Integrated Marketing Communications for Beginners

  

About this Course

A clear brand positioning is often the result of a set of effective integrated marketing communications (IMC) strategies. Over the years, IMC has caught the attention of marketers with increasing number of adopters from both MNCs and SMEs alike.

Integration has become an essential concept in marketing and communications especially with the rapid developments of new media and social media together with the improvements of traditional media.

With increased competition and costs, marketers are looking for ways to improve the overall cost-effectiveness of their marketing communications programmes by carefully evaluating, selecting and integrating appropriate communications tools to maximise their marketing budgets.

However, there are still misconceptions that IMC strategy is very costly and is beyond the reach and affordability of SMEs. Perhaps, this may be due to the old paradigm and lack of critical understanding of the IMC strategy.

This seminar/workshop aims to clarify the misconceptions of integrated marketing communications and provides participants with the fundamental conceptual understanding and applications of IMC strategy to achieve specific marketing and communications objectives more cost-effectively.

Objectives

Upon completion of this workshop, participants will be able to;

  • Be able to differentiate between “Advertising and Promotions” and “Integrated Marketing Communications” (IMC)
  • Have a clear understanding of the key concepts of IMC
  • Be able to explain the different types of IMC tools and their usefulness and limitations
  • Have a clear understanding of the importance of IMC strategies for brand building
  • Have the basic knowledge and skills in planning an IMC programme

Target Audience

  • Executives currently engaged in Marketing Communications; Marketing; Brand Management and Sales
  • Executives interested in pursuing a career in Integrated Marketing Communications, Brand Management or Entrepreneurship
  • Others who are interested to gain critical knowledge and insights into integared marketing communications concepts and practices

Duration

Two days

Curriculum

Welcome and Course Introduction

  • “Ice Breaker” Activities
  • Setting Expectations and Learning Outcomes
  • Introduction of “Advertising and Promotion” and “Integrated Marketing Communications” (IMC)
  • What Really is “Integrated Marketing Communications” (IMC) Versus “Marketing Communications” (MC)?
  • Common Misconception of Integrated Marketing Communications
  • Class Activities and Presentations

Understanding and Planning Sponsorship Marketing

  • Role of IMC In Marketing Planning and Brand Building
  • Key Concepts and Applications of IMC and Strategic IMC Strategies
  • Class Activities and Presentations
  • Introduction of Various Communication Media and Tools
  • Selecting the Right Types of Media and IMC Tools for Different Objectives
  • Integrating Above-The-Line and Below-The-Line Media and Tools
  • Class Activities and Presentations

Sponsorship Marketing Exercise

  • Review of Key Concepts and Applications of Integrated Marketing Communications
  • Planning an Integrated Marketing Communications (IMC) Programme
  • Outline Steps in IMC Planning; Strategy Development and Implementation
  • Class Activities and Presentations
  • Review Planning and Steps to Planning an Integrated Marketing Communications Programme
  • Developing a Proposal for an IMC Plan for a Product/Service
  • Class Activities and Presentations

Sponsorship Marketing Exercise Presentation and Feedbacks

  • Group Presentation on Proposed IMC Plan Outline
  • Feedbacks on Proposed IMC Plan Outline
  • Questions and Answers
  • Review Learning Outcomes and Reflections
  • Till We Meet Again!

Methodologies

A practical approach will be taken with 70% of the course on application and practical sessions with 30% on techniques and concepts.

Training comprises a combination of:

  • Visually stimulating sessions
  • Group activities and break up discussions
  • Real-life application activities
  • Practical worksheets
  • Useful checklists and systematic guidelines

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