Marketing Communication and Media Planning Conference

Introduction:

Advertising, marketing, and communication are essential tools that provide consumers with information about products, services, and ideas. This conference offers theoretical and practical training in modern marketing and communications. Participants will explore a variety of digital and traditional marketing tools and gain a comprehensive understanding of advertising and communication functions by using various media techniques aimed at campaign success.

Target Audience:

• Professionals in marketing, communications, advertising, public relations, human resources, and sales.
• Business development professionals who require up-to-date knowledge of marketing strategies and techniques.
• Employees of large corporations, government agencies, and small businesses.
• Anyone who needs this conference and wishes to develop their skills and expertise.

Training Conference Objectives:

At the end of this conference, participants will be able to:

• Describe the field of marketing communications and explain the characteristics of successful campaigns (online or offline).
• Apply sound knowledge of "event concepts" and strategies to enhance brand visibility or company image.
• Identify the principles of Integrated Marketing Communications (IMC) and how these principles are applied in companies to ensure messages reach consumers and businesses.
• Apply the ideas and skills necessary to manage marketing communication challenges and find successful solutions.
• Recognize and apply social media tactics to increase a marketing campaign's return on investment (ROI).

Targeted Competencies:

• Marketing planning.
• Marketing audit processes.
• Macro and micro environmental analysis.
• Marketing communications.
• Marketing research.

Conference Content:

Unit 1: The Role of Promotion and the Marketing Mix:

• Overview of the Marketing Mix.
• The Role of Promotion in Marketing.
• Elements of the Promotional Mix.
• Advertising.
• Personal Selling.
• Public Relations.
• Sales Promotion.
• Promotional Mix Strategies Throughout the Product Life Cycle (PLC).

Unit 2: Event Management: Building the Company or Brand Exposure:

• Event Creation.
• Key Elements of Event Design.
• Event Planning and Execution.
• Implementing Effective Elements.
• Creating an Event Checklist.

Unit 3: Launching an Advertising Campaign:

• Marketing Communication Objectives.
• Characteristics of a Successful Campaign.
• Steps in Creating an Advertising Campaign.
• IMC Plan Model.
• Situational Analysis.
• SWOT Analysis.
• Marketing Communication Objectives.
• Marketing Communication Message Objectives.
• Know the Marketing Communication Strategies.
• Marketing Communication Mix.
• Marketing Communication Budget.
• Implementation, Monitoring, and Control of Marketing Communications.
• The Role of Advertising Agencies.
• Characteristics of an Ideal Advertising Agency.
• Key Questions to Ask an Advertising Agency.
• Team Workshop: Launching a Comprehensive MARCOM Campaign.

Unit 4: Within the Framework of Promotional Campaigns:

• Evaluating Brand Strengths and Weaknesses.
• Clearly Defining the Positioning.
• Identifying the Target Market.
• Choosing a Strong Message.
• Evaluating Creative Briefs.
• Agreeing on the Final Strategy Copy.

Unit 5: Digital Marketing Campaign Strategies:

• Traditional vs. Digital Marketing.
• Some Digital Marketing Tools:
  • Facebook.
  • Twitter.
  • LinkedIn.
  • Google+.
  • Email Marketing.
  • Mobile Marketing.
  • Online Marketing.
  • Media Marketing.
  • Pay-Per-Click Marketing.
  • Social Media Marketing.
• Setting Up and Managing a Digital Marketing Campaign.
• Website Analytics: Measuring Digital Marketing Effectiveness.