BRANDING AND COMMUNICATION FOR COMPETITIVENESS Fiche ARTCADEMY

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Titolo: BRANDING AND COMMUNICATION FOR COMPETITIVENESS

Parole chiave: Branding, communication, commercial direction, public relations, advertising, marketing

Autore: UMA

Lingue: English

Descrivi te stesso: Io sono

Un imprenditore che gestisce una micro impresa / un’impresa artigianale
Un dipendente in una micro impresa / in un’impresa artigianale
Un individuo che desidera diventare un imprenditore che gestisce una micro impresa / un’impresa artigianale
Interessato ad esplorare le possibilità di avviare una microimpresa / un’impresa artigianale
Insegnante/ Trainer/ Fornitore
altro: per favore, descrivi che altro ruolo ricopri o quali sono i tuoi interessi

CONTENUTI E MATERIALE PER LA BIZ-TRAINING

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STRUTTURA DELL'ARTCademy OER PLATFORM

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Obiettivi/finalità:

1. Knowing the importance of marketing and communication in the company.

2. Knowing how to differentiate concepts related to brand management.

3. Differentiating between communication and marketing functionalities.

4. Focusing on the elements of business management, advertising, public relations and marketing.

Descrizione:

Branding and communication in a company is of the most importance, since the achievement of economic benefits depends on them directly and indirectly. So much for a company that has just been born as a company consolidated in the market they have to take care of these aspects.
The goal of every company is the achievement of economic capital, but to achieve this, it is important to invest in capital imagevision. Communication and marketing are essential for any ART-microenterprise, to a greater or lesser extent. Before embarking on investing in advertising, commercial communication or public relations, we must know what they are for and how they can help us to become more competitive companies.

Within this brand management, we have to have clear concepts such as image, identity and reputation. They are commonly confused. Although they are related concepts, they have different meanings. Within the commercial communication, we can highlight four very useful elements to improve the results of small businesses, such as business management, public relations, advertising and marketing.

Thanks to these elements we can position the Art&Craft mircroenterprises in an attractive place for our current or potential clients. With the use of these four elements we can greatly improve the economic benefits in the short, medium and long term. When we dedicate a budget of Art&Craft mircroenterprises in commercial management, advertising, marketing or public relations we are not making an expense; we are investing in improving the image of the company to get more benefits.

The commercial direction is decisive in many companies, since it manages to approach the client and offer them the products, which would otherwise be impossible to find. Advertising is a way to teach the product characteristics to customers and thus produce the need for purchase. Public relations try to improve the image of the company through tools such as the organization of events, among others.

Finally, marketing with its elements helps us position ourselves in the market to reach our customers, using the policies properly, called 4P: product, price, point of sale and promotion.

Course contents:

Branding for Art&Craft microenterprises

Image, identity and reputation

Image, identity and reputation

Commercial Communication for Art&Craft microenterprises

Commercial Direction

Commercial Direction

Public Relations

Advertising

Introduction to Marketing

Mettiti alla prova:

Test di fine corso

Bibliografia

Fombrun, Ch. (1997). Reputation, Realizing Value form Corporate Image, Harvard Business School Press.
FOMBRUM, C.J. y VAN RIEL, C.B. (2003): Fame and Fortune. How Successful Companies Build Winning Reputations, FT Prentice Hall.
https://www.ziprecruiter.com/e/What-Is-the-Difference-Between-a-Commercial-Director-and-a-Sales-Director
https://blog.hubspot.com/marketing/public-relations-definition
https://www.antevenio.com/blog/2015/04/tipos-de-soportes-publicitarios-digitales/
https://www.marketingdirecto.com/marketing-general/tendencias/%C2%BFconoce-las-4ps-del-marketing
https://www.cyberclick.es/en/marketing
Kotler, P. (2018). Principles of Marketing, Global Edition
https://economictimes.indiatimes.com/definition/advertising

Materiale correlato:
2.2_artcademy_branding_and_communication_for_competitiveness_l2_intermediate_en_uma.docx

PPT della Scheda Formativa:
2.2_artcademy_course_branding_and_communication_for_competitiveness_intermediate_en_uma.pptx