Diploma in Communications Management

The Principles of Brand Building provides an introduction to the brand environment and the outline of the structure of branding. It is a strategy orientated course, with a core focus on the brand co-ordination part of the brand structure.

• Understanding the role of brands and their importance to business
• Analysing the changing role of branding from a transaction to a relationship to a community driven approach
• Applying the tools of brand building
• Assessing the process of brand building
• Developing a brand strategy
• Defining target markets
• Practicing market segmentation

Market Information Management takes a close look at the need for consumer and stakeholder insight in building brands. It builds on the foundation of the previous module by placing their input into information based brand development. This means it has a gentle introduction of market research as a means for the brand leaders to gather market thoughts about the brand and trends in the marketing environment.

• Collecting market information as a strategic imperative in launching and building brands
• Identifying and utilising information resources to meet objectives
• Monitoring marketing information flow, collecting and processing marketing data
• Appreciating the role of information in brand building
• Distinguishing between qualitative and quantitative information gathering
• Understanding and using external syndicated market research information
• An overview of specialised media research vehicles
• Practical communication of market research results to multiple stakeholders
• The application of research information to brand building
• Data mining, data tracking and open sourcing

This course has a strong communications focus, with a 360º understanding of communications practice, that is, communication is not only to the consumer, but to all stakeholders. A large part of this involves information gathering, its use and dissemination throughout the organisation. Thus the course has a strong emphasis on the internal planning/ business to business/ business within business component of the Vega brand learning structure.

• Understanding the role of communications in brand building
• Understanding the vital role of internal organisational communication in building brands
• Understanding the role of staff in brand communication
• Applying an understanding of intercultural communication to the contemporary South African context
• Managing internal business processes and staff involvement
• Managing conflict in the work environment
• Setting communication objectives
• Applying an understanding of verbal and non-verbal messages
• Working and communicating with different sized groups
• Predicting receiver responses
• Applying leadership skills
• Analysing a variety of contemporary communication using a variety of different communication theories