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Description |
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Integrated Marketing Communication (IMC) as it was designed, works. But perhaps so many misconceptions and misinterpretations have seeped in over time that keep the concept from making its full potential contribution.
A true Integrated Marketing Communication programme integrates everything that impacts customer behaviour, and it involves multidimensional, interactive, continuously measured communication that connects the brand or product and the customer, because that's what makes the whole process lift off and stay in orbit.
This course is designed by one of the original inventors of the Integrated Marketing Communication concept to help practitioners not only to thoroughly understand the theory but also to effectively implement IMC programmes. |
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Objective |
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This programme will help advertising and other marketing and marketing communication managers understand the forces impacting marketing and advertising today worldwide, help them to understand their changed roles in this new marketing environment, and help them to develop new approaches to the function which will allow them to contribute consistently to the achievement of company strategic objectives and improved productivity. |
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Participants |
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Advertising and other marketing communications functional managers, marketing managers, product managers, and other managers responsible for supervising or working with the function, financial managers responsible for setting up advertising budgets and accountability measures, advertising agency account executives, client service executives of other functional agencies such as direct mail, promotion and public relations. |
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Benefits |
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After completing the programme, participants will be better able to:
- develop products that meet customer needs more precisely
- design package that communicates with equal precision
- set price that reflects the value the customer perceives in the product compared to other ways he or she could satisfy the need or want
- design a distribution scheme that make it convenient for the customer to buy
- understand channel management, sales management, financing, CRM, TQM, Six Sigma and whatever else needs to be happening to change how the customer thinks and behaves
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Coverage |
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- The genesis and evolution of Integrated Marketing Communication (IMC) as a response to the changing global marketing environment
- Connecting marketing initiatives with strategic imperatives
- Becoming customer-driven vs. market-driven
- Evaluating customers to prioritise marketing investment
- Developing value propositions
- Deploying media for maximum efficiency and effectiveness
- Unleashing creative power
- Enlisting all employees in the marketing mission through inward marketing and internal branding
- Applying the Integrated Customer Behaviour Management Planning Process
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Schedule |
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Day 1
morning
- Orientation
- Overview
- Integrated marketing communication defined
- Drivers of IMC: Global marketing shifts
- Accelerated technology
- Increased "connections" among people worldwide
- Eroding brand loyalty
- Power shift from marketers to customers
afternoon
- Campaign Strategy Development
- Problem definition
- Segmentation, targeting and positioning
- Prioritisation
- Modeling and data mining
- LTV
- Message development
Day 2
morning
- Media Strategy Development
- Efficiency vs. Effectiveness
- Personal media network analysis
- Traditional vs. Non-traditional media
- Guerrilla media
- Relative strengths and weaknesses
- Integrating the sales force
- Budgeting
afternoon
- Creative Strategy Development
- GE's FOCUS creative approach
- Account planning/qualitative research
- Development and presentation of the creative brief
Day 3
morning
- Creative Execution
- Evaluation of creative alternatives
- Accountability, Measurement and Metrics
afternoon
- A New Integrated Customer Behaviour Management Process
- How to use it to make sure that optimal resources are allocated to high-priority marketing missions for maximum marketing ROI
- Q&A, Review, Evaluations
- Adjournment
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Faculty |
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Professor Robert F. Lauterborn, Programme Director |
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Venue |
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The course will be held in CEIBS campus at 699 Hongfeng Road, Pudong, Shanghai. |
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Admissions |
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Applications are reviewed as they arrive. Completed applications must be received 20 working days before the start of the programme. Any applications received after that date will be considered on a space-available basis. Please address all applications and enquiries to our customer service team in Shanghai, Beijing or Shenzhen.
If a confirmed booking is cancelled within 15 working days of the start of the programme, or if the applicant fails to attend the programme, a cancellation fee equaling to 20 percent of the total programme fee will be charged. If an applicant is unable to attend the programme, the applicant may transfer to another CEIBS Executive Education programme within the same calendar year. When a request to substitute participant(s) for the same programme is made less than 15 working days prior to the start of the programme, we are unable to guarantee the seat(s).
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* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details. |
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