The Integrated Marketing Communication (IMC) Course It offers you the opportunity to immerse yourself in a constantly growing sector, where demand for staff is high due to companies’ need to adapt to new digital trends. Through this course, you will acquire crucial skills in communication, sales promotion, public relations, sponsorship and direct marketing – areas that are essential for any professional in the modern marketing. You will learn how to design effective promotional strategies, manage public relations in crisis situations and use marketing information systems to make informed decisions. The online format allows you to access the content from anywhere, making it easier to learn at your own pace. Join this course to enhance your skills and become an expert in marketing communication, ready to tackle the challenges of today’s market.
Integrated Marketing Communications (IMC)
Digital Marketing
200 hours
Introduction
Objectives
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Understanding the essence of the communication and its key components in marketing.
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Identify effective strategies sales promotion in digital environments.
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Apply techniques for public relations to manage online crises.
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Assess the effectiveness of different types of sponsorship in campaigns.
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Develop direct marketing campaigns using databases.
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Implement a Marketing Information System to support decision-making decisions.
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Analyse tactics promotional and measure its effectiveness in sales.
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. Assessment of 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 via mass media
TEACHING UNIT 5. MARKETING INFORMATION SYSTEM
1. Components of the SIM
2. Concept, purpose and applications of marketing research
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