivation of Promotional Objectives
• The Need for Realism when Setting Promotional Objectives
• SMART Objectives
• Positioning: An Introduction
• The Development of the Positioning Concept
• The Positioning Concept
• Developing and Managing a Position
• Positioning Strategies
• Repositioning

Branding and the Role of Marketing Communications

• Introduction
• Brand Characteristics
• Benefits of Branding
• Brand Portfolios: Architecture and Forms
• The Strategic Role of Branding
• The Role of Marketing Communications in Branding
• Business-To-Business Branding
• Online Branding
• Brand Equity

Corporate Identity, Reputation and Branding

• Introduction
• Corporate Identity or Corporate Branding?
• Corporate Communications
• Dimensions of Corporate Image
• Elements of Corporate Identity
• Corporate Reputation
• Strategy and Corporate Identity/Image

Financial Resources for Marketing Communications

• Introduction
• Trends in Promotional Expenditure
• The Role of the Promotional Budget
• Benefits of Budgeting
• Difficulties Associated with Budgeting for Communications Spend
• Models of Appropriation
• Techniques and Approaches
• Competitive Parity
• Advertising-To-Sales Ratio
• Share of Voice
• Appropriation Brand Types
• The Value of Brand Communications
• Profit Impact on Market Strategy (PIMS)
• Which Methods Are Most Used?
• Budgeting for the Other Elements of the Promotional Mix

Evaluating Marketing Communications

• Introduction
• The Role of Evaluation in Planned Communications
• Pre-Testing Finished Advertisements
• Physiological Measures
• Post-Testing
• Other Tests
• Sales Promotion
• Using Technology to Evaluate Sales Promotions
• Public Relations
• Sponsorship
• Personal Selling
• Online Communications

Advertising and Strategy

• Introduction
• The Role of Advertising
• Emotion in Advertising
• Advertising Models and Concepts
• The Strong and Weak Theories of Advertising
• Using Advertising Strategically
• Advertising to Engage

Advertising Messages and Creative Approaches

• Introduction
• Message Source
• Message Balance
• Message Structure
• Message Presentation
• Advertising Tactics

Media Behaviour and Planning: Delivering The Message

• Introduction
• Media-Switching Behaviour
• Vehicle Selection
• Media Planning Concepts
• Effective Frequency
• Recency Planning
• Media Usage and Attitudes
• Efficiency
• Media Source Effects
• Scheduling

Sales Promotion

• Introduction
• Understanding the Value of Sales Promotions
• The Role of Sales Promotion
• Sales Promotion Plans: The Objectives
• An Overview of How Sales Promotions Work
• Loyalty and Retention Programmes
• The Strategic Use of Sales Promotions
• Methods and Techniques
• Sales Promotions: Manufacturers to Resellers
• Sales Promotions: Resellers to Consumers
• Sales Promotions: Manufacturers to Consumers
• Sales Promotions: The Salesforce
• Other Sales Promotion Aids

Product and brand managers and product/marketing executives, especially those responsible for marketing.