Introduction

The Marketing & Brand Communication Course is designed to equip learners with the knowledge, skills, and practical tools needed to build, manage, and communicate a brand effectively. The course covers the core principles of marketing strategy, brand positioning, consumer behavior, and integrated communication channels. Participants will gain hands-on experience in developing marketing campaigns, crafting brand messages, and using both traditional and digital platforms to engage audiences.

With a focus on real-world applications and case studies from local and global brands, the course empowers learners to connect creative ideas with strategic objectives, ensuring that brand communication resonates with target audiences. By the end of the course, trainees will be capable of designing coherent marketing strategies that enhance brand visibility, loyalty, and market impact.

Trainee Requirements & Prerequisites

●      Basic understanding of business concepts and familiarity with general marketing terminology is recommended but not mandatory.

●      Strong interest in marketing, branding, and consumer engagement.

●      Basic digital literacy, including use of computers, internet, and common software tools.

●      Ability to work collaboratively in teams and participate in discussions and practical exercises.

●      Commitment to attend all sessions, complete assignments, and engage in case studies and group projects.

Overall Learning Outcomes

By the end of this Course, learners will be able to:

●      Understand and explain the core principles of marketing and brand management.

●      Develop strategic marketing plans that align with business objectives and target audiences.

●      Analyze consumer behavior and market trends to inform brand communication strategies.

●      Craft compelling brand messages for multiple channels, including digital, social, and traditional media.

●      Apply creative and analytical skills to design, implement, and evaluate marketing campaigns.

●      Collaborate effectively in teams to execute brand communication projects.

●      Evaluate marketing performance using key metrics to refine strategies and maximize impact.

Training Delivery

●     Interactive workshops combining theory with practical exercises in marketing strategy, branding, and communication.

●     Case studies and group discussions to analyze successful campaigns and extract best practices.

●     Hands-on projects where learners develop marketing plans, campaigns, and brand communication strategies.

●     Digital simulations and exercises to practice marketing analytics and campaign optimization.

●     Peer review sessions and instructor feedback to enhance learning and creativity.

●     Mentorship support from marketing professionals to guide project execution and strategy development.

Tools & Equipment

●     Computers/Laptops: For research, digital marketing, and project work.

●     Internet Access: Essential for online research, social media, and digital marketing tools.

●     Presentation Software: PowerPoint, Google Slides, or Canva for campaign presentations.

●     Marketing & Analytics Tools: Google Analytics, social media platforms (Facebook, Instagram, LinkedIn), and email marketing tools (Mailchimp, Sendinblue).

●     Collaboration Platforms: Google Workspace, Microsoft Teams, or Slack for group projects and communication.

●     Optional Creative Tools: Canva, Adobe Creative Cloud (Photoshop, Illustrator) for visual content creation.

●     Optional Tools: AI-based creative tools (Runway, Pika, ChatGPT) for ideation, pre-visualization, and editing support.

Training Subject Areas

Introduction to Marketing & Branding (MB-101)

This module introduces learners to the foundational principles of marketing and brand management. Trainees will explore the evolution of modern marketing, the components of the marketing mix (product, price, place, promotion), and the concept of purpose-driven brands that connect meaningfully with their audiences. Through case studies and examples from local and global brands, learners will understand how marketing strategies influence consumer perception and behavior. By the end of the module, participants will be able to explain key marketing concepts and identify how brands differentiate themselves in competitive markets.

Consumer Insight & Behavior (MB-102)

This module equips learners with the skills to understand and analyze audiences effectively. Trainees will explore consumer segmentation, buyer psychology, and decision-making processes to uncover insights that drive marketing strategies. The module emphasizes how cultural, social, and economic factors influence consumer behavior, with examples from both Ethiopian and global markets. By the end of the module, participants will be able to identify target audiences, interpret consumer motivations, and apply insights to develop impactful brand communication strategies.

