Um curso de formação intensivo de desenvolvimento profissional sobre
Managing Marketing Communications
for Business-to-Business
Learn How to Construct a Credible Marketing
Communications Plan for a B2B Market
We currently have no scheduled sessions for this course. If you are interested in running this course, please contact our Training Department at [email protected]
Porquê escolher este curso de formação?
Many business-to-business organisations do not understand how to structure and co-ordinate their marketing communications and as a result they waste money, time and effort.
For marketing communications to achieve the desired results they must be correctly focused, and co-ordinated to achieve clear objectives. The communications tools must work together, with the right messages, aimed at the right target audiences, with a clear purpose for each message.
On this AZTech training course you will learn how to manage marketing communications and to create a structured marketing communications plan which is both credible and realistic.
Este curso de formação AZTech inclui
- The ‘four contexts’ you must understand
- Defining the marketing communications strategy
- Communicating to win preference with decision-makers
- Raising credibility through important stakeholders
- Prioritising and targeting the right people
- Co-ordinating communications tools and messages
Quais são os objectivos?
No final deste curso de formação AZTech deverá ser capaz de
- Construct credible marketing communications plans
- Build your plan on clear principles and evidence
- Convince colleagues to adopt your plan
- Integrate your communications and marketing strategy
- Communicate your brand consistently
- Use your communications budget effectively
A quem se destina este curso de formação?
This course is for people who want to understand B2B marketing communications so that they can avoid wasteful hit-and-miss tactical campaigns, and integrate their communications into a coherent and co-ordinated communications plan.
This AZTech training course is suitable for:
- Managers responsible for co-ordinating marketing communications
- Leaders engaged in developing integrated marketing strategies
- Professionals who need to brief marketing communications
- Managers in marketing and segment management roles
- Leaders who need to build a stronger brand
- Managers who want to increase sales and defend margins
Como é que este curso de formação será apresentado?
This AZTech training course will be presented using a combination of formal presentations, discussions and syndicated exercises. Video, real-life examples and case-studies will also be used.
Um dos principais diferenciais deste curso é o facto de ser altamente prático, com base nos muitos anos de experiência do apresentador em consultoria de vendas e marketing para empresas B2B líderes globais.
O conteúdo do curso
Day One: What is Required for Effective Marketing Communications, Structuring the Plan and Understanding the Four Key Contexts?
- The key principles of marketing communications
- How to make marketing communications effective
- Structure of a marketing communications plan
- Understanding the four essential contexts
- Understanding the customer context - mapping decision-makers
- Defining priority, messages and communications tools
Day Two: Understanding Business, Internal and External Contexts
- The business context
- Aligning with business strategy, marketing strategy and brand
- Understanding the internal context
- Understanding external context
- Identifying, mapping and prioritising stakeholders
Day Three: Objectives, Strategy and Brand – Targeting and the ‘Journey’
- Setting marketing communications objectives
- Defining a marketing communications strategy
- Defining brand position and communicating the brand
- Prioritising target groups and individuals
- Using target group ‘personas’
- Communications tasks and the customer-journey
Day Four: Constructing Messages and Integrating the Marketing Communications Tools
- Understanding value-propositions
- Constructing marketing communications messages
- Managing content
- Selecting and integrating the right communications tools
- Scheduling the plan, responsibilities and resources
Day Five: Implementing, Briefing, Controlling and Integrating the Communications Plan
- Budgeting for marketing communications
- Measuring the results
- Briefing marketing communications
- Integrating marketing communications with the sales function
- Returning to the plan
- Hints and ideas for improving your plan
O certificado
- Certificado de conclusão AZTech para os delegados que frequentam e concluem o curso de formação
Em parceria com
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