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Integrated Marketing Communication Benefits and Added
Value
This module will focus on reveal the tools, tactics and
strategies that executives can use to realign and revitalize their
communication with the customers. IMC gives marketers the greatest
freedom to adjust the marketing message to satisfy the customers’
information needs. It enables marketers to focus on the most promising
sales prospects (one-to-one situations), and develop mass communication
campaigns as well (one-to-many situations) The objective of this
module in marketing communication is to offer a comprehensive managerial
view of a very important marketing mix element, supported by examples
of corporate practices in the field.
Structure
This program will be conducted over five sessions, five
hours per session, i.e. 25 hours (out of Cairo). It will cover the
following topics and issues:
- Overview to the communication process in the context of marketing
- Identify the target audience
- Designing the communication message
- Effective communication strategies and tools
- Channel and media selection
- Budgeting for communication
- Measuring media effectiveness
Target Participants
This program is targeting the potential senior level executives
in marketing and customer care departments, in order to develop
their planning skills and engage them in a brainstorming experience
about strategic marketing.
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