Brand Identity & Positioning (MB-103)

This module focuses on building a strong and coherent brand identity. Trainees will learn how to define a brand’s purpose, core values, personality, and positioning in the market. The module covers techniques for differentiating brands from competitors and creating a unique value proposition that resonates with target audiences. Through practical exercises and case studies, learners will gain the skills to craft compelling brand identities that communicate meaningfully and consistently across all touchpoints. By the end of the module, participants will be able to articulate a brand’s identity and strategic position clearly and effectively.

Storytelling for Brands (MB-104)

This module teaches learners how to transform brand strategies into engaging and emotionally resonant narratives. Trainees will explore techniques for crafting stories that convey brand values, connect with audiences, and drive engagement across multiple channels. The module emphasizes the role of narrative in building trust, loyalty, and brand recall, using examples from both local and global campaigns. By the end of the module, participants will be able to create brand stories that align with strategic objectives and resonate deeply with target audiences.

Creative Brief Development (MB-105)

This module guides learners in translating marketing strategy into clear and actionable creative direction. Trainees will learn how to develop concise creative briefs that communicate campaign objectives, target audiences, key messages, tone, and execution guidelines to creative teams. The module emphasizes clarity, alignment with brand strategy, and ensuring that creative outputs meet business goals. By the end of the module, participants will be able to produce effective creative briefs that serve as a roadmap for successful marketing campaigns.

Campaign Ideation & Concepting (MB-106)

This module focuses on generating and refining creative ideas for marketing campaigns. Trainees will learn techniques for brainstorming, developing “big ideas,” and testing concepts to ensure they resonate with target audiences. The module emphasizes the balance between creativity and strategic alignment, helping learners translate insights and brand objectives into innovative campaign concepts. By the end of the module, participants will be able to develop and present compelling campaign ideas ready for execution.

Integrated Communication Channels (MB-107)

This module introduces learners to the different channels of brand communication and how to integrate them effectively. Trainees will explore Above-The-Line (ATL), Below-The-Line (BTL), Public Relations (PR), and experiential marketing strategies to create cohesive campaigns. The module emphasizes planning and coordinating multi-channel efforts to ensure consistent messaging, maximize audience reach, and enhance brand impact. By the end of the module, participants will be able to design integrated communication strategies that leverage multiple channels to achieve marketing objectives.

Midterm Project Presentation (MB-108)

This module provides trainees with an opportunity to present the first half of their campaign projects for review and feedback. Learners will showcase their initial campaign concepts, creative ideas, target audience insights, and proposed communication strategies. The session emphasizes constructive critique, peer learning, and alignment with brand objectives. By the end of the module, participants will have refined their campaign concepts based on mentor and peer feedback, preparing them for full campaign development in the second half of the course.

Media Planning & Budgeting (MB-109)

This module teaches learners how to select appropriate communication channels, define audience targeting, and schedule campaigns for maximum impact. Trainees will also learn to create realistic media plans with budget allocation, balancing reach, frequency, and cost efficiency. The module emphasizes strategic decision-making to ensure campaigns deliver measurable results while staying within budget. By the end of the module, participants will be able to design comprehensive media plans that align with marketing objectives and optimize resources effectively.

Campaign Execution (MB-110)

This module focuses on managing the implementation phase of marketing campaigns. Trainees will learn how to oversee timelines, coordinate team collaboration, and ensure smooth production workflows. The module includes a simulation of the end-to-end campaign process, from creative development to client approvals and media deployment, allowing learners to experience real-world interactions and decision-making. By the end of the module, participants will be able to manage campaign execution efficiently while maintaining quality, consistency, and alignment with strategic objectives.

Evaluation & ROI (MB-111)

This module equips learners with the tools to measure and analyze the effectiveness of marketing campaigns. Trainees will explore key marketing metrics, KPIs, and methods for tracking brand health and campaign performance. The module includes a hands-on workshop where learners evaluate real or simulated campaigns, interpret results, and identify areas for improvement. By the end of the module, participants will be able to assess campaign outcomes, calculate ROI, and make data-driven recommendations to optimize future marketing efforts.

