Integrated Marketing in the Digital Age

Overview
With the ever-expanding demand for integrated, personalized marketing, you need to stay ahead of the curve. Mass marketing (broadcast media) has lost its grip as the prevalent marketing strategy and multichannel marketing (narrowcast media) is now being recognized as the relevant, cutting-edge marketing strategy to understand and execute.

This course will give you the knowledge you need to not just gain an overview of multichannel marketing, but also provide the tools and strategies to help you build a successfully integrated campaign. We'll make sure you stay ahead of the curve with two-days of the challenges you might face and solutions you can use as soon as you return to the office.

• Review the various multichannel marketing communication channels
• Explore the fundamental marketing decisions: targeting, positioning, objective setting, and budgeting
• Delve into advertising media planning, analysis, and effectiveness
• Gauge traditional advertising vs. direct response vs. digital marketing
• Investigate uses of samples, coupons, premiums, and other promotions
• Discuss where we are going and who is leading the way

• Tackle common integrated marketing communications challenges including: enhancing brand equity, influencing behavior, and being accountable
• Understand the design and launch process of a successfully integrated campaign
• Develop processes and controls around your campaign