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Marketing communications is an essential component of your company’s strategy, branding and messaging. These communications are complex two-way streets that, done well, can increase your customer base and increase profits. This course presents strategies for managers and entrepreneurs who are responsible for the marketing function at their companies – or considering starting a new business and looking for guidance on creating powerful marketing communications materials and a plan to deliver that content.

The course begins with a strategic discussion, developing a marketing plan, and outlining the range of communications media you will incorporate into your plan. We’ll cover each media component, from traditional print communications through digital communications and social media marketing. You’ll learn strategies and tactics for conducting effective email marketing campaigns and learn how to leverage social media to support those campaigns. In addition, we’ll examine how to develop a social media marketing plan, establish a social media marketing team, and develop success metrics across all digital communication channels.


    • Define marketing communications and its various elements
    • Develop, maintain, and evolve effective marketing content
    • Use email marketing to effectively reach your business’s target audience
    • Implement your strategy and increase the ROI of your e-mail campaigns
    • Track and analyze campaign results
    • Understand where social media fit in the overall marketing strategy for your brand
    • Create and launch a social media plan
    • Select the right team and allocate appropriate resources to support the goals
    • Monitor and address negative messages
    • Incorporate blogs in your social media plan
    • Understand various social media platforms and identify the platforms that suit your brand

Course Curriculum

Getting Started
Introduction FREE 00:03:36
Before we begin… 00:00:00
Marketing Plan Foundation
Unit 1: The Building Blocks of Marketing FREE 00:09:07
Unit 2: Your Communications Strategy 00:04:46
Unit 3: What Are the Rules of the Road? 00:10:20
Unit 4: Focus Your Messages for Impact 00:04:22
Unit 5: Using Content to Attract Your Audience 00:12:10
Unit 6: Leverage Social Media 00:08:58
Unit 7: Maximizing Your Results 00:03:12
Unit 8: Gather Your Communications Details in One Neat Package 00:04:40
Unit 9: Sharing Information Through Media Releases 00:08:03
BBMC Marketing Plan Foundation Quiz 00:10:00
Email Marketing
Unit 10: Getting Acquainted with Email Marketing 00:11:05
Unit 11: Building Your Contact List 00:07:59
Unit 12: Your Email Marketing Plan 00:06:18
Unit 13: Designing Your Email Strategy 00:05:13
Unit 14: Messaging Mechanics 00:10:05
Unit 15: Bringing Your Email Campaign to Life 00:11:20
Unit 16: Good Habits for Good Email Managers 00:06:59
Unit 17: So, What Do I Write About? 00:07:42
Unit 18: Subject Lines and Calls to Action 00:05:09
Unit 19: If It Doesn’t Get Measured, It Can’t Be Counted 00:09:20
BBMC Email Marketing Quiz 00:10:00
Social Media Marketing
Unit 20: Your Social Media Foundation 00:06:40
Unit 21: Developing Your Social Media Plan 00:10:45
Unit 22: Choosing the Right Platforms for Your Brand 00:09:25
Unit 23: Creating Brand-Centric Messages 00:02:49
CASE STUDY 00:05:00
Unit 24: Monitoring Your Progress 00:07:57
Unit 25: Handling Negative Social Messages 00:07:57
Unit 26: Using Facebook to Advantage 00:06:06
Unit 27: Using LinkedIn to Advantage 00:06:00
Unit 28: Using Twitter to Advantage 00:09:45
Unit 29: Meet Social Media Management Tools 00:03:25
Unit 30: Stay on Top of the Trends 00:01:58
BBMC Social Media Marketing Quiz 00:10:00
Conclusion 00:01:57
Additional Helpful Resources 00:00:00

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