Integrated Marketing Planning and Execution | School of Marketing | ANA

Integrated Marketing Planning and Execution

In a digitally enabled world, it has never been more important to take a 360 approach to marketing planning. We can no longer rely purely on communications to deliver our brand story. Marketers must now develop integrated plans across a broader range of touchpoints and work within their organizations to champion the customer perspective to ensure a holistic brand experience. However, most marketing teams find it challenging to execute their plan across multiple touchpoints in a way which is seamless for the customer.

This course is focused on helping marketers to develop truly integrated marketing plans that provide a seamless customer experience across key touchpoints and achieve long-term value. You will learn how to develop a customer decision journey, explore touchpoint mapping, and create strategies that will deliver your brand promise effectively. This course is also focused on the practicalities of integrated marketing execution. You will study examples of integrated marketing best practices and tactics, and how to measure the impact of your integrated plan.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

Marketers at all levels that want to improve the effectiveness of their marketing planning and get greater impact for their investment.

Learning Objectives

  1. Understanding the importance of integrated marketing planning and execution
  2. Building an integrated marketing plan around your customer
  3. Identifying brand touchpoints
  4. Creating an integrated marketing strategy
  5. How to achieve integrated marketing execution and tactics
  6. How to measure the impact of your integrated marketing plan

Find out what you will learn from instructor Simon Bradley in the video below.

Estimated Length of Completion

Approximately 90 minutes. This timing reflects the basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



Simon Bradley

Founder, Simon Bradley Marketing

Simon is a senior marketing leader and founder of Simon Bradley Marketing, which provides hands-on expertise and practical support to marketing organizations through project sprints, consulting and training. He has extensive client-side experience with brands like Virgin Atlantic Airways, VisitBritain, the New York Knicks, The Radio City Rockettes and Madison Square Garden. At Virgin Atlantic, Simon led the airline’s U.S. marketing across twelve markets and was responsible for building the brand, e-commerce, B2B marketing and CRM. At The Madison Square Garden Company, he was responsible for marketing strategy and consumer engagement and worked across a broad portfolio of world class brands.

Simon has been based in the U.S. for the last 14 years and has also led marketing teams across the world including the U.K., Canada, Sweden, Denmark, Norway, Finland, Brazil and Mexico. In addition to working with a broad range of clients, he is also an Adjunct Professor at New York University and leads Master’s programs in Digital Marketing and Integrated Marketing.

Born and educated in the U.K., he graduated in History from Bristol University and followed this with Tourism Management and Chartered Institute of Marketing Graduate diplomas.