Certificate in Integrated Marketing Communications Course

Why select this training course?

The Rcademy Certificate in Integrated Marketing Communications Course is developed to equip participants with integrated marketing communication (IMC) basics and principles. Participants will learn to identify the most important issues when evaluating and planning marketing communications strategies and executions. In addition, they will be taught how to combine marketing models and theories to improve marketing communication decisions. Upon completing this course, attendees can utilize integrated marketing communications to build valuable brands and win new consumers. The course also includes the following:

• The integrated marketing toolkit.
• The principles of marketing communication.
• Examples of integrated marketing communication.
• The components of an excellent marketing strategy.

The course contents are comprehensive and built to help participants make the right marketing decisions.

What are integrated marketing communication tools?

Integrated marketing communication (IMC) is a process used to unify the various elements of marketing communication, like social media, business development principles, advertising, audience analytics, and public relations, into a consistent brand identity across all media channels. It enables private and public businesses and organizations to provide a seamless and engaging consumer experience for services and products while optimizing their image and relationship with stakeholders. Workers with a background in integrated marketing communication (IMC) can pursue careers in digital media, social media marketing, market research, consulting, journalism, etc. Below are some of the integrated marketing communication tools:

• Sales promotion
• Advertising
• Direct marketing
• Public relations
• Mobile Marketing
• Social media marketing

What are the five steps of integrated marketing communications?

Integrated marketing communication (IMC) is a process in which companies accelerate returns by taking a consumer-based approach to align their communication and marketing objectives with institutional or business goals. Integrated marketing communication is an ongoing process solely based on accelerating returns. It is concerned with aligning objectives with goals and is primarily customer-centric.

• Recognizing customers from behavioral data
• Develop and deliver messages and incentives
• Determine the financial value of customers and prospects
• Budget, allocate, analyze, and recycle
• Estimating returns on customer investment (ROCI)

Who should attend?

The following persons should attend The Rcademy Certificate in Integrated Marketing Communications Course:

• Sales and marketing professionals tasked with finding the most effective methods for attracting clients and generating cash for their businesses
• Managing Directors oversee and report to the management committee on budgets, accounts, and financial statements
• Risk Officers are entrusted with identifying and mitigating major competitive, regulatory, and technical threats to an organization’s capital and profits
• Finance managers are responsible for developing financial reports, direct investment activities, and long-term financial goals
• Social media managers are charged with monitoring an organization’s communications with the public by executing social media content strategies
• Public relations officers are responsible for responding to requests and inquiries from media outlets or platforms and maintaining the positive image of the company
• Brand managers are tasked with ensuring that a company’s services, product lines, and products are well accepted by present and future customers
• Strategy managers are charged with developing and implementing business visions and agenda
• Investors that invest money in the hopes of making a profit
• Human resources managers are responsible for coordinating every administrative activity, designing recruitment strategies, and onboarding new employees
• Individuals interested in learning about integrated marketing communications

What are the course objectives?

The Rcademy Certificate in Integrated Marketing Communications Course is designed to help participants achieve the following:

• Understand the rudiments of integrated marketing communication and its importance
• Learn about the principles and techniques of integrated marketing communication and how to develop a successful marketing campaign
• Analyse market trends and recommend appropriate changes to market strategies
• Learn about advertisement design and the integrated marketing processes
• Learn how to expand existing marketing platforms and integrate best marketing practices
• Learn how to engage the customer on social media to expand brand awareness
• Develop metrics to measure media accounting and audience responses
• Learn how to communicate with the target audience and stakeholders and manage customer relationships
• Recognize the strengths and weaknesses of an integrated marketing communication campaign and how to overcome them

How will this course be presented?

This training course is participant-oriented and designed to meet participants’ expectations and improve their knowledge and skill of the subject matter. Different practical approaches to ensure attendees’ active and constant learning will be utilized to present this course. Renowned experts and professionals with years of experience will teach the course within the field. The course modules are also drawn from exhaustive and meticulous research into the subject matter.

The Rcademy Certificate in Integrated Marketing Communications Course integrates practical and theoretical learning by providing attendees with cases, studies, lectures, slides on the concepts, and real-life scenarios. Participants will also engage in presentations, seminar workshops, quizzes, and regular feedback on lessons learned to confirm their optimum satisfaction.

What are the topics covered in this course?

Module 1: Fundamentals of Integrated Marketing Communication (IMC)

• Overview and definition of terms
• Benefits of integrated marketing communication
• Essential marketing decisions to make during the marketing process
• Latest trends in IMC
• Establishing brand loyalty and equity
• Multiple Pathways to Buyers
• Integrated marketing communication tools
• Examples of IMC
• Brand insights and marketing decisions

Module 2: The Value of Marketing Communication

• Introduction
• History of marketing communication
• World-class examples
• Matching the message and medium
• The marketing communication process
• Researching stakeholder needs and wants
• Marketing communications audit

Module 3: The Integrated Marketing Communication Process

• Planning an IMC process
• Potential challenges of IMC
• Overcoming the challenges
• The theories of advertisement
• How consumers make decisions
• Designing the marketing communication budget
• Aligning the communications with the company’s needs and goals

Module 4: Marketing Communication and the Brand

• The power of brands
• The communication plan
• Building brand loyalty
• Measuring the Brand, culture, and Brand Equity
• Building a content strategy
• Communications and brand management

Module 5: Toolbox of Marketing Communication

• Problem-solving and lateral thinking
• The value of relationship marketing
• Measuring, researching, and understanding consumer behavior
• Integrating messages through writing and creative direction
• Understanding the psychology of influence and persuasion

Module 6: Advertising Design and Management

• The theoretical approaches to advertisement design
• Possible message strategies
• Advertising appeals
• Implementing frameworks
• The creative advertisement process

Module 7: Developing Your Position as a Market Leader

• Identifying the target market using the SWOT analysis
• Building strategic marketing objectives with SMART goals
• Benchmarking competitors’ products, marketing tactics, and pricing
• Targeting and profiling potential clients with market research
• Customer relationship management
• Building the ultimate customer experience

Module 8: Marketing Communication Best Practices and Principles

• Strategies for marketing to different types of customers
• Techniques for rendering constructive feedback
• Keeping up with communication innovation and technology
• Questioning skills and active listening to promote effective communication
• The power of non-verbal communication in the integrated marketing communication process

Module 9: Marketing Communications Mix

• Components of the marketing communication mix
• Latest trends and tools used in IMC
• Using SEO for products and services
• Cause-related marketing
• Digital marketing and social media marketing

Module 10: Communications Mix and New Media

• Choosing channels
• Campaign design, delivery, and evaluation
• The rise of social media and its benefits in business
• Communities, communication, loyalty, and trust
• The IMC campaign
• Building customer profiles and recognizing audience needs and desires

Module 11: Building a Successful Strategy

• The value of strategic alignment and clear responsibilities and roles
• KPIs, measurement, and evaluation
• Customer journey-focused communication
• Aligning budgets against business objectives
• Optimizing markets across brands, channels, and markets