The aim of this course is to provide insight into the many issues facing those seeking to operate effectively in branding and marketing.
The limited time available to cover the diverse range of topics will mean that some issues will be merely touched upon or otherwise treated only briefly, providing you with the vocabulary to continue your studies in areas of interest after the end of the course.
Session 1: Brand Identity
(Tuesday 10 November 2020)
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Understanding brand identity and its critical role in facilitating business growth
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Brand values and how they affect written, spoken, and visual communication
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Brand voice: what it is and how it acts as a vital differentiator
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Resources and their implications for brand identity
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Building a brand based on the above considerations
Session 2: Creating Physical and Digital Marketing Presences
(Thursday 12 November 2020)
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Websites
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Types of marketing website
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Agreeing the website that is best suited your business (e.g. products, services, agencies, advertising)
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Website templates & tools (if you wish to do it yourself)
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Working with designers / web developers
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Starting small but being scalable
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Content
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Content Marketing: what it is and how it works
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Types of content (e.g. blogs, newsletters, videos, social media posts)
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The publisher mindset and the power frequency
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How to build content libraries
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Copyright and GDPR (the EU General Data Protection Regulation)
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The entrepreneur who is the content (personality marketing)
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Communication Channels
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The channels that are available and the kind of results they can deliver
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Discovering the channel where the majority of your audience resides
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Managing one channel well as opposed to managing several channels poorly
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The connection between communication channels and brand identity/brand voice
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Skills, Resources & Automation
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Writing skills, production skills and design skills
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Specific skills budding that marketeers should consider developing
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Digital time management and automation
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Developing in-house resources
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Working with external experts and contractors
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Session 3: Generating Awareness & Converting Market Interest into Sales
(Tuesday 17 November 2020)
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Search Engine Optimisation (SEO)
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Paid Advertising including Google, Twitter, Linkedin, and Instagram
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Influencer marketing
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Publishing frequency
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Perceived high-value offers to encourage sign-ups
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Webinars
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Free consultations and calls
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Support tools i.e. booking calendars, chatbots
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Sales conversions
Session 4: Measuring Results to Enhance Business Success
(Thursday 19 November 2020)
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Defining the right metrics for you
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Traditional marketing campaign metrics
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Website measurement tools
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Social Media measurements
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Video measurements
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Harnessing your metrics for better branding and marketing
Dates, Times and Delivery
The Branding and Marketing (Online) course will run over two weeks, from 10 - 19 November 2020, with online sessions delivered at 11:30 – 13:00 (UK time) on Tuesdays and Thursdays.
Each session will be two hours.
These live video sessions will be held at 11:30 – 13:00 (UK time) on:
- Tuesday 10 and 17 November
- Thursday 12 and 19 November
A world clock, and time zone converter can be found here: https://bit.ly/3bSPu6D
No attendance at Oxford is required and you do not need to purchase any software.