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Dates & Times

Webinar and virtual sessions begin at 1pm Eastern Time and 10am Pacific Time.

Start Date/Time:  Thursday, August 27, 2009 at 1:00pm
End Date/Time:  Thursday, August 27, 2009 at 2:00pm

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Venue/Location

WEBINAR

Registration Fees

Course Description

Integrated Marketing Communications

Integrated marketing is the business process used to plan, develop, execute, and strategically combine communications (advertising, direct, and digital) across multiple channels. This program will prepare participants to manage a 360-degree integrated direction. They will learn best practices of direct marketing to Web analytics, strategic planning, financial analysis, and brand management, and the skills to develop and manage both today's-and tomorrow's-marketing initiatives.

Training participants will learn what it will take to succeed in a marketplace where customers have access to information 24/7, worldwide on the Web, including how to manage brands across multiple channels with strategically consistent branding and how to apply best practices online-through searches, e-mail, blogging, video, e-commerce, and social networking.

What Participants Can Expect
A 2008 ANA survey found that integrated marketing communications is the number one concern of senior marketing and communications professionals yet few marketers have figured out how to make it work.  The goal of this course is to demonstrate how to elevate campaign effectiveness across all media platforms. 

Participants will be introduced to a disciplined approach to aid their development of an integrated marketing communication strategy and shown six simple planning tools that can help to create a consistent and effective strategy, implement a campaign that influences all key customer touch-points and measure the programs R.O.I.  Importantly, this course will also review the key mistakes that cause an integrated strategy to be poorly executed and how to avoid them.  In the end however, we will address what derails many IMC plans is the internal barriers both within an organization and with outside vendors. 

Key Takeaways

-   Understand how an effective IMC program is critical to successfully executing your strategic objectives in a competitive marketplace.

-   Learn how to avoid the key mistakes that cause poorly executed integrated strategy.

-   Understand the internal barriers that impede effective implementation of an integrated program and how to overcome those barriers.

-   Be aware of the process to rigorously identify and involve key internal and external constituents critical to the successful implementation of your integrated strategy.

-   How to create an integrated, marketing strategy for a real marketer with real competitors.

-   Gain the new skills necessary to successfully develop, deploy and to monitor the components of an integrated campaign.

-   Know how to methodically analyze the components of your integrated campaigns and identify their strengths and weaknesses.

-   Learn best practices that work for other successful consumer communication programs.

Who is This Course For?
For all marketing managers responsible for brand development and marketing communications as well as those new to managing elements of the marketing mix, including brand managers, assistant brand managers and senior professionals who are now overseeing IMC efforts. Vice presidents, directors and managers in marketing, finance, and operations to who are responsible for, contribute to or lead the customer value creation process within their organization.

Class Instructors

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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