At the course, you will find out the central figure of today’s marketing communications and key to the success of marketing communication. The course programme will help change the attitude to marketing communication and consumer response to it. Having graduated from the course, you will have the knowledge and practical skills of managing and planning marketing communication that will help achieve the desired change in consumer behaviour.
The course is designed for marketing leaders and managers, strategic planners of marketing communication agencies, project directors and project leaders, heads of media advertising sales, PR specialists of the public sector.
In cooperation with The Atomic Garden, KOG institute is organizing the first ever joint course – basics of media planning.
The training focuses on the practical aspects of planning and implementing advertising campaigns in mass media (TV, radio, press and others) and digital media (banners, social networks and videos). Participants will gain basic knowledge and learn to choose the most suitable strategy and media mix depending on the goals of the brand and the advertising campaign.
The training will be based on a wide range of data sources: global sources (WARC, IPA, CMI); data sources of The Baltic states (Kantar TNS, Gemius); KOG Institute data sources (media research, advertising effectiveness research database); Econometric modeling data of Inspired UM.