Marketing Communications Course

How to register:

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Session 1: Introduction – Understanding MARCOM in Israel

Tel Aviv: September 7
Jerusalem: September 9

You will learn:

  • Understanding the MARCOM business environment
  • From personal brand to small business and corporate marketing

Workshop: Defining Your Personal Project

 

Session 2: Developing the company’s or organization’s image

Tel Aviv: September 14
Jerusalem: September 16

You will learn:

  • Strategic Messaging
  • The Mission Statement
  • The Global Message

 

Session 3: Writing for Business

Tel Aviv: October 12
Jerusalem: September 23

You will learn:

  • The Marketing Brief
  • Company branding
  • Anatomy of a brochure
  • Writing brochures
  • Design concepts

Workshop: Brochure – the visuals

 

Session 4: Writing for Business (cont'd)

Tel Aviv: October 19
Jerusalem: September 30

You will learn:

  • Press releases & articles
  • Blogs & social media
  • Information marketing
  • Unique selling point and competitive analysis

 

Session 5: Writing for Business (cont'd)

Tel Aviv: October 26
Jerusalem: October 14

You will learn:

  • White papers & free content
  • Designing, outlining, and structuring white papers
  • Authoring and publicizing white papers
  • The needs and challenges of your market
  • Highlighting the emotional aspects of the problem
  • Providing real value in free content

Workshop: Producing an outline and first page of a free report

 

Session 6: Effective Graphics/Working with a Graphic Artist

Tel Aviv: November 2
Jerusalem: October 21

You will learn:

  • Working with agencies/freelancers
  • Understanding the software tools for web & print
  • Print layout
  • Web graphics

 

Session 7: Tools and Techniques of the Writing Process

Tel Aviv: November 9
Jerusalem: October 28

You will learn:

  • MS Word for business people and professionals
  • Editing

 

Session 8: Building and nurturing your professional network

Tel Aviv:  November 16
Jerusalem: November 4

You will learn:

  • What is networking really about
  • Mapping the network
  • Giving value
  • Paying forward and receiving
  • Networking in an automated digital age

Workshop: Networking practice

 

Session 9: Writing for Investor Relations and Corporate Communications

Tel Aviv: November 23
Jerusalem: November 11

You will learn:

  • Corporate backgrounder
  • Annual report
  • Corporate profile
  • Newsletters

 

Session 10: Developing a website

Tel Aviv: November 30
Jerusalem: November 18

You will learn:

  • The website plan
  • Building an information architecture
  • Search-friendly design
  • Content Management systems
  • Blogs & social media

Workshop: Planning a web site

 

Session 11: Web content & SEO

Tel Aviv: December 7
Jerusalem: November 25

You will learn:

  • Internet marketing models
  • Search engine marketing
  • Writing for people and spiders
  • Viral Marketing
  • Social media marketing
  • Web analytics
  • The value of clicks
  • Email marketing and auto-responders

Workshop: Keyword research and site map

 

Session 12: Public relations

Tel Aviv: December 14
Jerusalem: December 2

You will learn:

  • Public relations management
  • Blog marketing
  • Building the story
  • Identifying appropriate media
  • Working with an agency or handling in-house
  • Press release writing
  • Press kits

Workshop: Write a press release

 

Session 13: Presentations

Tel Aviv: December 21
Jerusalem: December 9

You will learn:

  • PowerPoint and the elements of effective presentations
  • Marketing presentations
  • Investor presentations

Workshop: Presenting your annual plan

 

Session 14: Writing for the Non-Profit Organization

Tel Aviv: December 28
Jerusalem: December 23

You will learn:

  • Grant Writing
  • Writing for fundraising

 

Session 15: Preparing for the Cross - Cultural Market

Tel Aviv: January 4
Jerusalem: December 30

You will learn:

  • Awareness of do’s and don’ts in a target markets

 

Session 16: Developing effective sales tools

Tel Aviv: January 11
Jerusalem: January 6

You will learn:

  • Coordinating Events
  • The show booth
  • Giveaways

 

Session 17: Marketing Yourself

Tel Aviv: January 18
Jerusalem: January 13

You will learn:

  • Defining your career goals
  • Finding your way in the marketplace: Facts you need to know before beginning to write copy
  • Project reviews and looking ahead
  • Future plans
  • Thinking in a team
  • Vertical and lateral thinking
  • Fleshing out your career timeline

Workshop: Brainstorming exercises