Marketing Communication and Media Planning

Course Category : Human Capital

A professional training programme focused on designing marketing communication strategies and media planning frameworks that ensure effective message delivery to target audiences and measurable campaign impact.
Duration: 5 Days
Level: Intermediate – Advanced

Introduction

In a rapidly evolving media environment characterized by digital transformation and the proliferation of communication channels, marketing communication has become a strategic function that shapes brand perception and strengthens organisational relationships with stakeholders. Modern campaigns extend beyond promotional messaging and require coordinated communication strategies that deliver the right message through the most appropriate media platforms.
This course provides a structured framework for understanding marketing communications and media planning within contemporary marketing environments. Participants will examine integrated marketing communication concepts, advertising campaign development, audience segmentation, and the evaluation of traditional and digital media effectiveness. The programme emphasises strategic media planning methods that align communication activities with organisational marketing objectives while maximising return on marketing investments.

Targeted Audience

Marketing Managers
Corporate Communication and Public Relations Professionals
Advertising and Media Specialists
Business Development Managers
Digital Marketing and Brand Management Professionals
Sales and Customer Relationship Managers
Advertising and Marketing Agency Staff
Employees in government entities and large organisations responsible for communication strategies

Targeted Skills

Understanding integrated marketing communication frameworks
Designing strategic marketing campaigns
Audience analysis and market segmentation
Media planning and media selection strategies
Campaign performance evaluation and measurement
Applying marketing analytics tools in media planning

Expected Outcomes

Develop a comprehensive understanding of marketing communications and their role in brand development.
Design integrated marketing campaigns combining traditional and digital media channels.
Analyse target audiences and select appropriate media platforms.
Develop media plans aligned with organisational strategic marketing objectives.
Evaluate campaign performance and assess marketing return on investment (ROI).

Training Topics Index

Concepts and importance of marketing communication
The marketing mix and the role of promotion
Components of the promotional mix
Advertising and public relations in brand building
Promotional strategies across the product life cycle

Concepts of event marketing
Event design and planning stages
Organising and executing marketing events
Managing event elements and brand experience
Event management checklists and operational planning

Setting marketing communication objectives
Situational and SWOT analysis
Developing campaign messaging strategies
Integrated Marketing Communication (IMC) planning
Campaign implementation, monitoring, and evaluation

Evaluating brand strengths and weaknesses
Positioning strategies and market differentiation
Identifying and analysing target audiences
Developing creative campaign messages
Evaluating creative briefs and finalising campaign strategies

Traditional versus digital marketing communication
Digital communication channels and platforms
Multi-channel digital campaign management
Online advertising and pay-per-click strategies
Web analytics and digital marketing performance measurement

Course Features

Updated and Interactive Content
Hypothetical Examples and Case Studies
Pre- and Post-assessments to Measure Impact
Verified Certificate with a QR Verification Code

Marketing Communication and Media Planning