120 hours
Module Objective :
Marcom is the core value of this program. Our purpose is to equip our students with the most advanced knowledge and techniques of marketing communication. Digital, social and creativity as our key words here !
The subjects:
1. Integrated Communication Strategies
All you need to know about effectively communicating with your target group. This encompasses understanding who your target groups are, what media channel you should use , and how to always bring over a coherent message . All media channels will be reviewed , including a 360° coverage of the target audience with media, promotion, PR, sponsorship and other marcom tools. This course will also cover relationships with communication and media agencies.
2. Media Management
This course will help you review the existing media channels, assess each of them with regard to your specific target group (persona), your product/service category and, most importantly, the specificity of our company. This in order to build a strong media plan to convey your message to your target group. Selection and management of social media are also considered here.
3. Digital Communication
Everyone speaks about digital, all of us think we know digital, but finding our way into the digital jungle is another story. This course will help you go through the fundamentals in understanding the tricky ways of digital marketing and communication, starting from basic web advertising to more sophisticated mobile communication, not forgetting the important SEO optimization and marketing.
4. Social and Content marketing
Content edition, gamification and social media campaigns will be at the heart of this course. Knowing how to advertise through the web and the mobile world is one thing, understanding how to use social media efficiently is another. The objectives are for students to understand how to listen to social media (they are a powerful information source), how to manage them in the best interest of both the company and its customers and how to create powerful distinctive content.
5. Agency Creative Direction
Under guidance of a famous advertising Creative Director, you will learn how to run outperforming communication campaigns: exciting, distinctive, memorable and….performing ! From strategic planning to implementation issues, you’ll be initiated to what makes a great campaign, understanding key success drivers and relating the creative process to market performance.