The purpose of this workbook is to assist you in understanding the role of marketing communications (MarCom) and to help you plan your strategic MarCom approach.

Download and use this workbook to:

  • Understand and formulate your MarCom objectives.
  • Determine key elements of your MarCom strategy (target audience, key messages, choice of media).
  • Understand the role of key opinion leaders and learn how to target and work with them.
  • Build a MarCom strategy execution plan for your small business.


MaRS workbooks are comprised of two elementsthe workbook guide, which contains instructions, examples and activities, and the workbook template, in which you can write your responses. You can personalize the workbook template by adding your company name and logo.


Marketing communications

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Marketing communications workbook template

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