Marketing Skills: Communications: Understanding Integrated Marketing Communications

Course Overview

To review what integration means in practice and offer a planning framework to help delegates achieve integration in their organisations.

Audience

Marketing managers and executives with a minimum of two years' general marketing experience, from any industry sector with responsibility for preparing or reviewing marketing communications plans. This course would not be well suited for those completely new to marketing communications.

Skills Gained

With employees who can produce a well-structured marketing communications plan that is integrated both horizontally and vertically your organisation will achieve maximum impact - cost-effectively.

Consolidate your knowledge of marcoms, challenge your current planning methods and critically examine many examples of best practice. You will leave re-energised and able to create a marketing communications plan that delivers its objectives.

Course Outline

• Undertake a marketing audit
• Analyse target markets and market segments
• Develop marcoms objectives that have a clear 'line of sight' to business objective
• Select the marcoms methods that best suit your audience and objectives
• Use a proven framework for writing a marketing communications plan
• Anticipate and manage implementation issues - internal and external
• Measure the success of your marcoms campaigns

This is a highly practical course. You will work through a case study during the three days and take part in a number of team exercises to broaden and deepen your knowledge of marcoms tools, best practice and the given planning framework. The course does not look in depth at marcoms strategy or theory.

Marketing Skills: Communications: Understanding Integrated Marketing Communications / 0110