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Description |
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Integrated Marketing Communication (IMC) as it was designed, works. But many misconceptions and misinterpretations have seeped in over time that keep the concept from making its full potential contribution. A true IMC 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 IMC 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 makes 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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- Definition of IMC
- Shift to IMC
- Power shift from marketers to customers
- Moving from a cost mentality to an investment mentality
- What being “Customer-driven” really means
- Developing media strategy
- Developing creative strategy
- IMC marketing PR
- IMC promotional thinking
- The IMC Customized Marketing Communication Planning Process®
- Inward marketing strategy development
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Schedule |
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Day 1
- morning
- Overview
- Integrated marketing communication defined
- Integrated marketing communications explained
- Forces Driving the Shift to IMC
- Economic
- Technological
- Societal
- Power Shift from Marketers to Customers
- Moving From A Cost Mentality to An Investment Mentality:
- What Being “Customer-driven” Really Means
- The evolution of business attitudes
- Evaluating customers and prospects
- Segmentation, targeting and positioning
- How to develop value propositions
- afternoon
- How Marketing Communication Evolved in This New Context
- How and why what is measured changed
- Using the Behavioral TimeLine®
- Case study
Day 2
- morning
- IMC Media Thinking
- Customer-driven media planning
- Personal Media Network
- PMN exercise
- Efficiency-driven media planning
- McGraw-Hill’s Seven Steps to a Sale
- IMC Creative Thinking
- GE’s FOCUS Creative Approach
- Preparing the Creative Brief
- afternoon
- IMC Marketing PR Thinking
- IMC Promotional Thinking
- Trade promotion
- Consumer promotion
- Case study
Day 3
- morning
- The IMC Customized Marketing Communication Planning Process®
- Lauterborn’s 4Cs versus Kotler’s 4Ps
- Measurement and accountability
- afternoon
- Case Study
- Inward Marketing Strategy Development
- Barriers to Successful IMC Implementation
- Conclusion
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Faculty |
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Professor Robert F. Lauterborn, Programme Director |
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Venue |
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- Shanghai (CEIBS Campus, 699 Hongfeng Road, Pudong, Shanghai)
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Admissions |
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Applicants can apply for the programme in either form:
Online application: Please visit the CEIBS Executive Education website, select the programme you want to take, and click “Apply Now” to apply for the programme; or
Submit application by fax or mail: Please visit the CEIBS Executive Education website, select the programme you want to take, click “Application Form” to download the form, then fill in the form and send it to the CEIBS Customer Service Team by fax or mail. You are also welcome to call the CEIBS Customer Service Team for a printed Application Form.
Applications are requested 20 working days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of CEIBS. Any applications received after that date will be considered on a space-available basis. For more information, please contact our customer service team in Shanghai, Beijing or Shenzhen.
Cancellations or changes of a programme registration may be made without penalty at least 15 working days before the start of the programme. 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. When a request to substitute participant(s) for the same programme is made less than 15 working days before the start of the programme, the seat(s) will not be guaranteed. If an applicant is unable to attend the programme, the applicant may transfer to a different session of the same programme or another CEIBS Executive Education programme within the same calendar year, but must pay any differences in fees between the two programmes. All changes and cancellations are subject to the final confirmation of CEIBS. |
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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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