Marketing and Brand Planning

ISA Africa
Offline study mode
ISA Africa. Woodlands Rd, Nairobi, Kenya
Jun 18 - Jun 18 2020

Course Description

This course is also relevant to those in a communications agency role; especially advertising, below- the-line, digital and media planning. The ‘client perspective’ and an understanding of the marketing process is essential to developing rich proposals and campaigns that meet business and brand goals.

Responsibilities
Brand ownership and provide the vision, mission, goals and strategies
Monitor market trends, research consumer markets and competitors’ activities to identify opportunities and key issues
Analyse brand positioning and crystallise customer target
Translate brand strategies into brand plans, brand positioning and go-to-market strategies
Oversee marketing and advertising activities to ensure consistency with product line strategy
Measure and report performance of all marketing campaigns, and assess against goals (ROI and KPIs)
Brainstorm new and innovative growth strategies

Skills
You will need to show evidence of the following;

have an instinctive feeling about future product concepts
have good analytical skills
be a good listener, able to respond to results and consumer research
be an excellent communicator, both verbally and in writing
be able to work well with a wide range of people from different parts of the business
be able to manage different projects at the same time
be energetic and passionate about their product speciality
be organised and methodical
be able to work well under pressure
Learning Outcomes
On completion, the student will:

Develop a brand plan proposals
Conduct research for Market, Brand, Consumer and communications
Develop brand positioning
Develop brand implementation plans
Recommend budgets and measurement tools
Effectively brief the communications agency and evaluate work
Manage agency teams and get the best performance from them
Topics
Strategy Design Process- Overview
Marketing Audit and Research
SWOT Analysis, Objective setting, Prioritizing Strategy
Consumer Segmentation and Targeting
Brand and Positioning
Marketing Tactics - Marketing and Marcom Mix
Digital Essentials
Budgeting, Measurement and Evaluation
Brand Re-invention and Innovation
The IMC client communication Brief
Client / Agency relationship Management

Course Prerequisites
Under graduate degree and / or experience in marketing or brand communications for at least one year

Assignment
Participants will be assessed through a combined individual and group presentation, based on a brand of choice.
Refer to evaluation score sheet for marking criteria.

Course Outline

Participants taking this as a short course will also have the option of attending Account Management and Life Skills classes at a discounted additional fee. The topics include;

  • Keys to a successful career/ Emotional Intelligence
  • Principles of Account Handling
  • Presentation skills
  • Team Dynamics and Handling Conflict
  • Decision Making & Stress Management
  • Selling Techniques
  • Negotiation skills
  • Self-regulation and Time management
  • Managing projects
  • Personal Branding and CV writing

Contact hours :24 hours
Group Work : 10 hours
Assignment : 3 hours (Presentation)
Study hours : 30 hours
Teaching Pattern :Lectures + videos + case studies + group work presentation


Price: KES 55,100

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