Strategic Marketing, Brand Management and Public Relations - LCT

Tel: +44 203 609 8690



In my experience, LCT is one of the best training organisations. The course represented a new standard of training that should be followed by other training organisations.

DCA Supervisor
Mobily, Saudi Arabia

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Strategic Marketing, Brand Management and Public Relations

Course Ref: PR.7

Course Subject: Public Relations

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Dates for This Course

Course Overview

  • Developing a brand, protecting it and restoring the damaged image of an enterprise have become increasingly important to all commercial and public sector enterprises. Our five day course entitled Strategic Marketing, Brand Management and Public Relations is an ideal way for managers to develop these competencies and to learn how to integrate such activities into an overall PR programme. The extensive curriculum incudes lessons on how to build a strong brand, how branding fits into overall company marketing strategy and how corporate PR strategies should be used to support successful brands. The role of research is examined in altering branding and how branding must reflect changes in the business environment. Examples of how crises can damage a brand are examined and an analysis is made of real life damage limitation exercises which succeeded. The lessons contain practical exercises on applying the marketing mix and the creation of powerful targeted messages.

Who should attend?

  • Directors of Marketing
  • Marketing Managers
  • Brand Directors
  • Brand Managers
  • Directors of Public Relations
  • Senior Public Relations Managers
  • Company Directors
  • Senior Managers
  • Those who would like to strengthen, develop and enhance their Strategic Marketing skills
  • Advisors at Ministerial level in government departments
  • Advisors to Directors and top Managers
  • Owners or account directors in public relations consultancies

Learning objectives

  • To plan, implement and obtain the desired results from all Strategic Marketing and PR
  • To obtain the highest return on investment (ROI) from the Strategic Marketing
  • To create, promote, protect and manage the organisation’s brand, products and services
  • To apply the appropriate approach, structures, methods and techniques of PR
  • To fully utilise the rapidly changing media environment

Course content

Benefits of Strategic Marketing

  • What is Strategic Marketing?
  • Objectives and key elements of Strategic Marketing
  • Importance, benefits and challenges of Strategic Marketing to your organisation
  • Marketing positioning, market analysis and competitor evaluation
  • The Marketing Mix - 4 Ps evolving into 7 Ps

Consumer and market research

  • Advantages and disadvantages of 15 types of research
  • Identify, analyse, segment and target appropriate markets according to common factors
  • Create powerful, targeted and appropriate messages
  • Maximise the mix of communication methods
  • Behavioural economics and consumer behaviour theory in marketing

Brand Management

  • What is a brand, its key characteristics and why do people buy a brand?
  • Create, protect, enhance and maintain long-term brand value
  • Evaluate and choose the most appropriate media and mix to promote the brand
  • Defend your brand when it is under attack: top tips and traps to avoid
  • Rebuild your brand after it has been undermined or discredited

Social media and multi-media

  • Understanding the scope, power, complexity and immediacy
  • Monitoring what is said, where and by whom
  • Responding to feedback
  • Pro-actively participating in social and multi-media
  • Dos and don’ts

Issues and crises: PR to manage impact on the brand

  • Anticipate potential sources of a crisis and mitigate the risks
  • Appoint crisis leaders, teams and allocate resources required
  • Create crisis plans for key eventualities
  • Practise regularly for the crisis to minimise effect if it happens
  • Case studies of impact on organisations of good and poor PR crisis management