Introduction to the principles of communication and marketing

Goals

To get to know the terminology and the concepts in this field. To feel more at ease and work better with consultants and providers

Target audience

Anyone working with professionals in this filed or who is new in a marketing or communication function

Prerequisite

None

Contents

Introduction to enterprise communication

• Definition of enterprise communication
• Define internal and external goals
• Definition: information or communication

The communication plan

• Position relative to the enterprise strategy, defining communication goals
• Listing the goals
• Segmentation of the goals and priority target audiences
• Listing the communication tools

Basic principles of marketing

• Strategic marketing, product marketing and operational marketing
• Specific sectors: large volume, service industry, B2B and B2C
• Creating value for the customer and for the enterprise: levers, strategies and operations
• The marketing strategy of the enterprise

The tools of multi-channel marketing

• Websites and social networks
• Press releases
• Brochures and leaflets

Terminology linked to webtools

• Websites
• Blogs
• Social networks

Terminology linked to printing

• Colour management
• Resolution
• Offset/Digital

Who does what?

• The roles
• ICT-tools
• Workers