PR & Activation (MB-112)

This module explores how public relations, events, sponsorships, and influencer collaborations can be leveraged to enhance brand presence and engagement. Trainees will learn to design creative brand activation ideas that connect meaningfully with target audiences and reinforce brand messaging. Through practical exercises and case studies, learners will understand the role of experiential and promotional activities in integrated marketing campaigns. By the end of the module, participants will be able to conceptualize and plan brand activations that drive awareness, engagement, and loyalty.

Digital Integration (MB-113)

This module focuses on aligning digital and traditional marketing efforts to create cohesive, cross-channel campaigns. Trainees will learn how to integrate offline strategies with online platforms including social media, email, and web content to maximize reach and engagement. The module includes practical exercises in cross-channel planning, emphasizing consistency in messaging, timing, and audience targeting. By the end of the module, participants will be able to design integrated campaigns that seamlessly connect digital and offline touchpoints for stronger brand impact.

Crisis & Reputation Management (MB-114)

This module prepares learners to handle brand challenges and communication crises effectively. Trainees will explore strategies for proactive and reactive crisis management, including maintaining transparency, protecting brand reputation, and managing stakeholder communication. The module includes a case simulation where learners respond to a hypothetical crisis, allowing them to practice decision-making, messaging, and mitigation strategies in a controlled environment. By the end of the module, participants will be able to develop and implement communication plans that protect and strengthen brand reputation under pressure.

Entrepreneurship (MB-115)

This module introduces trainees to the entrepreneurial mindset and how it applies within the marketing and branding landscape. Learners will explore how creative professionals can identify opportunities, build sustainable brand ventures, and develop marketing strategies that drive business growth. The module emphasizes innovation, strategic thinking, and resourceful execution — essential traits for aspiring brand founders, freelancers, or marketing leaders.

Final Showcase (MB-116)

This module concludes the course with a public presentation of learners’ completed capstone campaigns. Trainees will present their full brand campaigns to a panel of instructors, industry professionals, and peers. The session includes jury evaluation, constructive feedback, and Q&A, providing learners with insights on strengths, areas for improvement, and professional presentation skills. By the end of the module, participants will have demonstrated their ability to develop and execute comprehensive marketing campaigns, readying them for real-world application.

Assessment Methods:

Assessments will include a combination of methods, where trainees submit exercises for evaluation to receive feedback or qualification.

●     Reading and implementation exercises.

●     Quizzes: formal and informal pop-up quizzes to gauge knowledge acquisition.

●     Case studies: real-world marketing scenarios with proposed solutions and

strategies presented by students.

●     Assignments: individual take-home or in-class practical assignments to solidify understanding and develop campaign strategies.

●     Group projects: challenging students to develop digital marketing campaigns for a specific brand or product, enabling application and collaboration.

●     Periodic assessments: through the Zeleman Academy assessment module to measure trainee comprehension and qualify them for certification.

●     Follow-ups and feedback will be the main aspects to help trainees improve their understanding.

●     Final short film project with group presentation.

Certification Requirements:

●      At least 90% attendance.

●      Completion of all assignments.

●      Final project submission and screening.

Reference Resources

Books & Texts:

●     Principles of Marketing – Philip Kotler & Gary Armstrong

●     Building Strong Brands – David A. Aaker

●     Brand Storytelling – Miri Rodriguez

●     Contagious: How to Build Word of Mouth in the Digital Age – Jonah Berger

●     Marketing Communications: Integrating Offline and Online with Social Media – Paul Russell Smith

Online Tutorials & Courses:

●     Selected YouTube tutorials on digital marketing, brand strategy, and integrated communications

●     Online resources for social media marketing, campaign planning, and consumer insights

Case Studies & Industry Examples:

●     Local and global brand campaigns for analysis

●     Marketing campaigns from various sectors, including FMCG, tech, and service industries

Software Guides & Tools:

●     Social media management tools (Hootsuite, Buffer)

●     Analytics and marketing tracking platforms (Google Analytics, Meta Business Suite)

Additional Materials:

●     Trainer-provided PDFs, templates, and guides

●     Campaign briefs and exercises for hands-on application