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Strategic Marketing, Brand Management and Public Relations

Course Information:

Venue:Duration:Date:Price:
In-House Agreed with client FlexiblePOA
London 5 days 28-Mar£3,500.00
London 5 days 12-Dec£3,500.00

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    LCT 2022 Brochure
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    LCT 2022 Brochure
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    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 /li>
    • Owners or account directors in public relations consultancies

    Accreditations

    Outcomes

    • Plan, implement and obtain the desired results from their strategic and marketing PR
    • Obtain the highest return on investment (ROI)from Strategic Marketing
    • Create, promote, protect and manage the organisation’s brand, products and services
    • Apply the appropriate approach, structures, methods and techniques of PR
    • Utilise the rapidly changing media environment

    COURSE TOPICS:

    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





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