Commercial efficiency: From written to oral, develop a quality speech

Undertaking a Marketing Communications Audit

• The key elements of the audit
• Reviewing the marketing communications plan from the key stakeholders’ point of view
• Stages in the development of the communications plan
• Sources of strategy

The Communications Process

• The communications mix
• Using digital and conventional media

Communications Development Framework

• A structure for planning and implementing marketing communications
• Media and creative choices

Media Choice

• Using Facebook, Twitter and Linkedin to best effect
• Understanding the changing media landscape
• The role of Instagram, Pinterest, Whatsapp and emerging media

Creative and Media Strategy

• Getting the creative strategy right
• Matching the medium and the message
• Creating the media campaign

Online vs offline communication

• The strengths of online and offline media
• Using the most appropriate medium
• Developing an integrated communication plan

The Importance of Brand

• Understanding brand equity and brand positioning
• The power of the brand
• Building brand loyalty

Integrated Marketing Communications

• The benefits of an integrated communications strategy above, below, through and on the line

Reviewing Creative Proposals

• Understanding what makes effective creative work
• Feeding back positively to creative people

Budget Setting and Control

• Managing the budget
• Setting the time scales and responsibilities