Cambridge
Academy
In London

Introduction:

The Complete Program of Marketing, Communications, and Media Planning is an in-depth training course designed to equip participants with the essential skills and knowledge required to excel in modern marketing and communication strategies. Over five comprehensive days, participants will delve into the core concepts of marketing, explore effective communication techniques, and master the intricacies of media planning. This program covers the entire spectrum of marketing processes, from strategy development to implementation, ensuring participants are well-prepared to drive successful marketing campaigns in today’s dynamic environment.

Course Objectives:

- Understand core marketing, communication, and media planning principles.

- Develop and implement effective marketing strategies.

- Master communication techniques for targeted messaging.

- Create and execute comprehensive media plans.

- Analyze and measure marketing campaign effectiveness.

- Prepare for relevant industry certifications

Target Audience:

- Marketing professionals

- Communication specialists

- Media planners

- Brand managers

- Advertising executives

- Public relations practitioners

- Business development managers

Course Content:

Unit 1: Introduction to Marketing

- Overview of marketing fundamentals

- Understanding market research and consumer behavior

- Segmentation, targeting, and positioning (STP)

- Developing a value proposition

- Introduction to digital marketing

- Case studies and practical exercises 

Unit 2: Strategic Marketing Planning

- Components of a marketing plan

- Setting marketing objectives and KPIs

- Competitive analysis and market positioning

- Developing marketing strategies and tactics

- Budgeting and resource allocation

- Implementing and monitoring marketing plans

Unit 3: Communication Strategies

- Principles of effective communication

- Crafting a compelling message

- Understanding audience and stakeholder analysis

- Integrated marketing communications (IMC)

- Public relations and media relations

- Crisis communication management

Unit 4: Media Planning and Buying

- Fundamentals of media planning

- Types of media and their characteristics

- Media research and audience measurement

- Developing a media strategy

- Media buying and negotiations

- Evaluating and optimizing media plans

Unit 5: Measuring Marketing Effectiveness

- Key performance indicators (KPIs) in marketing

- Tools and techniques for marketing analytics

- Evaluating campaign performance

- Return on marketing investment (ROMI)

- Adjusting strategies based on data insights

- Final project and presentation