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Marketing Communication and Brand Management Course

By: LCL Coaches Consultants  

Lagos State, Nigeria

26 - 28 Jul, 2022  3 days

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NGN 125,000

Venue: Lagos and Virtual

Other Dates

Venue Date Fee  
Lagos*and Virtual, Lagos State, Nigeria 04 - 06 Oct, 2022 NGN125000

Effective brand management is the key to developing product and communication strategies which lead to marketing success. This course is designed to develop the necessary knowledge and skills for creating and managing brands which resonate with customers and allow the marketing organization to build and maintain a loyal and profitable customer base.

Training Objective

By the end of the training, Participants will be able to :

  • Explain the role and win support for marketing communications from more senior executives
  •  Advise on how to create an effective plan tailored to their organisation and stakeholders and using relevant tools and media
  • Plan and deliver advertising, sales promotion, public relations and direct marketing campaigns that achieve their objectives
  • Manage marketing communication and brand support activities using both offline and on-line media
  • Evaluate the effectiveness of communication tools using appropriate criteria such as cost and credibility

Day One

How Marketing Communication Works?

  • The communications process
  • How audiences process information and make decisions
  • Establishing and maintaining successful stakeholder relationships
  • Above and below the line activities
  • Ethics, responsibility and codes of practice
  • Understanding global audiences and communication challenges
  • The Marketing Communications mix
  • How and when to use the tools: advertising, sales promotion, public relations, direct marketing, personal selling
  • Choosing between the different medium: broadcast, print, outdoor, digital, social media, in-store

Day Two

The Marketing Communications mix (Cont.)

  • Co-ordinating and integrating marketing communication activities
  • Insights into media planning and buying
  • Developing effective messages using the different types of appeals
  • Creating content audiences pay attention to and understand
  • Managing Marketing Communication Programmes and Campaigns
  • Selecting between the different marketing communication strategies
  • Frameworks for planning communication activities
  • Developing advertising and sales promotion campaigns
  • Developing public relations and direct marketing campaigns
  • Finances: forecasting expenditure and allocating budgets
  • Metrics and evaluating the effectiveness of communication activities

Day Three

Developing and Managing Brand Identity

  • Elements of a brand: logo block, strapline, typefaces, typography, colours, tone of voice, photographic style, grids
  • A-Z steps for building a brand: researching markets, finding a niche, putting your culture and identity into words, creating the brand manual, explaining the brand to different audiences, keeping your brand alive
  • More complex branding decisions: naming families, positioning, extensions, multi-branding, repositioning
  • Reproducing the brand: online, video, brochures, stationery, packaging, signage, promotional items, uniforms, vehicles
  • The people aspects: finding champions to keep you on-brand, persuading customers to pledge loyalty to your brand, defending against internal and external threats
  • Best practice branding case studies
Lagos and Virtual Jul 26 - 28 Jul, 2022
Lagos*and Virtual, Lagos State, Nigeria 04 - 06 Oct, 2022
NGN 125,000.00
(Convert Currency)

Olusina Lajorin 09026713101, 08033241313

Group discount apply
Olusina Lajorin

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