Course curriculum

  • 1

    Welcome to the course!

    • How to use this workshop learning room

    • Let's know your learning expectations for this workshop
  • 2

    (M1) Fundamentals of Promotional Marketing Communications

    • The Marketing Mix

    • What is Brand Strategy

    • Consumer Segments and Target Audiences

    • Integrated Marketing Communications

    • How To Tell Your Brand Story

    • How to Tell Your Brand Story (Case Study Videos)

    • Integrating Media and Distribution Channels

    • Marketing Research For Integrated Marketing Communications ( Video Lecture Series)
  • 3

    (M2) Fundamentals of Marketing Communications Campaigns

    • Marketing Campaign Management Principles

    • Omni-Channel Campaigns

    • Marketing Campaign Planning Imperatives
  • 4

    (M3) Campaign Planning (Fundamental Principles)

    • The service systems approach to IMC campaign planning

    • Effective IMC Campaign Planning Processes

    • IMC campaign planning processes (Additional Resources)
  • 5

    (M4) Case Study

    • (Nivea-Planning a Grand Prix award winning Campaign)
  • 6

    (M5) Managing Campaign Execution

    • The Campaign Quality Assurance Process

    • Leading A Campaign Execution Team
  • 7

    (M6) Campaign Measurement & Control

    • The Measurement and Control of Marketing Campaigns
  • 8

    Workshop Conclusions & Wrap up

    • Professionalism & The Code of Practice

    • Course Evaluation

    • Towards an Industry campaign management tool kit (Special industry innovation Project)