Building Blocks of Marketing Communications

Course Details

Learning Path: Career Skills

Duration: 5 Day(s).

Course Overview

Marketing communications is an essential component of your company’s strategy, branding and messaging. These communications are complex two-way streets that, done well, can increase your customer base and increase profits. This course presents strategies for managers and entrepreneurs who are responsible for the marketing function at their companies – or considering starting a new business and looking for guidance on creating powerful marketing communications materials and a plan to deliver that content.

The course begins with a strategic discussion, developing a marketing plan, and outlining the range of communications media you will incorporate into your plan. We’ll cover each media component, from traditional print communications through digital communications and social media marketing. You’ll learn strategies and tactics for conducting effective email marketing campaigns and learn how to leverage social media to support those campaigns. In addition, we’ll examine how to develop a social media marketing plan, establish a social media marketing team, and develop success metrics across all digital communication channels.

Endorsed by 


Learning Objectives

  • Define marketing communications and its various elements
  • Develop, maintain, and evolve effective marketing content
  • Use email marketing to effectively reach your business’s target audience
  • Implement your strategy and increase the ROI of your e-mail campaigns
  • Track and analyze campaign results
  • Understand where social media fit in the overall marketing strategy for your brand
  • Create and launch a social media plan
  • Select the right team and allocate appropriate resources to support the goals
  • Monitor and address negative messages
  • Incorporate blogs in your social media plan
  • Understand various social media platforms and identify the platforms that suit your brand

Target Audience
Business owners, entrepreneurs, marketing professionals
Clasroom and Audiobook 


Course Outlines

Unit One: The Building Blocks of Marketing
The Business Strategy
Your Marketing and Public Relations Plan
Your Elevator Pitch
Unit Two: Your Communications Strategy
What’s Your Destination?
Knowing Your Audience
What Route Will You Take?
Choose the Communication Channels
Unit Three: What Are the Rules of the Road?
Who’s Your Primary Spokesperson?
How Will You Manage Your Traffic onto the Highway?
Unit Four: Focus Your Messages for Impact
Set a Goal for Every Piece
Strengthen the Core Message
Unit Five: Using Content to Attract Your Audience
Ignite Your Messages with Stories
Build Your Brand with Blogs
Broaden Your Appeal with Vlogs and YouTube
Unit Six: Leverage Social Media
What Is Social Media?
Build Your Presence with Social Media
Unit Seven: Maximizing Your Results
Keeping Tabs on Your Progress
A Word About Search Engine Optimization (SEO)
Unit Eight: Gather Your Communications Details in One Neat Package
Crafting the One-Page Fact Sheet
Unit Nine: Sharing Information Through Media Releases
Key Considerations for Your Media Message
Managing Your Message in Crisis
Unit Ten: Getting Acquainted with Email Marketing
What Is Email Marketing?
Terms You Need to Know
Getting It Right
Unit Eleven: Building Your Contact List
Building Your Contact List
Keep Your List Up-to-date
Rules, Regulations, and Good Sense
Unit Twelve: Your Email Marketing Plan
Your Email Marketing Plan
Your Email Provider
Unit Thirteen: Designing Your Email Strategy
What’s Your Campaign Strategy?
What Approach Will You Take?
Using Content to Attract
Unit Fourteen: Messaging Mechanics
The Six Cs of a Successful Message
Unit Fifteen: Bringing Your Email Campaign Life
Starting Your Campaign
The Message IS the Message
Designing an Eye-Catching Email
Choosing the Right Design and Layout
Tips to Make This Easier
Unit Sixteen: Good Habits for Good Email Managers
Tips the Experts Know
Apply Smart Writing Rules
Converting Visitors to Customers
Unit Seventeen: So, What Do I Write About?
Unit Eighteen: Subject Lines and Calls to Action
Unit Nineteen: If It Doesn’t Get Measured, It Can’t Be Counted
Key Metrics
Revenue Per Email Sent
Timing Your Email Message
Test Before You Send
Sharing and Comparing
Writing Your Initial Welcome Email
Unit Twenty: Your Social Media Foundation
What Is Social Media?
The Five Elements of a Social Media Branding Strategy
Unit Twenty-One: Developing Your Social Media Plan
Eight Guidelines
Calculate the Value of Social Media
Building and Guiding Your Social Media Team
Set Guidelines for Employee Utilization
Unit Twenty-Two: Choosing the Right Platforms for Your Brand
Get to Know Your Social Channels
Staying in the Loop
Unit Twenty-Three: Creating Brand-Centric Messages
Unit Twenty-Four: Monitoring Your Progress
Pay Attention to Interactions
Watch Your Trends
Time It Right
Unit Twenty-Five: Handling Negative Social Messages
Unit Twenty-Six: Building Internal Communities with Social Media
Unit Twenty-Seven: Using Facebook to Advantage
Set Up Your Page
Build Your Community
Reach Deeper into Facebook
Unit Twenty-Eight: Using LinkedIn to Advantage
LinkedIn Essentials
Set Up Your Accounts
Get Connected
Unit Twenty-Nine: Using Twitter to Advantage
Get Tweeting
Applying What You Learn - Make It Memorable
Using Lists and Streams

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