| Integrated Marketing Communications
Strategy |
Introduction
In today’s information filled world, marketers
have to communicate effectively and efficiently with
their target audience to grab and hold their attention.
In fact, marketing communications are perceived as
a core activity, central to strategic management and
thought in successful organisations.
Increasingly, due to media fragmentation, progressive
marketers are approaching advertising and promotion
from an "Integrated Marketing Communications
(IMC) perspective so that they can send cohesive messages
to their customers cost-effectively. This undoubtedly
calls for coordinating the various promotion mix elements
with other marketing activities (e.g sales promotion,
public relations, direct marketing etc) to achieve
synergy. Indeed, integrated marketing communications
focuses on the intersection and synthesis of marketing
communications with strategic marketing to meet the
overall business objectives.
Course Objective
Through the training course, participants are expected
to be able to perform the follows :
- managing marketing communications tools to attain
ultimate corporate objectives.
- strategically plan and manage all major marketing
communications task systematically.
- coordinating the various elements of marketing communications
to ensure consistency.
Who should attend
- Marketing people
- PR practitioners
- Advertising practitioners
- Corporate Communication & Public Affairs Executives
Methodology
- A mix of lecture, case study, exercise and group discussion
Course Outline
- Introduction to Integrated Marketing Communications
(IMC)
- The role of IMC in the Marketing Process
- Communication strategy on Source, Message and Channel
- Promotion Program : objectives setting and budgeting
- Creative Strategy Planning
- Creative Strategy Implementation
- Media Strategy and Planning
- Sales Promotion
- Public Relations
Duration : Three days programme
Medium of Instruction : Cantonese supplemented with
English
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Courses:
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| Strategic PR tools as offensive marketing
weapon! >>> |
| Basic Marketing for the Sales People
(I) >>> |
| Basic Marketing for the Sales People
(II) : >>> |
| Integrated Marketing Communications Strategy
>>> |
| Understanding Consumer Psychology to
Formulate Winning Marketing Strategies >>> |
| International Marketing Strategy >>> |
| Managing Customer Services for Excellence
>>> |
| Marketing for services and Non-profit
organizations >>> |
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