Integrated Marketing Communication – IMC
Understand the basic concepts of IMC and its importance in today’s marketing environment
INTEGRATED MARKETING COMMUNICATIONS – IMC
Today’s marketing professionals are tasked with increasing revenue, interaction, and efficiency in an increasingly competitive market. Learn the fundamental marketing skills, concepts, and strategies that will help your brand stand out in a fast-changing digital world.
This course is designed to give you a comprehensive understanding of the principles and practices of integrated marketing communications (IMC). You will learn how to develop and implement IMC campaigns that effectively communicate with target audiences, build brand equity, and achieve business objectives. Through a combination of video lectures, quizzes and case studies, you will gain the skills and knowledge needed to create and manage successful IMC programs.
By the end of this course, you should be able to:
– Understand the basic concepts of IMC and its importance in today’s marketing environment
– Develop an IMC campaign plan that is aligned with business objectives
– Select the most appropriate communications tools and tactics to reach target audiences
– Understand how to measure the effectiveness of IMC campaigns
– Apply what you have learned to create an IMC campaign plan for a real company or product
Understanding the Digital Marketing Landscape and the Customer Funnel
Digital marketing has a lot of moving pieces, and it might appear overwhelming. Don’t let this stop you! This course provides a comprehensive overview of the digital marketing environment. Learn how players such as ad networks, demand-side platforms and data management platforms connect with marketers, agencies, and publishers. Then discover how to use time-tested methodologies to plan and execute your digital marketing campaigns.
You’ll also learn about the customer funnel and how to create content that resonates at each stage of the buyer’s journey. By the end of this module, you should have a solid understanding of how the various pieces of the digital marketing puzzle fit together to create a cohesive and effective integrated marketing strategy.
Planning Your Integrated Marketing Communications Campaign
Now that you understand the basics of IMC, it’s time to start planning your own campaign! In this module, you will learn how to develop an IMC campaign plan that is aligned with business objectives. You’ll also get tips on how to select the most appropriate communications tools and tactics to reach your target audiences.
By the end of this module, you should have a solid understanding of how to create an IMC campaign plan that will help your business achieve its objectives.
Implementing Your Integrated Marketing Communications Campaign
In this module, you will learn how to implement your IMC campaign plan. You’ll get practical tips on everything from budgeting to managing creative assets. You’ll also learn how to measure the effectiveness of your IMC campaigns and make necessary adjustments to ensure that they are achieving their objectives.
By the end of this module, you should have a good understanding of how to implement and optimize an IMC campaign.
Putting It All Together
In this module, you will apply what you have learned to create an IMC campaign plan for a real company or product. You’ll get feedback from your peers and instructor on your campaign plan, and you’ll have the opportunity to revise it before submitting it for final grading.
By the end of this module, you should have a complete IMC campaign plan that you can use to guide your future marketing efforts.
Course Topics Outline:
– Introduction to the Course
– The Digital Marketing Environment
– The Customer Funnel
– Creating Content that Resonates
– Developing an IMC Campaign Plan
– Selecting Communications Tools and Tactics
– Budgeting for Your IMC Campaign
– Managing Creative Assets
– Measuring Effectiveness
– Creating an IMC Campaign Plan
– Peer Review and Revision
– Integrated Marketing Systems
– Integrated Marketing Mix
This course is offered 100% online. There are no face-to-face meetings. Course content will be delivered through a combination of lectures, readings, case studies, and hands-on projects.
All required course materials will be provided online. There are no textbook requirements.