integrated marketing communications

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Integrated Marketing Communications

This workshop introduces and develops the communication concepts and tools available to companies for informing and persuading customers to buy their products and services. The emphasis in this course is on designing and implementing total communication programs using the best combination of communication vehicles available to achieve a company's objectives.

In addition to looking at advertising, we will examine the role of public relations, sales promotions, event marketing and sponsorships, direct marketing and personal selling.

Program Objectives:

This highly interactive course uses lectures, case studies and examples of advertisements and other communication activities to develop the process of integrated marketing communications (IMC) management. After attending this interactive workshop participants will be able to:

Define the domains that IMC covers (Advertising, Public Relations, Sales Promotions, direct marketing) and identify its role in the marketing process.
Understand the strengths and weaknesses of the different communication media.
Develop communication objectives as part of an overall marketing plan.
Choose the most appropriate communication medium to meet your communication objectives.
Identify opportunities for integrating the various tools.
Develop an agency brief.
Develop communication budgets
Measure the return on investment on communications.
Review of marketing practices that guide communications: targeting and segmenting; branding; positioning; and life cycle.
Developing communications plans, including setting measurable objectives and creating strategies; use of communications research.
Identify the Consumer's role in the IMC process..." it starts with consumers and ends with them".

Recommended Participants:

This training workshop will be of maximum benefit to anyone who is responsible for creating and/or executing marketing communication plans or supervising marketing communications activities. Participants may be brand managers, product managers, marketing and sales managers and representatives, communications managers, and advertising executives.

Duration: 2 Days.

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Tailored Courses Every open course can be tailored to the exact needs of your organization and run as an in-company training program.

"Extra-run" Courses The date of the course you are interested in already passed?

Fill out the Extra-Run Courses Form and send it to IMI and we will carry out an extra-run of the course as soon as a minimum number of participants request this course.

If you have any inquiries, please click here.