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Dates & Times
Start Date/Time: Tuesday, April 15, 2008 at 8:00am
End Date/Time: Wednesday, April 16, 2008 at 5:00pm
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Venue/Location
The Summit Executive Centre
205 North Michigan Avenue
Chicago, IL 60601
312-938-5053
FOR HOTEL INFORMATION VISIT:
http://www.summitchicago.com
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $1,295 | $1,695 | |
Course Description
Length: Two-days
Online or offline, integrated marketing communications is about much more than mix and match media planning. This marketing training program teaches how to develop a comprehensive integrated marketing communications plan. Working in teams, participants will learn to use integrated marketing communications across functions.
At the end of this course, you will be able to:
- Integrate the various elements of the marketing mix to maximize competitive advantage for your brand.
- Foster internal cooperation and communication among different functions to insure consistent execution of the brand’s promise between:
- different functions
- different geographies
- different agencies and suppliers
Who Should Attend
- Product/brand managers
- Assistant product and brand managers
- Strategic planners
- Marketing/advertising communication managers
- Senior professionals wishing to refresh their skills
Key Topics
- Integrated Marketing Communications Overview
- Finding the Marketing Communication
- Developing the Marketing Communication
- Measuring the Results
Instructor
This course is taught by Richard Costello
Class Agenda
Each day will have a continental breakfast at 8:30 a.m., a mid-morning snack, lunch at 12:00 noon, and a mid-afternoon break. Please note Day One will end at 5:00 pm and Day Two will end at 12:30pm
Day One - 8:30 am - 5:00 pm
Registration and Continental Breakfast - 8: 00am - 8:30am
- Module 1: Integrated Marketing Communications Overview
- Explain what an integrated marketing communication is and why it is important.
- Identify the 7 steps of holistic communication
Break - 10:15am - 10:30am
- Module 2: Finding the Marketing Communication
- Bring the outside in
- Make a brand promise
- Create a unique and memorable identity
Lunch - 12:00pm - 1:00pm
- Module 3: Developing the Marketing Communication
- Communicate a promise persuasively
- Be consistent
- Make strategic choices
Registration and Continental Breakfast - 8: 00am - 8:30 am
- Module 4: Measuring the Results
- Explain why measuring results of integrated marketing communications is important.
- Identify some ways to measure the results.
Class Instructors
Richard CostelloPresident and Founder
MagicEcho Consulting
Prior to founding MagicEcho, Richard worked for 22 years as the “brand guru” for GE. He led the development and implementation of the long running “We Bring Good Things to Life” advertising campaign. During his career, Richard provided marketing counsel to every GE business including light bulbs, jet engines, plastics,& appliances, NBC, financial services, and medical systems. This has given him an extraordinary diversity of business and marketing experience. Additionally, he was part of the business team that transformed the culture of GE from a sleepy bureaucracy to a lean, aggressive growth machine.
Born and educated in London, England, Richard started his career in the British advertising industry. He moved to the United States in 1973. He worked for ad agency McCann Erickson both in London and New York before joining GE in 1980.
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