About the Course
This 5-day interactive Integrated Marketing Communications training course aims to introduce the evolution of the promotion function into a holistic, comprehensive Integrated Marketing Communications (IMC) strategy, reflecting a paradigm shift in communications concepts. It relates the IMC to marketing strategy and consumer behavior as the cornerstones of the communication strategy, emphasizing the tactical aspects of IMC, including message creation, structure and optimisation of the communication mix, and assessing the strategy’s success.
It provides an overview of promotional tools, their pros and cons, and the objectives for which they can be used. Digital marketing and the new gamification concept will be highlighted as relevant and latest trends in marketing communications. Delegates should understand the relation between the consumer decision-making process and the relevant consumer’s psychological processes and how this will reflect in different communication strategies or communication mix, in addition to an introduction of communication models that explain consumer response to the variety of messages created by marketers. Moreover, it introduces advertisement appeals, execution techniques, budget allocation, and measurement. Special emphasis is given to evaluating web pages, social media posts, and public relations campaigns and using attribution models to create the ultimate digital communication mix.
Core Objectives
The delegates will achieve the following objectives:
- Define the concept of integrated marketing communications
- Identify the communication tools and relate them to communication objectives
- Correlate the communication tools to the consumer decision-making process
- Design an optimised communication mix
- Acquire how to articulate a persuasive message
- Evaluate the communication strategy
Training Approach
This training course is founded on activity-based learning, including breakout-room group activities, discussion of video case studies, and relevant advertisements. Delegates are also requested to photograph relevant ads to illustrate marketers’ attempts to grab customers’ attention (in this particular assignment, delegates are encouraged to create authentic examples, not use the Internet).
The Attendees
This training course enables managers to suggest and evaluate communication strategies and equips junior and senior marketers to create communication strategies. It also helps professionals start their careers in integrated marketing communications.
Likewise, it will be valuable to the professionals but not limited to the following:
- Specialised Marketers
- Entrepreneurs
- Professionals shifting careers to the Marketing Industry
- Managers who need to evaluate their Communication Strategy
Daily Discussion
DAY ONE: INTRODUCTION TO DIGITAL MARKETING
- Overview of Digital Marketing Landscape
- The Evolution and Environment of Digital Marketing
- Digital Marketing Macro-Environment
- Importance of Digital Marketing for Businesses
- Current Trends in Digital and Social Media Marketing
- Technologies Used in Digital Marketing
- Careers in Digital and Social Media Marketing
- Characteristics of a Successful Digital and Social Media Marketer
DAY TWO: SOCIAL MEDIA STRATEGY DEVELOPMENT
- Digital Marketing Strategy
- Strategic Digital Marketing Planning Process
- Strategic Digital Marketing Plan
- Digital Value Proposition
- Digital Marketing Objectives
- Digital Segmentation, Targeting, and Positioning (STP)
- Digital Marketing and the 4P’s
- Evergreen Content
- Types of Digital Marketing Analytics
- Identifying Business Objectives and Target Audience
DAY THREE: CONTENT CREATION AND MANAGEMENT
- Digital Consumer Behaviour and Digital Influences
- Components of a Digital Conversion Funnel
- Digital Consumer Decision-Making Process
- Components of a Digital Buyer Persona
- How organisations can build relationships with digital consumers and customers?
- Concepts Relating to Managing a Good Digital Customer Experience
- Choosing the Right Social Media Platforms
- Developing a Social Media Content Strategy
- Creating Engaging Content for Social Media
- Best Practices for Visual Content and Storytelling
- Community Management and Engagement Tactics
DAY FOUR: SOCIAL MEDIA ADVERTISING
- Evolution and Value of Social Media and Community Marketing
- Social Media and Community Marketing
- Objectives
- Considerations, Strategies, and Tactics
- Content Strategies and Tactics
- Considering Popular Social Media Around the World
- Overview of Social Media Management Platforms
- Social Media Audit
- Influencer, Advocate, and Guest Strategies
- Content Type and Scheduling Strategies and Tactics
- Social and Community Storytelling Strategies and Tactics
- Social Media and Community Marketing Analytics
DAY FIVE: MEASUREMENT AND ANALYSIS
- Website Marketing Analytics
- Search Engine Optimisation Analytics
- Search Engine Marketing Analytics
- Email Marketing Analytics
- Social Media and Community Marketing Analytics
- Mobile Marketing Analytics
- Analytics Tools by Platform
- Key Reports Available in Google Analytics
- Digital Marketing Legal, Ethical, Privacy, and Security Considerations
Certificate Awarded
Upon successful completion of this training course, participants will be awarded a Certificate of Completion from LDC Global, acknowledging their accomplishment. This certificate serves as a testament to their dedication to developing their skills and advancing their expertise in their respective fields.