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Cross-cutting

Advertising and Corporate Communications Management

Communication 8 pm

Introduction

This training in Advertising and Corporate Communications Management provides a comprehensive overview of communication, advertising and corporate relations strategies. Throughout this programme, participants will gain a sound understanding of how to design and implement effective communication strategies, and will understand the how advertising works and their relationship with agencies, and they will learn how to manage the internal and external relations of an organisation.

The course focuses on key aspects of business communication, including strategic communication planning, advertising management, the selection of agencies, the direct marketing and corporate public relations. It also addresses the crisis management and the importance of maintaining effective communication both in normal circumstances and during difficult times.

Objectives

  • Understanding the fundamental principles of strategic communication.

  • To acquire the skills needed to to plan and implement effective communication strategies.

  • Managing advertising and agencies efficiently.

  • To learn how to manage corporate communications effectively, including the management of internal and external relations.

Table of Contents

TEACHING UNIT 1. STRATEGIC COMMUNICATION

  1. Strategic Communication and Customer Focus.
  2. Internal organisation for strategic communication.

TEACHING UNIT 2. THE COMMUNICATION PLAN

  1. Communication Plan.
  2. The Communications Budget.
  3. The Communication Plan in practice.

TEACHING UNIT 3. ADVERTISING MANAGEMENT (I): CHOOSING AN AGENCY

  1. Choosing an agency.
  2. The advertising system.
  3. The communications agencies market.

TEACHING UNIT 4. ADVERTISING MANAGEMENT (II): THE BRIEFING AND CREATIVE PROPOSAL

  1. The Briefing.
  2. Assessment of the creative proposal.

TEACHING UNIT 5. ADVERTISING MANAGEMENT (III): EVALUATION OF THE MEDIA PLAN

  1. The Media Plan.
  2. Selection of Media and Formats.
  3. Media Agents and Metrics.

TEACHING UNIT 6. BTL TOOLS IN STRATEGIC COMMUNICATION

  1. BTL tools in strategic communication.
  2. Sponsorship and other unconventional tools.

TEACHING UNIT 7. DIRECT MARKETING AS A BTL TOOL

  1. Direct marketing.
  2. Online Direct Marketing.

TEACHING UNIT 8. CORPORATE COMMUNICATION: EXTERNAL AND INTERNAL RELATIONS

  1. Corporate communications, internal and external relations.
  2. Crisis communication.

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