This course examines how the various instruments of the communications mix can be integrated into a consistent and synergetic marketing communications approach.
Understanding the communication environment and managing integrated communication
This course examines how the various instruments of the communications mix can be integrated into a consistent and synergetic marketing communications approach. It develops the concept of integrated marketing communications and discusses each major instrument of the communications mix. It introduces a number of models focusing on the role of persuasion in marketing communications and looks at the various stages of a strategic marketing communications plan.
The course consists of three parts. The first part examines the various instruments of the communications mix: advertising, brand activation, sponsorship, marketing PR, point-of-purchase communication, online communication. The specific strengths and weaknesses, tools and applications of each instrument are discussed, with particular attention to how they can be integrated into a communications strategy. The second part introduces a number of models focusing on the role of persuasion in communication, such as the Foote, Cone and Belding (FBC) grid, the elaboration likelihood model and Azjen’s theory of planned behavior; participants will also focus on the models’ relevance in communication management The third part looks at the various stages of a strategic communication plan: target groups, objectives, message strategies, creative approaches, tools and channels, budgets, and measurement of effectiveness. New communication formats and conversation management principles are extensively discussed. All elements of the course are illustrated by means of real-life examples and international case study materials. The course includes lectures as well as case studies, group work, breakout sessions, group presentations, and class discussions.
By the end of the course, participants will understand the role of each communication instrument in an integrated marketing communication approach. They will have gained insight into the mechanisms by means of which communication persuades people to change their attitudes and behaviors, and they will be able to judge academic research into communication effectiveness. Furthermore, by the conclusion of the course, participants should be able to develop an integrated communications plan, taking all the relevant elements into account: target groups and objectives, message and creative strategies, media planning, budgets and communication research.