- Marketing communication fundamentals: techniques to identify the right target audience for your communication, creating positioning statements, developing segmentation and communication targets and aligning your positioning to communicate with them, consumer behavioural concepts that support great marketing communications
- The Brief: how briefs impact both creative and media, targeting and building a great brief, using target audience personification to gain better communication, completing the unintended target audience section for the best work
- Creative: exercises to get you comfortable thinking about and working with this area of marketing
- Media planning: simulation to let you play with options that build on what you are learning in class
You will engage in hands-on exercises designed to link the ideas you are learning to real-world skills.
Managers in the marketing, public relations or business development field who create or evaluate marketing communications, manage others in those roles, or hope to move into these roles in the future.
In a world in which everyone is a communicator through Facebook and blogs, this course is particularly useful to anyone engaged in entrepreneurial activities.
“Ann was a dynamic, engaging instructor who was able to weave real-life examples in real time. The case studies used were relevant and interesting and the course objectives were clear throughout. I very much look forward to applying the skills and insights learned to my daily work and life.”
Port Metro Vancouver
"The marketing communications course provided skills that will allow me to do my job better. Management tools were provided that can allow me to better manage tasks and at the same time identify marketing objectives, target markets and find ways to achieve higher sales and greater success."
Regional Vice President
Heritage Education Funds
"The instructor was very knowledgeable; I felt she was there to truly help us learn and succeed. The mix of theory and practical was great as was the pace of the class. I will definitely recommend this course to others."
"Ann is a very experienced marketing professional who does a wonderful job applying her real-world experience in a classroom setting. She is an engaging speaker who holds the attention of the class, providing customized examples and bringing the theory to life."
"Taking this course gave me a lot--not only the skills of marketing communications but also the understanding of different cultures. I will be able to apply the new skills I have learned at work."