Marketing Communication

A Great World of Media and Technology

5 Found
Date Duration Venue Fees
07-11 Oct 2024 5 Days Dubai - UAE US$4,450 Register
09-13 Dec 2024 5 Days Dubai - UAE US$4,450 Register

Course Overview

All of us, the consumers, are free to choose among thousands of products and services. Every day, we are bombarded by all types of messages and information targeted to persuade us to buy and use anything that can satisfy our needs. Corporate Businesses of all types, either trading, manufacturing, commercial, services or NGOs, must communicate with their clients to secure delivery of their products and services. All these are achieved through various types of communication media, including advertising, social media, product packaging, direct marketing, websites, events, exhibitions, and many more. Successful campaigns consider all elements of the communications mix. In modern years, competition, technology, and environmental issues have radically changed consumer behaviour and the function of the market, with online shopping, social media, search engines, product variety and many more, in a more user and naturally-friendly manner.

Marketing Communication is a pioneering training course which offers participants the knowledge and practical skills to advance their careers.   It focuses on developing the expertise needed to anticipate, analyse, plan, and control effective communication in an innovative approach that generates value for all businesses. Marketing communication provides the core so that all parties can realise the intentions and appreciate the importance of the products or services offered and the new ideas that can provide the ground for innovation. Furthermore, this training programme helps the participants evaluate and judge many different media selections concerning their interests and business goals.

Course Objectives

The Marketing Communication mix involves all the tools every organisation uses to communicate to people and become aware, build their reputation, and increase their presence and acceptance in the market.

After the training course, the participant will learn to:

  • Describe what influences the communication process
  • Identify the significance of market value through communication
  • Develop a marketing communications plan and strategy
  • Evaluate marketing communications
  • Differentiate the traditional and modern advertising media
  • Use technology to evaluate sales promotions
  • Explain the online communication benefits
  • Distinguish between marketing, public relations, and other channels

Target Audience

This training course is aimed at all types of marketers and businessmen, to develop their skills in the media and communication.

It is suitable for a wide range of working professionals, including (but not limited to) the following:

  • Marketing Professionals
  • Small Business Owners and Managers
  • Sales Managers
  • Operation Managers
  • Business Development Managers
  • Sales Supervisors
  • Anyone interested in engaging with communication and advertising

Training Methodology

This training course uses a combination of interactive presentations and live discussions. It will be supported with case study workshops, videos, models, tables, and charts to consolidate learning and discussion of the findings. A summary recap will be done by the end of each day, linking the topics to formulate a complete training programme. Upon request, it can include a final multiple-choice test on the material as a learning evaluation method.

Course Outline

Day One

Communication Theory and Consumer Behavior

  • The Communication Process
  • Influences of the Communication Process
  • Understanding How Consumers Process Information
  • Consumer Decision-making Processes
  • Organisational Buying Decision Processes
  • The Role of Marketing Communication
Day Two

Marketing Communications Mix, Planning, and Strategy

  • Developing a Marketing Communications Plan
  • 3Ps of Marketing Communications Strategy
  • Market Segmentation and Targeting of Markets and Niches
  • The importance of the Positioning Concept
  • Effectiveness of the Promotional Tools
  • Selection of the Most Effective Mix Criteria
Day Three

Traditional Marketing Communication Applications

  • Measuring the reach of Traditional Communications
  • Limitations of Traditional Marketing
  • Advertising Models and Concepts
  • Strategic Use of Sales Promotions
  • Printed Media and Brochures
  • Management of the Promotional Tools
Day Four

Digital and Direct Marketing Communication Applications

  • Technology Implications in Marketing Communication
  • Advantages and Opportunities of Internet Marketing
  • Digital Internet Marketing Communications
  • Email, Content, and Social Media Marketing
  • Direct Marketing, Loyalty Cards, and Online Shopping
  • Social and Environmental Marketing
Day Five

Public Relations and other extras of Marketing

  • Changing Attitudes with Marketing Communication
  • Public Relations Methods and Techniques
  • Personal Selling and Word-of-mouth
  • Presentation Campaigns, Events, and Exhibitions
  • The Role of Sponsorship in the Promotional Mix
  • Branding and Packaging as Communication Tools


Upon successful completion of this training course, Newage Certificate will be awarded to the delegates.

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