Half-day 1: basic principles and consumer behaviour
You explore the basic principles of effective marketing communication and the impact of consumer behaviour.
This page was translated from Dutch with AI.
Marketing communication
Your message needs to resonate with your audience, but finding the right words is difficult. In this in-company Marketing communication training, you learn to apply consumer psychology in persuasive messages and engaging content. The training consists of 2 half-days for 6 to 12 participants, in Dutch or English.
Do you recognise this?
The newsletter was sent this morning and you are looking at the figures for the third time. Few people click through and no one replies. Your team had worked on it for weeks, and it feels as if the message never arrived.
You look for what is wrong: the title, the tone, the timing. Meanwhile, doubt grows about whether you actually understand your target audience.
Marketing communication often seems more complex than it is. Perhaps you recognise this:
- it is difficult to formulate the right message that resonates with your audience;
- your marketing messages get little response from customers;
- your marketing team gets frustrated when messages do not work;
- you do not really know how to create engaging content that appeals to your target audience.
Messages that do not resonate can reduce confidence in your marketing strategy and slow down growth.
Why does your message remain without a response?
If a message does not resonate, we often adjust based on feeling: a different headline, a different colour, an extra message. That yields mixed results, and you do not know what worked and why.
That drains energy, in your team too. People who put a lot of work into content without seeing what it achieves become discouraged. You start to doubt your own instinct.
It does not have to stay that way. A message that resonates has a logic, and you can learn that logic.
How do you formulate a message that does resonate?
Persuasion starts with understanding how people choose. You can learn to apply that insight into consumer behaviour in your words and in your content.
Our coaches know how frustrating it is when good work gets no echo. In two half-days you explore the basic principles of effective marketing communication and the psychology behind consumer behaviour, and then you work in workshops on persuasive messages and engaging content.
You practise with practical exercises and simulations on real marketing campaigns. This way you build step by step towards the results below, with more certainty about what you write.
What you can do after the training
After the training you can:
- develop strategies for effective marketing communication;
- understand the psychology behind consumer behaviour and apply it in your messages;
- formulate persuasive marketing messages;
- create engaging content that appeals to and involves your target audience.
This is how we approach it
The training consists of 2 half-days, with practical exercises and case studies from practice.
Half-day 2: creating messages and content
In workshops you develop persuasive marketing messages and engaging content. With practical exercises and simulations you apply that in real marketing campaigns.
Afterwards you keep practising
Every training is extended in the THOC Learning Space, with learning materials such as a syllabus and videos. You also get an AI Coach that knows the lesson.
We work in an experience-oriented way: learning by doing, with practical exercises and real-life case studies with which you apply the concepts immediately.
Who gives this training
Any of our coaches can give this training. Are you a marketer, entrepreneur or professional and do you want to strengthen your marketing communication? Tell us what you need, and we will create a programme together.
Frequently asked questions
For marketers, entrepreneurs and professionals who want to strengthen their marketing communication, alone or with their team. We work with your own messages and campaigns.
The training consists of 2 half-days. The first is about the basic principles and consumer behaviour, the second about creating persuasive messages and content. We tailor the content to your request.
With six to twelve participants per group. This way there is room to practise with simulations and discuss each other's messages.
In Dutch or English. Let us know which language your team prefers, and we will take that into account in our proposal.
Every training is tailored, so we work with a quote after we have heard your request. Do you want to combine it with other skills? Then view our tailored training.
Practical details
- Format: In-company training
- Languages: English, Dutch
- Participants: 6 to 12