Marketing Communications Workshop

Sprott School of Business
Ottawa, Ontario, Canada

Course Format: Classroom | E-learning | Virtual Class | Online/Live | On-site/In-house | Blended | Self-paced

Course Description:

'' Marketing’s role is frequently seen as reactive and tactical - more concerned with the delivery of leads and t-shirts, than with value. But Marketing has to deliver a real ROI to the company - ie real sales with real margin dollars. One of the ways it can do this is through the development of integrated communications campaigns. By defining corporative objectives, branding, positioning and values; market and competitive forces; and product strengths and weaknesses; and combining this with an intimate knowledge of the strengths of different communications tools & techniques, Marketing can devise integrated communications campaigns that achieve the measurable results at the lowest cost.

Program Content:

Defining corporative objectives, positioning, messaging and values
Articulating the brand proposition
Decoding market and competitive forces
Defining product strengths and weaknesses
Leveraging your role in the channel
Setting communications and campaign targets and stretch goals
Reviewing the strengths, weaknesses, cost, value & relevance of different marketing communications tools (learn about the pro’s and con’s of events, tradeshows, email campaigns, direct mail, media relations, advertising, white-papers, web sites, conferences, sponsorship, surveys, research, workshops, seminars, newsletters, etc.)

Techniques for planning integrated campaigns
Managing campaigns and keeping all stakeholders involved and informed
Tools for measuring value and return on investment for the company
...''

Elements of this syllabus are subject to change.

Phone:(613) 520-2388

School Address/Venue(s):

Sprott School of Business
1125 Colonel By Drive
710 Dunton Tower
Ottawa, Ontario Canada
K1S 5B6

Jobs & Resumes: Ottawa
Houses & Roommates: Ottawa
Travel Agencies: Ottawa

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Essential Skills for Creating and Sustaining High-Performance Teams
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