MCIE

1.1 Introduction

1.1.1 Key Features of a Marketing Communications Plan

1.1.2 Planning Models and Frameworks

1.1.3 Activity: Read

1.2 Preparing Information

1.3 Purpose and Objectives

1.3.1 Confirming Objectives with Your Client

1.3.2 Making Objectives SMART

1.3.3 Examples of Marketing Communication Objectives

1.3.4 Let's Do It! Set SMART Marketing Communication Objectives

1.4 Expectations

1.5 Budget

1.5.1 Factors That Determine Budget Allocation

1.5.2 Activity: Read

1.6 Timelines

1.7 Client and Product Information

1.7.1 Preparing to Meet Your Client

1.7.2 What Information to Collect

1.7.3 Confirming the Information

1.8 Research

1.8.1 Primary, Secondary and Informal Research

1.8.2 Structuring and Presenting Your Findings

1.8.3 Activity: Read

1.9 The Marketing Communications Mix

1.9.1 Marketing Communication Mix Options

1.9.2 Media Characteristics

1.9.3 Activity: Read

1.9.4 Activity: Research and Discuss

1.9.5 Consumption Habits

1.9.6 Activity: Watch

1.9.7 Media Styles versus Brand Character

1.9.8 Activity: Read

1.9.9 Evaluating Media Style Against Brand Character

1.9.10 Activity: Read

1.9.11 Activity: Read

1.9.12 Let's Talk! Where Does Your Audience Spend Their Time?

1.10 Advantages and Disadvantages of the Communications Mix

1.10.1 Activity: Read

1.11 Selecting the Right Communications Mix

1.11.1 Developing Selection Criteria

1.11.2 Matching the Mix to the Brief

1.11.3 Activity: Read

1.11.4 Aligning the Mix to Client Requirements

1.11.5 Let's Do It! Choose Your Communications Mix

1.12 Success Measures

1.12.1 Common Marketing KPIs

1.12.2 Social Media and Communication Measures

1.12.3 The Barcelona Principles

1.12.4 Channel-Specific Metrics

1.12.5 Activity: Read

1.12.6 Let's Talk! Measuring What Matters

1.13 Legal Requirements

1.13.1 Activity: Research and Discuss

Let's Review

Module #1 Quiz

Module #1 Conclusion

2.1 Preparing the Budget and Timeline

2.1.1 A Budget Development Procedure

2.1.2 Presenting the Budget Clearly

2.1.3 The Timeline Proposal

2.1.4 Activity: Read

2.1.5 Activity: Research and Discuss

2.1.6 Let's Do It! Build a Campaign Budget and Timeline

2.1.7 Let's Talk! Estimates, Overruns and Hidden Costs

2.2 Presenting the Plan

2.2.1 Tips for Presenting to the Client

2.2.2 Demonstrating Effective Communication Skills

2.2.3 Responding to Feedback

2.2.4 Let's Do It! Plan Your Pitch

2.2.5 Let's Talk! Presenting with Confidence

Let's Review

Module #2 Quiz

Module #2 Conclusion

Unit Structure

Module #1 Organic Social Media Marketing Strategy

1.1 What is Organic Social Media Marketing?

1.2 The Organic Social Media Marketing Opportunity

1.3 Social Media Algorithms and The Importance of Content

1.4 Similarities Between The Algorithms:

1.5 Advantages and Disadvantages of Organic Social Media Marketing

1.6 Identify your audience

1.7 Content Topics

1.8 Pillar Content Topics

1.9 Content Formats

1.10 Audience/Buyer Stages

1.11 Let's talk! Eat or Be Eaten?

1.12 Content Purpose

1.13 Content Sources

1.14 Platform Placements

1.15 Frequency and Schedule

1.16 Content Strategy Template and Example

1.17 Let’s Do It! What's your Strategy?

Let's Review

Module #1 Quiz

Module #1 Conclusion

Let's Assess - Assessment Task 1 - Built-in submission option (delete this lesson if using the integration option)

Let's Assess - Assessment Task 1 - Integration option (delete this lesson if using the built-in submission option)

NAT10904002 Assessment Task 1 Feedback

Let's Assess - Assessment Task 2 - Built-in submission option (delete this lesson if using the integration option)

Let's Assess - Assessment Task 2 - Integration option (delete this lesson if using the built-in submission option)

NAT10904002 Assessment Task 2 Feedback

NAT10904002 Plan, conduct and optimise organic social media marketing – Conclusion