Strategic Brand and Public Relations Management
Classroom based course with study materials, lecturer support and CPD Hours included
London Training For Excellence
Summary
- Tutor is available to students
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Overview
Description
Module 1 – Brand and Strategic Marketing
- What is Brand?
- What is Strategic Marketing?
- Objectives and key elements of Strategic Marketing
- The Marketing Mix - 4 Ps evolving into 7 Ps
- Brand positioning, market analysis and competitor evaluation
Module 2 - Consumer and market research
- Advantages and disadvantages of different types of research
- Identify, analyse, segment and target appropriate markets according to critical factors
- Behavioural economics and consumer behaviour theory in marketing
Module 3 - Brand Management
- Key characteristics of a brand and why people buy brands
- Create, enhance and maintain long-term brand value
Module 4 – Promoting your Brand
- Create powerful, targeted and appropriate messages
- Evaluate and choose the most appropriate media and mix to promote the brand
- Defend your brand when it is under attack: top tips and traps to avoid
Module 5 - Social media
- Understanding the scope, power, complexity and immediacy of social media
- Monitoring what is said, where and by whom
- Responding to feedback
- Pro-actively participating in social and multi-media
- Dos and don’ts
Module 6 - Issues and crises: PR to manage impact on the brand
- Anticipate potential sources of a crisis and mitigate the risks
- Appoint crisis leaders, teams and allocate resources required
- Create crisis plans for key eventualities
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