Seminar
IMC in Digital Era
The course is trying to help trainees to understand the principles and operation process of IMC (Integrated Marketing Communication). At the end of the course, trainees can develop an integrated communication plan that incorporate both traditional and digital media, based on the requirements of the targeted groups.
All CEGOS open courses are upgraded!
- Equipped with LearningHub platform
- Every learner will presented with the following e-Learning courses for FREE!
All CEGOS open courses are upgraded!
- Equipped with LearningHub platform
- Every learner will presented with the following e-Learning courses for FREE!
Summary
The course is trying to help trainees to understand the principles and operation process of IMC (Integrated Marketing Communication). At the end of the course, trainees can develop an integrated communication plan that incorporate both traditional and digital media, based on the requirements of the targeted groups.
Attendees
* Marketing management people
01
Preparation before seminar
02
Outlines
1. The market opportunities and threats in digital era
* China market environment changes
* The opportunities and threats from digital time
* Diversified consumer needs and value
* IMC would be the trend to cope with the complex
2. From 4Ps to IMC
* Marketing evolution and classification
* Types of marketing organization
* IMC concept, principles and features
3. Consumer based IMC strategy
* Consumer segments
* From the unmet needs to develop the strategy
* The brand value is the anchor of communication
4. Incorporate the online and offline activities
* Traditional media
* Paid media
* Own media
* Earned media
* Integration of online and offline activities
5. Evaluation is the key
* KPI setting
* Data mining
* Closed cycle of marketing plan
* China market environment changes
* The opportunities and threats from digital time
* Diversified consumer needs and value
* IMC would be the trend to cope with the complex
2. From 4Ps to IMC
* Marketing evolution and classification
* Types of marketing organization
* IMC concept, principles and features
3. Consumer based IMC strategy
* Consumer segments
* From the unmet needs to develop the strategy
* The brand value is the anchor of communication
4. Incorporate the online and offline activities
* Traditional media
* Paid media
* Own media
* Earned media
* Integration of online and offline activities
5. Evaluation is the key
* KPI setting
* Data mining
* Closed cycle of marketing plan
03
Follow-up after seminar
Objectives
Schedules
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Learning form：
Open Course
In-house
Virtual Classroom
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Seminar Inquiry
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