Diploma in Communications Management

With the insight gained into the context of brand communication planning, this module will investigate and apply the function of strategy development. The objective is to gain both an understanding of and an ability to undertake planning. This section of the course is therefore process driven and will enable students to develop fully-fledged brand communication plans.

• The brand communications industry: status, role play and expectations
• Assessing the brand communications situation
• Setting brand communication objectives
• Identifying and profiling target audiences
• Developing a brand positioning statement
• Understanding and using various promotional tools to achieve objectives and build the brand
• Understanding the value of integrated marketing communications in the context of integrated brand contact management
• Understanding and using new channels for brand communication
• Understanding the role of creative work in the brand communication process
• Assessing creative work
• Understanding the role and scope of the media plan
• Understanding the measures of assessing brand communication effectiveness

Now that the brand has been firmly established in the students mind, media selection, segmentation and brand experience management is reviewed. The course builds on conventional media planning, incorporates new media and facilitates 360º branding through the medium of the organisation itself. The course moves from the internal forums of communications of first year and develops on the promotional toolbox of Module 4 to communicating with the public at large. Hence the course enters the public action sphere of the Vega brand learning structure.

• Understanding and managing media, both traditional and new
• Interpreting media briefs and strategies
• Using media planning guidelines
• Conducting media research
• Calculating media commission
• Understanding of above the line media types
• Developing of an effective media plan
• Applying an understanding of above, below and before the line media types
• Experiential branding
• Understanding the media industry

PR is a fundamental tool in the brand builder’s kit. Through PR we build brand credibility and relationships that will endure. Moreover, the social issues embedded in emerging markets call for greater Corporate Social Responsibility and PR is perhaps the best tool to communicate brand values around community, leading to the ‘ubuntu’ concept of marketing for Africa. This course is an introduction to all of these facets.

• Understanding the role of PR in total brand management
• Understanding the heightened need for PR
• Planning a brand building public relations programme
• Executing a brand building public relations programme
• Assessing a brand building public relations programme
• Understanding the role of Corporate Social Responsibility, Corporate Social Investment and branding
• Planning a strategy that takes cognisance of all audiences