The Integrated Marketing Communication Course It offers you the opportunity to immerse yourself in a field that is constantly growing and in high demand. In an environment where effective communication is key, this course equips you with the skills you need to excel in the field of marketing. You will learn how to manage sales promotion, gain an in-depth understanding of public relations, and discover the power of sponsorship and the marketing live and interactive. With a focus on digital communication, you’ll be prepared to tackle the challenges of modern marketing, optimising promotional strategies and making the most of online public relations. Choosing this course is an investment in your future, providing you with the essential tools to excel in a dynamic and expanding sector. With a flexible online format, you’ll be able to gain valuable knowledge from anywhere, tailored to your needs.
Integrated Marketing Communications
Business Communication
70 hours
Introduction
Objectives
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Understanding the components the key to integrated marketing communication.
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Identify the tactics effective for online sales promotion.
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Apply techniques to manage public relations in crisis situations.
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Assess the effectiveness of different types of sponsorship in marketing.
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Develop strategies for direct marketing using databases.
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Implement media conventional for effective direct marketing.
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To analyse the efficiency promotional strategies in the digital environment.
Table of Contents
TEACHING UNIT 1. COMMUNICATION AND ITS COMPONENTS
1. What is communication?
2. Marketing as the foundation of digital communication
3. Other marketing components
4. Integrated Marketing Communication (IMC)
TEACHING UNIT 2. SALES PROMOTION
1. Introduction
2. Characteristics and objectives of sales promotion
3. The promotional strategy
4. Promotional tactics
5. Online sales promotion
6. Measuring promotional effectiveness
TEACHING UNIT 3. PUBLIC RELATIONS
1. The nature and concept of public relations
2. Reasons for the development of public relations
3. Public relations techniques
4. Events and trade fairs
5. Communication in a crisis situation
6. Public relations on the internet
TEACHING UNIT 4. SPONSORSHIP
1. The concept, reasons for and objectives of sponsorship
2. Types of sponsorship
3. Assessing the effectiveness and efficiency of sponsorship
TEACHING UNIT 5. DIRECT AND INTERACTIVE MARKETING
1. Direct marketing today
2. Direct marketing variables
3. The database
4. Conventional direct marketing channels
5. Direct marketing in the mass media
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