Marcom Syllabus YEDA Marcom Program
Principles of Marketing <ul><li>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 </li></ul>
Planning <ul><li>Formulating a Strategy
Understand how the needs and expectations of different types of buyers affect the marketing effort
Marketing Strategy and Tactics </li></ul><ul><li>Decide on the kind of marcom materials that would be appropriate for a pa...
Draw up a marcom plan </li></ul>
Messages
Writing Effective Copy <ul><li>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 </li></ul><ul><li>Use marcom langua...
Use various language techniques to make your copy more vibrant and effective  </li></ul>
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Marcom syllabus

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

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Marcom syllabus

  1. 1. Marcom Syllabus YEDA Marcom Program
  2. 2. Principles of Marketing <ul><li>Understanding how hi-tech products/services are marketed
  3. 3. Understanding positioning
  4. 4. Formulating a position and writing a position statement
  5. 5. From Positioning to Marcom: how the product position influences your marcom </li></ul>
  6. 6. Planning <ul><li>Formulating a Strategy
  7. 7. Understand how the needs and expectations of different types of buyers affect the marketing effort
  8. 8. Marketing Strategy and Tactics </li></ul><ul><li>Decide on the kind of marcom materials that would be appropriate for a particular market.
  9. 9. Draw up a marcom plan </li></ul>
  10. 10. Messages
  11. 11. Writing Effective Copy <ul><li>Recognize the connotations of words and the effect they have on the reader
  12. 12. Develop a group of verbal connotations that reinforce one another and convey a message </li></ul><ul><li>Use marcom language associated with hi-tech
  13. 13. Use various language techniques to make your copy more vibrant and effective </li></ul>
  14. 14. Writing a Brochure <ul><li>Understand the structure of a brochure.
  15. 15. Understand how to plan out a hi-tech product brochure.
  16. 16. Develop a concept for the brochure that conveys an overall message. </li></ul><ul><li>Write features and benefits sections. Understand the difference between a feature and a benefit.
  17. 17. Understand the relationship between graphic images, layout, and copy. </li></ul>
  18. 18. Writing a White Paper <ul><li>Understand and formulate the marcom objectives of a white paper.
  19. 19. Formulate a list of topics for a white paper.
  20. 20. Construct a well organized outline for a white paper. </li></ul><ul><li>Conduct effective research for writing a white paper.
  21. 21. Use the language and expression appropriate for a white paper.
  22. 22. Write an effective white paper on a particular issue. </li></ul>
  23. 23. Writing a Press Release <ul><li>Understand the structure of a press release
  24. 24. Write an effective press release </li></ul>
  25. 25. Corporate Brand <ul><li>Positioning a company
  26. 26. Company profile
  27. 27. Corporate Identity </li></ul><ul><li>Brand image
  28. 28. Company name, tag line, slogans </li></ul>
  29. 29. Trade Shows <ul><li>Understand why to enter a trade show
  30. 30. Understand how to decide which shows to enter
  31. 31. Understand how to run a successful exhibit </li></ul>
  32. 32. Writing for the WEB <ul><li>Understand the content that needs to be written for a hi-tech website
  33. 33. Write marcom material in the proper style for the website
  34. 34. Understand how to structure content on a hi-tech website </li></ul>
  35. 35. Social Media <ul><li>Social Media for Marketing
  36. 36. Formulating Objectives
  37. 37. Creating a Community </li></ul><ul><li>List Building
  38. 38. Distributing Content
  39. 39. Cultivating Relationships </li></ul>
  40. 40. Blogs and Articles <ul><li>Objectives
  41. 41. Format
  42. 42. Choosing topics
  43. 43. The art of crafting titles
  44. 44. Sustaining interest </li></ul><ul><li>Stories and Anecdotes
  45. 45. Customer profiles
  46. 46. Newsletters </li></ul>

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