Marketing Skills: Communications: Writing an Integrated Marketing Communications Plan

Course Overview

All elements of the marketing mix communicate - so they need to work together to deliver a consistent, compelling message. How do we achieve that mythical integration? By planning for it. We need to base the plan on research and sound objectives then build it creatively, communicate it internally and implement it responsibly.

We know marketing is fundamental to the success of our organisations - a well written marcoms plan contributes directly to performance.

The purpose of this course:

This course will help you plan integrated communications that deliver. Marcoms activities, whether above or below the line, cost time and money. This workshop will show you how a well-crafted marcoms plan that demonstrates exactly how each activity contributes, either directly or indirectly to the organisation's goals, ensures resources are used effectively.

Benefits for your organisation:

Organisations will benefit from a team member who has a firm understanding of the strengths of a range of marcoms techniques and how they can work together to best advantage. Attendees will also get a clear planning framework that can be used by all marketing teams within the organisation.

Benefits for you as an individual:

You will think about the communications environment you operate in and the research and analysis you need before you can plan effectively. You will practice setting objectives that give your plan direction and review a six stage framework for writing the document itself. You will learn about, or refresh your thinking on, a range of communications techniques and channels and consider how to measure the effectiveness of each one.

Audience

You may have specialised in one marcoms discipline and now need to take an overview. Perhaps you have moved to a management role and now need to create a first plan. Or maybe you have been planning marcoms for some time and simply want to reflect on your approach and gain some new ideas from case studies and discussion.

Skills Gained

You will learn how to:

• Conduct a marcoms audit
• Set communications objectives that can be measured
• Choose and blend marcoms techniques effectively
• Write an integrated, efficient plan that maximises resources and delivers competitive differentiation
• Use the plan as a working tool
• Critically review marcoms plans by examining a range of case examples from a number of industry sectors.

Course Outline

• Dissecting the marcoms technique portfolio - including traditional and new media, assisting you with what to do before writing a plan
• A six-stage framework for writing an integrated marcoms plan
• Explaining how to make a plan 'live', sharing and managing it internally and externally
• Using a variety of case examples to illustrate learning
• Includes a simple group case study to help embed learning and provide a 'worked example' to take away

Marketing Skills: Communications: Writing an Integrated Marketing Communications Plan / 1233