Upload
drmati
View
2.143
Download
0
Embed Size (px)
Citation preview
Marcom Syllabus
YEDA Marcom Program
Principles of Marketing
Understanding how hi-tech products/services are marketed
Understanding positioning
Formulating a position and writing a position statement
From Positioning to Marcom: how the product position influences your marcom
Planning
Formulating a Strategy
Understand how the needs and expectations of different types of buyers affect the marketing effort
Marketing Strategy and Tactics
Decide on the kind of marcom materials that would be appropriate for a particular market.
Draw up a marcom plan
Messages
Writing Effective Copy
Recognize the connotations of words and the effect they have on the reader
Develop a group of verbal connotations that reinforce one another and convey a message
Use marcom language associated with hi-tech
Use various language techniques to make your copy more vibrant and effective
Writing a Brochure
Understand the structure of a brochure.
Understand how to plan out a hi-tech product brochure.
Develop a concept for the brochure that conveys an overall message.
Write features and benefits sections. Understand the difference between a feature and a benefit.
Understand the relationship between graphic images, layout, and copy.
Writing a White Paper
Understand and formulate the marcom objectives of a white paper.
Formulate a list of topics for a white paper.
Construct a well organized outline for a white paper.
Conduct effective research for writing a white paper.
Use the language and expression appropriate for a white paper.
Write an effective white paper on a particular issue.
Writing a Press Release
Understand the structure of a press release
Write an effective press release
Corporate Brand
Positioning a company
Company profile
Corporate Identity
Brand image
Company name, tag line, slogans
Trade Shows
Understand why to enter a trade show
Understand how to decide which shows to enter
Understand how to run a successful exhibit
Writing for the WEB
Understand the content that needs to be written for a hi-tech website
Write marcom material in the proper style for the website
Understand how to structure content on a hi-tech website
Social Media
Social Media for Marketing
Formulating Objectives
Creating a Community
List Building
Distributing Content
Cultivating Relationships
Blogs and Articles
Objectives
Format
Choosing topics
The art of crafting titles
Sustaining interest
Stories and Anecdotes
Customer profiles
Newsletters