- Chief Communications Officers
- Marketing and communications directors, managers, executives and staff.
What you will learn
Upon completion of this course, you will be able to understand:
- Different levels of a proposition.
- Various types of product propositions and particular concepts relating to the management of products, including the product lifecycle.
- The relationship between product and service offerings and the product-service spectrum.
- Processes and issues associated with innovating new propositions.
- How new propositions are adopted by markets.
- The concept of price elasticity of demand.
- Price, and its relationship with costs, quality,and value.
- How customers perceive price.
- Pricing strategies and how to price new offerings.
- Cost-, competitor-, demand-, and value-oriented approaches to pricing.
- How pricing operates in the business-to-business setting.
- The role and configuration of the marketing communications mix.
- Characteristics of each of the primary tools, messages, and media.
- Criteria that should be used to select the right communications mix.
- The changing marketing communications landscape.
- Principles and issues associated with integrated marketing communications.
- Digital marketing and social media marketing.
- How digitisation is transforming marketing practice.
- Key techniques in digital marketing and social media marketing.
- How practitioners measure the effectiveness of social media marketing.
- Crowdsourcing and how it can be harnessed for marketing.
- Characteristics and principal types of brands and branding.
- Ways in which brands work through associations and personalities.
- How branding has evolved, utilising relational, and co-creation perspectives.
- How brands can be built.
- Principal issues associated with branding in services, B2B, internal, and global contexts.
- Issues and activities associated with brand equity and why branding is important to marketing messages.