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.

Marketing’s role is frequently seen as reactive and tactical - more concerned with the delivery of leads and t-shirts, than with value. But Marketing has to deliver a real ROI to the company - ie real sales with real margin dollars. One of the ways it can do this is through the development of integrated communications campaigns. By defining corporative objectives, branding, positioning and values; market and competitive forces; and product strengths and weaknesses; and combining this with an intimate knowledge of the strengths of different communications tools & techniques, Marketing can devise integrated communications campaigns that achieve the measurable results at the lowest cost.

Program Content:

Defining corporative objectives, positioning, messaging and values
Articulating the brand proposition
Decoding market and competitive forces
Defining product strengths and weaknesses
Leveraging your role in the channel
Setting communications and campaign targets and stretch goals
Reviewing the strengths, weaknesses, cost, value & relevance of different marketing communications tools (learn about the pro’s and con’s of events, tradeshows, email campaigns, direct mail, media relations, advertising, white-papers, web sites, conferences, sponsorship, surveys, research, workshops, seminars, newsletters, etc.)

Techniques for planning integrated campaigns
Managing campaigns and keeping all stakeholders involved and informed
Tools for measuring value and return on investment for the company

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

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