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PLANNING MARKETING COMMUNICATIONS

Byte size learning skills course of 1 comprehensive session

In this course, we look at the development of integrated marketing communications plans.

You will need to read the following chapters from the textbook:

Marketing Communications: Contexts, Contents and Strategies, Chris Fill (1999) second edition, Hemel Hempstead: Prentice Hall Europe.  This textbook is not included with the course and should be purchased or borrowed separately.

Chapter 29: Integrated Marketing Communications

Chapter 30: Developing Marketing Communications Plans

Chapter 8: The Environmental Context

Chapter 10: Intentions and Targets

Chapter 24: Promotional Objectives and Positioning

Chapters 25-27: Communication Strategies to Reach: Consumers; Intermediaries; Stakeholders

Chapter 12: Financial resources

After completing this course, you should be able to:

  • understand the importance, meaning, and complexities of planning integrated marketing communications

  • identify the key elements of planning integrated marketing communications

  • understand and explain the key inputs to this planning process

  • assess how marketing communications strategies can be developed for different target audiences

  • develop integrated marketing communications plans.

Course Content

Introduction


Objectives

  • Integrated Marketing Communications 
     

  • What does an Integrated Approach Mean? 
     

  • Advantages of Integration 
     

  • Problems in Achieving an Integrated Approach 
     

  • Achieving Integration 
     

  • Marketing Communications Planning Framework 
     

  • Applying the Framework 
     

  • A Concluding Note

Summary  

Further Reading
Tutor-marked Question Paper

Qualification: Certificate of Completion in Planning Marketing Communications
 

£ Cash Price

£ Deposit

£ Instalments

no. of  payments
50      
The total amount payable over the term's period, is no more than the total cash price of the course. (APR = 0%). Written quotations are available on request.

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