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EXECUTIVE EDUCATION
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SMU Cox Executive Education
Understanding and Implementing Integrated Marketing Communications
Key Topics
Register Now: On-line Application
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
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