Location

Community Services & Continuing Education - Alexandria

Objectives

• This Course aims to:• Introduce students to the principle and basic concept of marketing communication process in a streamlined integrated marketing strategy.• Provide an understanding of integrated marketing communications (IMC) and its influences on other marketing functions and other promotional activities.• Analyze and evaluate the fast-changing field of advertising and promotion which affects global marketing, society and economy.• Develop positive communication skills by extending the marketing communication approaches and techniques into effective marketing strategy and programs which are necessary to communicating to target audiences.

Outcomes

Upon successful completion of this course, the student will be able to: • Develop and understanding of the function of IMC and analyze the role of the IMC practitioner in an organization by applying logical and strategic thinking to solving communication problems• Put into practice the theoretical approaches to advertisement design. • Learn about possible message strategies, advertising appeals and executional frameworks through a lot of examples. • See professionals’ points of view on the creative process.• Work on the elements of the marketing communications mix. You will have access to the latest trends and tools that are used in integrated marketing communications. • Use tools such as customer promotion activities, public relations, cause related marketing, crisis management, social media marketing, digital marketing, and search engine optimization for your products and services.

Course Contents

1. Introduction to Marketing Communications Strategy• Course objectives• Expected outcomes• Content and assignmentsIntegrated Marketing Communications (IMC)Integrated Brand Promotion (IBP)Communications process and the structure of the advertising industry.2. Advertising in Business and Society • The evaluation of advertisingSocial, ethical, and Regulatory aspects of advertising and marketing communications.3. Advertising, IBP, and Consumer Behaviour• Consumer buyer behaviour• The purchase decision• Marketing segmentation and positioning• Advertising planning (international) and cultural barriers• Advertising plan and its context• Communications vs. Sales objectives4. Market Segmentation, Positioning, and the Value Proposition• Identifying market segments• The positioning & repositioning strategy• The value proposition5. The Advertising Plan• The basic component• Setting advertising objectives• Setting advertising budgets• The role of advertising agencyMessag