Measuring the Efficiency of Communication Channels


Vesna Kuzmanovic, 28-30.10.2015, M6 Educational Centre

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Overview of the seminar

The seminar offers a scientific view of the communication strategy of companies. Optimization of costs requires intelligent solutions for maximum effects on all taken actions, even those that are considered to be an investment. This seminar offers solutions for calculating the Return on Marketing Investment (ROMI) as well as ways to increase the effects of communication strategy in all phases.

Who Should Attend

Employees in marketing departments of companies, employees in departments of corporate communications, employees in the department of strategic planning, project managers in marketing, advertising and media agencies

How will you benefit?

· Determining the ways of setting SMART communication objectives
· Measuring the effectiveness of communication channels by measuring the primary KPI and ROMI
· Determining ways of optimizing communication strategy
· Awareness of the different research methods applicable in all individual phases of communication strategy

Day 1 (28.10.2015)

11:00 – 11:30 Registration

11:30 – 13:00 Module 1
A. Modern and innovative VS. classical communication channels
B. Setting SMART Communication Objectives
C. Interactive exercise

13:00 – 13:15 Coffee Break

13:15 – 14:45 Module 2
A. Basic tenets of Communicative Strategy
B. Calculation of ROMI
C. Interactive exercise

14:45 – 15:30 Lunch

15:30 – 17:00 Module 3
A. Increasing the efficiency of the communicative channels through feedback from the market
B. Research in the optimization of communications
C. Interactive exercise

Day 2 (30.10.2015)

11:00 – 11:30 Registration

11:30 – 13:00 Module 1
A. Research in individual stages of the communication strategy
B. Before and after tests
C. Interactive exercise

13:00 – 13:15 Coffee Break

13:15 – 14:45 Module 2
A. Research for each communication channel
B. Methods for measuring performance of different media (print, online, TV , radio , billboards , etc. )
C. Interactive exercise

14:45 – 15:30 Lunch

15:30 – 17:00 Module 3
A. How to organize a strategic workshop
B. Results translated into strategy
C. Interactive exercise

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Vesna Kuzmanovic
Ms. Kuzmanovic is the owner and Managing Director of STRATUM R&D. She has more than 15 years experience in the field of marketing and marketing research (experience in Idea Plus DDB, BBDO Ovation, founder and director of STRATUM Research, which in 2007 was bought by GFK).
She has served as Team leader in more than 100 Customer loyalty research projects in the FMCG and Service sectors, NGOs, Government, World bank, USAID, IFC etc. She also has great experience working with Fortune500 companies, multinational companies as well as local companies in all industries (FMCG, chemical, pharmaceutical, telecommunications, financial sector, tourism, etc.).
Ms. Kuzmanovic is Certified Psychologist, and MA in Psychology of Art and Communication. She holds an MBA from Sheffield University and she is a PhD student at the University of Belgrade in Innovation Management.
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