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INTEGRATED MARKETING COMMUNICATIONS
As a result of taking this program, part of our International Business Certification curriculum, you will gain skills, knowledge, and the positive attitude necessary in order to produce successful integrated marketing communications. The primary focus of the program is to introduce and to discuss ways to plan, execute, and evaluate communication strategies resulting in an effective and efficient marketing program.
Consumers are skeptical of most marketing efforts, so getting and holding their attention is difficult. Not even market leaders are secure in their market dominance. To ensure a product will sell successfully, businesses must do more than offer the best service or produce the best product. This program demonstrates how and why we must do more.
Organizations must market their products and services with creative, informative, and interesting messages that show how services and products meet the needs and wants of consumers. A key factor in marketing a service or product entails communications, and essentially everything related to your organization entails some aspect of marketing. Integrating these factors rationally in a consistent, persuasive manner results in creating the most value for everyone.
This program will explain the basic concepts informing integrated marketing communications. We begin by examining what marketing is. Next, we define and describe integrated marketing communications through its major categories. Finally, we conclude with a framework that shows you how communications fit into a successful marketing program.
We want to make this program as useful as possible for you, so your input and co-operation in selecting issues and topics is as essential as your participation in discussions.
This seminar is designed as a graduate-level business school seminar. As such, you have major responsibility for the focus and quality of discussions, thus the quality and degree of your commitment to the program objectives will also be evaluated.
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