Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

Description

In this course, you will :

• understand the most important issues when planning and evaluating marketing communications strategies and executions. 
• be able to combine relevant theories and models with practical information in order to make better marketing communications decisions
• After completing this course, you will be able to use integrated marketing communications (IMC) to build valuable brands and win customers.

Syllabus :

1. What is IMC? IMC Planning Background

• Recent Trends in the Market
• Understanding the Marketing Process
• Decisions Required for an Effective Communications Campaign
• Building Customer Based Brand Equity
• Brand Loyalty
• How to Run a Successful Marketing Communications Campaign?
• How to Choose a Marketing Communications Agency?
• Structure of an Advertising Agency
• What are the Main Skills Required to Work in an Advertising Agency?

 

2. IMC Planning Process

• Consumer Information Processing
• Steps of Effective Communications
• Communications Objectives
• Consumer Decision Making Process
• How Advertising Works – AIDA and Hierarchy of Effects Models
• Consumer Approach to the Buying Process: FCB Grid
• Determining Marketing Communications Budget
• Relationship Between Communications Budget & Sales
• How to Convince Senior Executives on the Marketing Communications Budget?

 

3. Advertising Management & Design

• Theoretical Approaches to Advertising Design
• Message Strategies I - Cognitive
• Message Strategies II – Affective & Conative
• Advertising Appeals I – Emotional, Fear, Humor
• Advertising Appeals II – Rationality, Sex, Scarcity
• Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative
• Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy
• Spokesperson Selection
• McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
• FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?

 

4. Marketing Communications Mix

• Sales Promotions
• Public Relations, Sponsorships & Cause Related Marketing
• Alternative Marketing
• Crisis Management
• Digital Marketing & Social Media
• What are the Latest Trends in Digital Marketing?
• Search Engine Optimization & Content Marketing
• Evaluation of an Integrated Marketing Communications Campaign

Show more