About the Course

This 5-day interactive Integrated Marketing Communications training course aims to introduce the evolution of the promotion function into a holistic, comprehensive Integrated Marketing Communications (IMC) strategy, reflecting a paradigm shift in communications concepts. It relates the IMC to marketing strategy and consumer behavior as the cornerstones of the communication strategy, emphasizing the tactical aspects of IMC, including message creation, structure and optimisation of the communication mix, and assessing the strategy's success.

It provides an overview of promotional tools, their pros and cons, and the objectives for which they can be used. Digital marketing and the new gamification concept will be highlighted as relevant and latest trends in marketing communications. Delegates should understand the relation between the consumer decision-making process and the relevant consumer's psychological processes and how this will reflect in different communication strategies or communication mix, in addition to an introduction of communication models that explain consumer response to the variety of messages created by marketers. Moreover, it introduces advertisement appeals, execution techniques, budget allocation, and measurement. Special emphasis is given to evaluating web pages, social media posts, and public relations campaigns and using attribution models to create the ultimate digital communication mix.

Core Objectives

The delegates will achieve the following objectives:

• Define the concept of integrated marketing communications
• Identify the communication tools and relate them to communication objectives
• Correlate the communication tools to the consumer decision-making process 
• Design an optimised communication mix
• Acquire how to articulate a persuasive message 
• Evaluate the communication strategy 

Training Approach

This training course is founded on activity-based learning, including breakout-room group activities, discussion of video case studies, and relevant advertisements. Delegates are also requested to photograph relevant ads to illustrate marketers' attempts to grab customers' attention (in this particular assignment, delegates are encouraged to create authentic examples, not use the Internet).

The Attendees

This training course enables managers to suggest and evaluate communication strategies and equips junior and senior marketers to create communication strategies. It also helps professionals start their careers in integrated marketing communications.

Likewise, it will be valuable to the professionals but not limited to the following:

• Specialised Marketers
• Entrepreneurs
• Professionals shifting careers to the Marketing Industry
• Managers who need to evaluate their Communication Strategy

Daily Discussion

DAY ONE: INTRODUCTION TO INTEGRATED MARKETING COMMUNICATION (IMC)

• Definition of the Concept
• Promotional Tools and Characteristics
• Digital Marketing as a New Trend
• Relating Communication Strategy to Marketing Strategy
• Communication Challenges

DAY TWO: HOLISTIC VIEW OF MARKETING FUNCTIONS

• Marketing Strategy
• Opportunity and Competitive Analysis
• Segmentation, Targeting, and Positioning
• Marketing Mix
• Communication Strategy as a Reflection of Marketing Strategy

DAY THREE: CONSUMER BEHAVIOR THE HEART OF INTEGRATED MARKETING COMMUNICATION (IMC)

• Consumer Decision Making Process
• Perception and Learning
• Attitude Changing Strategies
• Utilisation of the Communication Tools to Attract and Retain Customers
• Persuasion Matrix

DAY FOUR: COMMUNICATION PROCESS AND COMMUNICATION OBJECTIVES

• Communication Process, Elements, and Challenges
• Selection of Communication Media
• Sales vs Marketing Objectives
• Message Source
• Message Structure 

DAY FIVE: CREATIVE BRIEF AND STRATEGY EVALUATION

• Creative Strategy Tactics
• Message Appeals
• Message Execution
• Advertising Campaigns
• Evaluation of Communication Strategy
• Measurements Challenges