The document outlines the curriculum for a marketing communications (Marcom) program. The program covers principles of marketing, developing a marketing strategy and tactics, writing effective copy for brochures, white papers, press releases, and the web. It also covers corporate branding, trade shows, social media, blogs, articles, and newsletters. The goal is for students to understand how to develop and execute a Marcom plan for marketing hi-tech products and services using various channels.

1. Marcom Syllabus YEDA Marcom Program

3. Understanding positioning

4. Formulating a position and writing a position statement

5. From Positioning to Marcom: how the product position influences your marcom

7. Understand how the needs and expectations of different types of buyers affect the marketing effort

9. Draw up a marcom plan

10. Messages

13. Use various language techniques to make your copy more vibrant and effective

15. Understand how to plan out a hi-tech product brochure.

17. Understand the relationship between graphic images, layout, and copy.

19. Formulate a list of topics for a white paper.

21. Use the language and expression appropriate for a white paper.

22. Write an effective white paper on a particular issue.

24. Write an effective press release

26. Company profile

28. Company name, tag line, slogans

30. Understand how to decide which shows to enter

31. Understand how to run a successful exhibit

33. Write marcom material in the proper style for the website

34. Understand how to structure content on a hi-tech website

36. Formulating Objectives

38. Distributing Content

39. Cultivating Relationships

41. Format

42. Choosing topics

43. The art of crafting titles

45. Customer profiles

46. Newsletters