Marcom syllabus
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Marcom syllabus

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This presentation gives an overview of the lessons in YEDA's online marcom training.

This presentation gives an overview of the lessons in YEDA's online marcom training.

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Marcom syllabus Marcom syllabus Presentation Transcript

  • 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