MarCom- Marketing Communications
Course Starts: July 11, 2013
Day & Time: Monday/Thursday mornings 9:30 am – 12:30 p.m
Length: 10 weeks ; meeting twice a week, 20 sessions
Academic Hours: 80
Instructor: Dr. Mati Schwarcz of Yeda
Job Placement available.
Cost: 6,000 ₪ + 200 ₪ Non refundable Registration Fee.
Payment by Cash, Check or Credit Card. All fees must be paid up to one week before the course starts. If paying by Credit Card, tuition may be paid in installments of no less than 250 ₪ /mo for a maximum of 10 months. If paying by check, checks must be paid in advance and can be post dated until the course completion date. Cash – tuition must be paid in full before the course begins. (For exceptions please call our office)
The MarCom course trains students in the thinking, strategy, and writing techniques required to work in the fields of MarCom and/or Content Writing.
The course covers three areas required for success in MarCom:
MarCom: concepts of hi-tech marketing, positioning, branding, formulating messages, etc. Style, organization, and content of MarCom writing, organizing running trade shows, writing for the web.-10 lessons
Social Media: Social media as a marketing tool, Facebook, Twitter, Youtube, blogging, etc. -5 lessons
Technology: a broad understanding of computer operations, software development, programming, and data communication technology. Students learn to understand systems incorporating these technologies and to produce relevant documentation. -5 lessons
Lesson 1: Principles of Marketing Communications
This lesson teaches the basic concepts behind all marketing and introduces you to the basic ideas and way of thinking that you need to adopt to do successful MarCom.
Lesson 2: Hi-Tech Marketing
This lecture teaches the principles behind marketing a hi-tech product or service. We’ll look at the famous “technology adoption model” which is a both an explanation of how hi-tech products “catch on” as well as a prescriptive model for strategic marketing. We’ll eventually use the principles learned in this lecture to plan and write our MarCom materials.
Lesson 3: Developing a MarCom Document
In this lesson we look at how to develop messages that we will use in our MarCom copy. We’ll be integrating some of the principles that we learned in Lessons 1 and 2 here as well, as guides for developing different messages for different audiences.
Lesson 4: Writing Effective Copy
This lesson teaches the principles and techniques of writing strong, effective MarCom copy. We’ll now use the messages that we developed in the last lesson to write copy that motivates or influences the reader in some way.
Lesson 5: Brochures
Brochures are often used to motivate prospects to learn more about a product. This lesson teaches how to develop a brochure, from concept all the way to layout and design. We’ll learn how to research the material for the brochure and to write the copy.
Lesson 6: White Papers
This lesson teaches how to research and write white papers. White papers are an important part of hi-tech MarCom. They address issues that relate to technological or financial issues that pertain to a company’s product or service, and by doing so, they try to influence the way a potential prospect evaluates the product or service.
Lesson 7: Writing and Distributing Press Releases
This lesson teaches how to write a press release and distribute it.
Lesson 8: Corporate Identity
To effectively market their products and services, companies need to create an image of themselves. The creation of a “corporate identity” is not merely for the outside world – in fact, it begins with creating an image, an “ethos” that employees and company executives can identify with. The company can then begin to promote the image to the outside world of clients and prospects as well.
This lesson looks at different aspects of corporate identity, company image, and the means by which these are enhanced and promoted.
Lesson 9: Trade Shows
An important MarCom activity is exhibiting the company’s products at trade shows. Trade shows are important for both promoting the company’s image, as well as garnering leads for marketing and sales.
This lesson teaches how to evaluate the appropriateness of entering a product in a trade show, how to decide on which shows to enter, booth design, and trade show activity including PR.
Lesson 10: Writing for the Web
Websites are probably the most important item in a company’s marketing communications. A website is a relatively inexpensive way to share information, promote the company’s image, and establish a connection with customers and potential clients.
This lesson teaches how to write marketing copy that is appropriate for the web and how to organize websites so that the copy is easy to find and makes the right impression.
Social Media has become an important part of MarCom activity. This includes setting up corporate Facebook pages and Twitter, as well as writing blogs, newsletters, and other communication formats.
Lesson 1: Principles of Social Media
Growth of Social Media as a marketing tool; general principles and strategies. Survey of social media venues.
Lesson 2: Twitter
What is Twitter? Developing a Twitter strategy. Using Twitter: the mechanics. Activity and Content. Evaluating the success of Twitter activity.
Lesson 3: Facebook
Setting up a corporate Facebook page. Mechanics of using Facebook. Activity and Content. Tools for evaluating the success of the Facebook page.
Lesson 4: Blogging
Setting up a WordPress page. Mechanics of adding content and maintaining WP site. Style and content of blogs. Evaluating the success of blogging activity.
Lesson 5: Principles of SEO and promotion of content on the web
What is SEO; mechanics of SEO. How SEO affects MarCom copy. Writing for SEO. Promoting content on the web. Using evaluation tools.
The technology module teaches an understanding of three core technologies on which most hi-tech systems are based: digital computers, software, and data communications. The course takes the student from the logic behind computers, through Assembler programming concepts, higher level languages, software development, communication concepts, the development of data communication, standards and protocols, and current data communication issues and technologies
Lesson 1: Computers and Digital Processing
This lecture introduces students to the concepts on which modern computing is based: logic, binary arithmetic, and the basic components and functions of today’s computers.
Lesson 2: Computer Architecture and Technical Documentation
This lecture takes a more detailed look at the electronic circuitry of the computer and how this allows the computer to process programs and data. We’ll be looking at Assembler programming, as well as how to write about such things as microprocessors and instruction sets.
Lesson 3: Principles of Software Technology
By themselves, computers cannot do much – they need a set of instructions to carry out the many complicated tasks for which they are capable. These instructions are called “software programs” and this lesson introduces students to the principles of software and its creation. Along the way we’ll learn about algorithms, programming languages, how to read a program, and a number of terms and concepts that students need to know when you come to write about software.
Lesson 4: Software and Documentation
This lesson continues to expand the students’ understanding of software as well as teaching how to write standard documentation for software engineers and programmers.
Lesson 5: Data Communications
This lesson deals with technologies that enable sending and receiving large quantities of information. We’ll start by looking at the conceptual basis of modern communication; we’ll then be able to use our conceptual framework to understand specific technologies that are prevalent in data communications today.
Batya B. Jerusalem
The course exceeded my expectations. The lectures and practical exercises were thorough and easy to follow. Mati is a great teacher who shows dedication to the success of his students.
David J. , Elad
” I graduated the Technical Communication course, taught by Dr Mati Schwarcz at Lander College. This course does far more than train you in technical writing, marcom, and social media. It equips you with all the theoretical and practical aptitudes and skills you need to be able to work in many different contexts and locations. Mati will personally help you develop your competencies through the project and coursework. Mati puts a great emphasis on developing and helping his students - he personally sat with me and set up two WordPress blogs for me.”
Benjy S., Jerusalem
Dr. Mati Schwarcz, has trained people from all walks of life to express themselves in clear, powerful writing, and to use that ability to achieve their professional and personal goals. Over the course of its long history, the school, founded in 1993 in Tel Aviv, as the YEDA Center for Technical Communications, has probably produced more technical writers, MarCom managers, and copy writers, than any other school, college, or university.