Brand Marketing Courses
Core Competency - BRAND INTELLIGENCE
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Asking The Right Questions
The key to developing successful marketing and communications plans lies in the quality of marketing intelligence. Learn how to conduct an actionable strategic marketing analysis.
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Core Competency - STRATEGY DEVELOPMENT
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Building A Purchase Decision Matrix
This course provides a powerful approach for understanding how purchase decisions are made and how communications can influence that process. It helps you to identify communications tasks and then determine and select the best communications options.
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Taking Your Brand From Here to There
Crafting a brand communications strategy is a bit like mapping a journey – you must identify where you want to go and lay out clear directions as to how you will get there. In this course, you will learn how to focus on well-articulated goals, adhere to the important guiding principles and make the right crossroad decisions to reach your destination.
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Core Competency - COMMUNICATIONS DEVELOPMENT
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Setting The Strategic Direction
Perhaps the most crucial point in the development of integrated brand communications is what is known internationally as the “briefing.” This course assembles ideas from a number of experts from the U. S. and Canada to provide a whole new perspective on the briefing process and the brief itself. As such, it is the culmination of all our brand planning courses.
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Core Competency - COMMUNICATIONS EVALUATION
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Evaluating Brand Communication
The ever-increasing pressure for accountability places even greater emphasis on the measurement and evaluation of Brand Communication. This course looks at measuring effectiveness from two perspectives: marketing and finance. It provides an overview of current practices in different product/service categories to determine the effectiveness of marketing communications It also covers measuring brand equity and how marketing effectiveness can contribute to brand valuation in financial terms.
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