Marketing communication is an essential part of any successful marketing campaign. This course is designed to introduce learners to the principles, concepts, and practices of marketing communication. The course will cover topics such as branding, advertising, public relations, sales promotions, digital marketing, and social media marketing.

After the successful completion of this course, you will understand the following;

Introduction to Marketing Communication:

• Marketing Communications.
• The Role Of Marketing Communication.
• The Marketing Communications Mix.
• Effectiveness Of The Promotional Tools.
• Management Of The Promotional Tools.
• Word-Of-Mouth Communications.
• Branding.
• Process Of Diffusion.
• Framework for analysing marketing communication process.

Consumer Decision-Making & Marketing Communication:

• Customer Decision-Making.
• A General Buying Decision-Making Process.
• Types Of Consumer Decision-Making.
• Perceived Risk.
• Involvement Theory.
• Hedonic Consumption.
• Organisational Buying Decision Processes.
• Strategy And Marketing Communications.
• The Role Of Marketing Communications.
• Elaboration Likelihood Model.
• Towards A Model Of Marketing Communications.

Marketing Communication Strategy and Planning:

• Market Segmentation.
• Developing A Marketing Communications Plan.
• The Marketing Communications Planning Framework.
• Positioning.
• The Development Of The Positioning Concept.
• Repositioning.
• Marketing communicational Theories.

Strategic Role of Branding In Market Communication:

• Branding And The Role Of Marketing Communications.
• Brand Portfolios: Architecture And Forms.
• Business-To-Business Branding.
• Online Branding.
• Brand Equity.
• Corporate Identity, Reputation And Branding.
• Corporate Identity Or Corporate Branding?
• Corporate Communications.
• Corporate Reputation.
• Financial Resources For Marketing Communications.
• Trends In Promotional Expenditure.
• Profit Impact On Market Strategy.
• Sales Promotion.

Disciplines & Approaches to Marketing Communication:

• Advertising And Strategy.
• Advertising Models And Concepts.
• Public Relations.
• Publics Or Stakeholders.
• Crisis Management.

All MSBM courses are accredited by the relevant partners and awarding bodies. Please refer to MSBM accreditation in about us for more details.

There are no strict entry requirements for this course. Work experience will be added advantage to understanding the content of the course.

The certificate is designed to enhance the learner's knowledge in the field. This certificate is for everyone eager to know more and get updated on current ideas in their respective field. We recommend this certificate for the following audience.

• Marketing Managers
• Brand Managers
• Communication Managers
• Advertising Executives
• Public Relations Executives
• Digital Marketing Specialists
• Social Media Managers
• Content Managers
• Sales and Business Development Managers
• Entrepreneurs and Small Business Owners.