EXECUTIVE EDUCATION

Integrated Marketing Communications (IMC)

Understanding and Implementing Integrated Marketing Communications

Business managers consider Integrated Marketing Communications, or IMC, to be the most important new concept in marketing. In this two-day seminar, you’ll find out how you can integrate all of your promotional-mix tools into a complete promotional package. You also will analyze successful Integrated Marketing Communications strategies that have been used by consumer and business-to-business companies.

Key Topics Covered in this Program

SMU Cox Executive Education designed this program to benefit anyone who is responsible for maximizing profits through effective sales efforts. The program is ideal for:

• Sales representatives and sales professionals
• Account executives and managers
• Sales and marketing vice presidents and directors
• National and strategic account program managers
• Executives and company owners 

Quick Facts

• Average class size: 25-30
• Instructor/Participant ratio: 2:25 

Key Benefits

You will gain an understanding of:

• The reasons traditional communications are being supplanted by new methods
• The way Integrated Marketing Communications fits into the overall marketing program
• The Integrated Marketing Communications perspective on advertising and promotions
• The difference between marketing and communications objectives
• The role of Internet/Interactive media and the role of entertainment marketing, product placements, product integration and sponsorships
• Methods for measuring the effectiveness of Integrated Marketing Communications programs
• The best way to develop an Integrated Marketing Communications plan 

What you’ll learn

These key topics will help you understand how to develop an Integrated Marketing Communications program.

• The Integrated Marketing Communications program. The definition of a IMC program. Why it is important and increasing in value. How it differs from traditional advertising and promotional programs.
• Planning the IMC program. Coordinating with the marketing plan. A planning framework for an IMC program.
• The IMC program mix for traditional media. The advantages and disadvantages and the objectives of advertising, public relations, direct marketing, personal selling and sales promotions.
• The new media. The Internet, interactive media and wireless.
• Alternative media. Stealth/guerilla marketing methods, product placements, product integration and entertainment marketing.
• Evaluating the IMC program. Measuring the effectiveness of traditional media, the Internet, interactive media and alternative media.
• The future of Integrated Marketing Communications  
• Understanding and Implementing Integrated Marketing Communications

When and where

You’ll attend this two-day program from 8:30 a.m. to 4:30 p.m. Please arrive by 8:15 a.m. on the first day to check in.  You’ll meet at the SMU Cox School of Business.