Marketing Communications - Level 1

Upon completion of this course, you will be able to understand:
The role that advertising plays in influencing our thoughts and behaviour.
Advertising as an independent discipline.
The use of selling propositions, and the role of emotion in advertising.
Different types or forms of advertising.
Ways in which advertising can be used strategically.
Issues associated with consumer-generated advertising.
The nature and characteristics of public relations.
The main audiences to which public relations activities are directed.
The role of public relations in the communications mix.
Ways in which public relations works.
Some of the main methods and approaches used by public relations.
The nature and context of crisis management.
How sponsorship activities have developed and the main characteristics of these forms of communications.
Reasons for the use of sponsorship and the types of objectives that might be set.
How sponsorship might work.
The variety and different forms of sponsorship activities.
Reasons why sponsorship has become an important part of the communications mix.
Key characteristics of direct marketing.
Different methods used to implement direct marketing.
The significance of the database and Big Data in direct marketing and different direct-response media.
Different types, roles and tasks of personal selling.
The role and evolution of social media within personal selling.
Characteristics of strategic account management.
The value and role of sales promotions.
Ways in which sales promotion is thought to work.
The merits of loyalty and retention programmes.
Different sales promotion methods and techniques.
Ideas associated with field marketing and related activities.
Principles associated with brand experience.