Marcom Syllabus

YEDA Marcom Program

Principles of Marketing

Understanding how hi-tech products/services are marketed

Understanding positioning

Formulating a position and writing a position statement

From Positioning to Marcom: how the product position influences your marcom

Planning

Formulating a Strategy

Understand how the needs and expectations of different types of buyers affect the marketing effort

Marketing Strategy and Tactics

Decide on the kind of marcom materials that would be appropriate for a particular market.

Draw up a marcom plan

Messages

Writing Effective Copy

Recognize the connotations of words and the effect they have on the reader

Develop a group of verbal connotations that reinforce one another and convey a message

Use marcom language associated with hi-tech

Use various language techniques to make your copy more vibrant and effective

Writing a Brochure

Understand the structure of a brochure.

Understand how to plan out a hi-tech product brochure.

Develop a concept for the brochure that conveys an overall message.

Write features and benefits sections. Understand the difference between a feature and a benefit.

Understand the relationship between graphic images, layout, and copy.

Writing a White Paper

Understand and formulate the marcom objectives of a white paper.

Formulate a list of topics for a white paper.

Construct a well organized outline for a white paper.

Conduct effective research for writing a white paper.

Use the language and expression appropriate for a white paper.

Write an effective white paper on a particular issue.

Writing a Press Release

Understand the structure of a press release

Write an effective press release

Corporate Brand

Positioning a company

Company profile

Corporate Identity

Brand image

Company name, tag line, slogans

Trade Shows

Understand why to enter a trade show

Understand how to decide which shows to enter

Understand how to run a successful exhibit

Writing for the WEB

Understand the content that needs to be written for a hi-tech website

Write marcom material in the proper style for the website

Understand how to structure content on a hi-tech website

Social Media

Social Media for Marketing

Formulating Objectives

Creating a Community

List Building

Distributing Content

Cultivating Relationships

Blogs and Articles

Objectives

Format

Choosing topics

The art of crafting titles

Sustaining interest

Stories and Anecdotes

Customer profiles

Newsletters