(Access for 4 months)
This online course covers the essentials of executing brand communications that all marketers need to know. By focusing on planning communications, which includes developing key messages and benefit statements, the importance of building effective brand guidelines, and understanding the role of marketing in building brand, this on-demand course provides a framework for effective execution of brand communications initiatives. This includes investment planning, selecting one’s marketing mix, and the importance of having an internal brand strategy. This course also addresses the challenges that brand communications initiatives face, and specifically discusses what to do (and what not to do) when managing a brand crisis.
This course is comprised of 1hr 10 mins of video instruction, online resources and a knowledge quiz. Learners earn a Certificate of Completion once all videos are viewed, and a score of over 75% on the quiz is obtained.
This course accounts for 2 CMA CPD Credits.
At the end of this course, learners will:
- Be able to develop key message and benefit statements
- Know what components to focus on when building or reviewing brand guidelines
- Execute on a brand communications plan by investing in a strategic and balanced marketing mix and implementing an internal brand strategy
- Understand how to address challenges to brand communications, including managing a brand crisis
Learners must have internet access and a video streaming device (computer, tablet or smart phone) to access the course material.
Topics covered in this course include:
- Key Messages & Benefit Statements
- Building Brand Guidelines
- Marketing's Role in Building Brand
- Planning your Communications Investment
- Selecting your Marketing Mix
- Internal Branding
- Challenges to Internal Branding
- Active Listening
- Managing a Brand Crisis
Wendy is a firm believer that, “if you’re not constantly learning, you’re falling behind” so she is happy to be an eternal student and teacher of marketing.
Wendy has enjoyed success on both client and agency side from large blue chip to small start-up companies, consumer and B2B – across a wide variety of brands including Bell Mobility, General Mills, American Express, InfoWorks, Scotiabank, Canadian Tire, United Way, Toyota, Honda, Moneris and GE Money. Currently Wendy is President of AM360, a marketing consulting company.
She’s dedicated her career to expanding her knowledge in a variety of marketing disciplines, always looking to blend the analytic and creative sides of marketing. She’s passed on her knowledge by authoring four CMA Certificate courses, including Advertising and Media, Marketing Math, Advanced Marketing and Integrated Branding. She has also been an active member of CMA’s Education Committee for over 10 years.
Experience has taught Wendy that marketing is part art, part science so she teaches how to be well-rounded in both aspects – with skills for enhancing both creative solutions and ROI.