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Programme Information and Agenda

Course Objective

Participants will:

  • Gain knowledge of the basics of marketing and marketing communication. 
  • Be equipped with the basic theoretical knowledge necessary for a proper grounding and foundation for the discharge of their duties and a successful career in brand management/marketing communications.
  • Have the opportunity to meet, interact and exchange ideas with their contemporaries from other organizations.

 Benefits of the programme:

  • Participants will be guided to develop action learning points that can be immediately implemented in their place of work.
  • A copy of the document will also be sent to Heads of companies and follow-up surveys will be conducted 1-2 months after the training to evaluate skill levels & business impact of the training against the pre-training assessed competency rating.

Agenda

Day 1 : Thursday 11th March 2021

A Strategic Marketing Framework: How Communication Works

  • 09.00 – 09.30: Introduction to Marketing Market Driving vs. Market Driven
  • 09.30 – 9.45: Exercise 1: Market driving vs. market driven
  • 10.00 – 10.30: Marketing Planning
  • 10.30 – 11.00: Strategic Consumer Intelligence
  • 11.00 – 11.15: Break & Q&A
  • 11.15 – 11:45: Market Segmentation
  • 11.45– 12.15: Exercise 2: Market segmentation – Clean Meat
  • 12.30 – 13.00: Lunch
  • 13.00 – 13.30: Targeting and Positioning
  • 13.30 - 13.45: Exercise 3: Positioning
  • 13.45 - 14.00: Exercise feedback
  • 14.00 - 15.00: Marketing Mix
  • 15.30 - 15.45: Exercise feedback
  • 15.45 - 16.00: Round-up

Day 2 : Friday 12th March 2021

Brands and Communications Management

  • 09.00 – 09.30: Building Communcation Strategy
  • 09.30 – 9.45: Exercise 1
  • 09.45 – 10.00: Break & Q&A
  • 10.00 – 10.30: Data & Insight in Communications
  • 10.30 – 11.00: Audience Profiling
  • 11.00 – 11.15: Break & Q&A
  • 11.15 – 11:45: Content as the Future in Brand Communication/ Story Telling & Authenticity
  • 11.45– 12.15: Exercise 1
  • 12.15 – 12.30: Internationalization of Brands
  • 12.30 – 13.00: Lunch
  • 13.00 - 13.30: Exercise 2
  • 13.30 - 13.45: Value Creation in Marketing Communiations
  • 13.45 - 14.00: Internet & Social Media Branding
  • 14.00 - 15.00: Design in Branding
  • 15.00 - 15.30 : Exercise 1
  • 15.30 - 15.45 : Exercise feedback
  • 15.45 - 16.00 : Q & A (Round-up)

Day 3 : Saturday 13th March 2021

Marketing Communications Laws & Ethics

  • 08.45 – 09.00: Session Prep
  • 09.00 – 10.30: Nigerian Advertising Laws (APCON Laws & Regulations)
  • 10.30 – 11.00: Exercise 1
  • 11:00 – 11.15: Break & Q&A
  • 11.15 – 11.45: Ethics in Marketing Communications
  • 11.45 – 12:30: Market Segmentation & Ethics Ethics in Pricing &Products
  • 12:30– 13.00: Break & Q&A
  • 13.05 – 14.05: Global Regulatory Matters (In relation to the local market)
  • 14.05 – 14.20: Q&A
  • 14:20 - 15.40: Importance of Leadership in Marketing Context (Round-up)
  • 15.40 - 16.00: End of Program Address
  • 14.00 - 15.00: Marketing Mix
  • 15.30 - 15.45: Exercise feedback
  • 15.45 - 16.00: Round-up

Contact

Programme Director

Professor Moira Clark

moira.clark@henley.ac.uk

Programme Manager

Olasunkanmi Atolagbe

oatolagbe@x3mideas-ng.com

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