Integrated Marketing Communications

Integrated Marketing Communications

This course focuses on the latest marketing communication practices, known as integrated marketing communications (IMC), featuring an overview of the major mediums, including broadcast, print, outdoor, point of purchase, direct mail, Internet, telemarketing, public relations, and promotion. The emphasis is on how to analyze and create an IMC program by using the latest value-based IMC concepts and measuring "return on communications investment." Through individual analysis and presentations, students learn how to apply core marketing principles by using the latest IMC methods and communications tools.

Successful marketers maximize their sales opportunities by using integrated marketing communications (IMC), which include advertising, personal selling, promotion, direct marketing, public relations, customer relationship management (CRM), and electronic media. In this course, you prepare an integrated marketing communications plan.

One key to a firm’s profitability is effectively communicating the benefits of its brands to customers. This course will help you develop and manage an effective marketing communication program that integrates multiple promotional channels.

Benefits of Attending

Attending this course will help you:

develop communication objectives based on a sound marketing strategy
design a multi-media campaign with desired impact
integrate electronic media with offline channels
evaluate marketing communication program effectiveness
enhance campaign quality
Course Content

The Canadian and international marketing communication industry
Component elements of a marketing communication program, including advertising, PR, sales promotions, direct and web marketing
The relationship between marketing, communications planning, implementation and customer behaviour
Managing an integrated marketing communications program
Planning, creating, developing and executing various types of advertising and marketing communication
Integrating and leveraging traditional channels with electronic media, including e-commerce and digital multimedia
Improving output quality and achieving synergies between offline and online marcoms
Analyzing and improving a specific marketing communication campaign

Integrated marketing communications (IMC) aims at combining, integrating and synergizing all relevant elements of an organization’s communication mix. Strategic integration of the various communication functions is what makes IMC a new outside-in approach to reaching both consumers and other stakeholders alike. IMC is different from other customer-centric processes �such as the concept of market orientation �in that its foundation is communication, and as such it is seen as a circular process rather than a linear (inside-out) one. The course is grounded in marketing theory and consumer psychology. It will focus on key constructs addressing issues such as marketing communications processess, consumer behaviour, marketing communication psychology, IMC mix, and principles of managing IMC.

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