Advertising and PR

About

This course will provide students with a broad understanding of the business economics underlying the rapidly changing media business and also a more focused understanding of how to apply marketing principles and concepts to media as a product to be sold and marketed to consumers and to other businesses. Students will learn how media is measured and how to use media and market research as a marketing tool for advertising sales and audience development. They will be able to develop an integrated marketing plan using a wide variety of media that will take a comprehensive approach to a marketing challenge.

Developing plans and strategies for marketing today is the most challenging it has ever been. There is an incredible and increasing choice of interactive devices, platforms and channels that potential customers use from smartphones and tablets to social networks and search engines. Investment in traditional channels such as TV, Print and Radio is declining, but they remain an essential part of integrated campaigns for many businesses.

You can look forward to meeting and discuss the course topics with several guest speakers such as a CEO of Mediatel, Head of Marketing for Havas and social media manager.

Course leader

William PattisonExcellent professional and academician with experience from both the USA and many European countries. He is running his own consultancy and marketing company, and he used to work for the company giant 3M.

Target group

Young professionals and university students with intermediary level of English

Course aim

This course will provide students with a broad understanding of the business economics underlying the rapidly changing media business and also a more focused understanding of how to apply marketing principles and concepts to media as a product to be sold and marketed to consumers and to other businesses. Students will learn how media is measured and how to use media and market research as a marketing tool for advertising sales and audience development. They will be able to develop an integrated marketing plan using a wide variety of media that will take a comprehensive approach to a marketing challenge. Developing plans and strategies for marketing today is the most challenging it has ever been. There is an incredible and increasing choice of interactive devices, platforms and channels that potential customers use from smartphones and tablets to social networks and search engines. Investment in traditional channels such as TV, Print and Radio is declining, but they remain an essential part of integrated campaigns for many businesses.

SKILLS GAINED:

- Have a basic understanding of creative thinking, people skills and intercultural management
- Develop a marketing strategy/plan
- Social Media Marketing
- Content Marketing, Google and Advertising
- Understand the principles behind guerrilla and viral marketing

Schedule
Day 1 Introduction, expectations, rules. Role of the Marketing Director
Day 2 Guerrilla Marketing, Viral Marketing
Day 3 People and leadership skills, Intercultural Mkt/Management
Day 4 Legacy Media: Print publishing overview, Broadcast media overview.
Day 5 New Business Models in Journalism
Day 6 Advertising and Media-buying
Day 7 Advertising Sales and Media Planning
Day 8 Disruptive Technology and Media Business Models: The role of advertising
Day 9 Social Media Marketing, Content Marketing
Day 10 Mobile Advertising

Fee info

Early bird fee 850EUR until 31.12.2024