Advanced Professional Certificate in Marketing Communication

The Marketing Communication course aims to equip learners with the skills and knowledge to create effective communication strategies that help organizations effectively promote their products or services to target customers. Marketing communication achieves several objectives that are crucial to the success of any organization’s marketing efforts. These objectives include building brand awareness, creating a positive brand image, generating leads and sales, building customer loyalty, and establishing a strong market position.

Marketing communication is an essential part of any successful marketing campaign. This course is designed to introduce learners to the principles, concepts, and practices of marketing communication. The course will cover topics such as branding, advertising, public relations, sales promotions, digital marketing, and social media marketing.

After the successful completion of this course, you will understand the following;

Introduction to Marketing Communication:

• Marketing Communications.
• The Role Of Marketing Communication.
• The Marketing Communications Mix.
• Effectiveness Of The Promotional Tools.
• Management Of The Promotional Tools.
• Word-Of-Mouth Communications.
• Branding.
• Process Of Diffusion.
• Framework for analysing marketing communication process.

Consumer Decision-Making & Marketing Communication:

• Customer Decision-Making.
• A General Buying Decision-Making Process.
• Types Of Consumer Decision-Making.
• Perceived Risk.
• Involvement Theory.
• Hedonic Consumption.
• Organisational Buying Decision Processes.
• Strategy And Marketing Communications.
• The Role Of Marketing Communications.
• Elaboration Likelihood Model.
• Towards A Model Of Marketing Communications.

Marketing Communication Strategy and Planning:

• Market Segmentation.
• Developing A Marketing Communications Plan.
• The Marketing Communications Planning Framework.
• Positioning.
• The Development Of The Positioning Concept.
• Repositioning.
• Marketing communicational Theories.

Strategic Role of Branding In Market Communication:

• Branding And The Role Of Marketing Communications.
• Brand Portfolios: Architecture And Forms.
• Business-To-Business Branding.
• Online Branding.
• Brand Equity.
• Corporate Identity, Reputation And Branding.
• Corporate Identity Or Corporate Branding?
• Corporate Communications.
• Corporate Reputation.
• Financial Resources For Marketing Communications.
• Trends In Promotional Expenditure.
• Profit Impact On Market Strategy.
• Sales Promotion.

Disciplines & Approaches to Marketing Communication:

• Advertising And Strategy.
• Advertising Models And Concepts.
• Public Relations.
• Publics Or Stakeholders.
• Crisis Management.