About this course

Course code TP1233
Duration 1 Day

This course will help you plan integrated marketing communications that deliver. Marketing communications, whether above or below the line, cost time and money. This workshop will show you how a well thought-through communications plan, which demonstrates how all the tools, techniques and media will work together, will ensure your resources are used effectively and efficiently.

Benefits to you and your company
Organisations will benefit from having a team member who has a firm understanding of the importance of setting objectives, the strengths and weaknesses of a range of communications tools, techniques and media and how these can work together to best advantage within a simple planning framework.

Who should attend?
You may have specialised in one communications discipline and now need to take an overview. Perhaps you have moved to a managerial role and now need to create your first plan. Or maybe you have been planning communications for some time and simply want to reflect on your approach and gain some new ideas.

Delegates will learn how to

  • Understand why fragmentation of the communications industry requires an integrated approach to communications planning.
  • Use a simple, six-stage approach to planning.
  • Set organisational (business), marketing and communications objectives that work together and can be measured.
  • Adopt an approach to thinking about how your audiences perceive value and how this can be used to shape your value proposition.
  • Use your value proposition to determine positioning and messaging.
  • Select communications tools and media based on their merits, your objectives and your constraints (such as budget).
  • Measure the performance of your communications using outcome metrics and return on investment criteria.

Outline

  • Introducing integrated marketing communications.
  • Approach to IMC planning.
  • Setting communications objectives.
  • Understanding audiences.
  • The value proposition framework.
  • Positioning and messaging.
  • Communications tasks.
  • Selecting communications media.
  • Measuring and reporting performance.

Delivery style

  • Mix of lecture-style presentation and interactive, group-based activities.
  • Delegates will work their way through the planning process using a real-life case study.
  • A clear plan structure and templates will be provided for each activity to aid learning.
  • The structure and templates can be adapted and used as part of a planning framework in the delegates' own organisations.

1 Day

Duration

This is a QA approved partner course

Delivery Method

Delivery method

Classroom

Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 0345 074 7998 or email us at info@qa.com to discuss how we can help.

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