| Program Content |
|
| |
Marketing Strategy and Communications |
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Strategic framework for specific marketing decisions prior to developing communications |
Marketing and Communicating Across
Generational Lines - Boomers, Gen X and Gen Y
|
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Leveraging marketing and communications to a
strategic level so all generations see it the same way |
|
Basic
corporate goals in terms of creating customer,
employee, and shareholder value
|
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Understanding the different media used to market and
communicate messages to audiences of any age |
Creating Powerful Integrated Marketing Plans |
|
Focus on creating a strong marketing plan to guide communication efforts |
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Understand why marketing plans matter, where plans go wrong, and the critical elements of the planning process |
|
Learn the planning development process and how to connect plans, vision and positioning |
Creating Customer-Centric Advocates |
|
Strategic value targeting, customer insight, whole
brand positioning and implementation, and integrating
the whole range of “brand communications” |
Organizational Imperatives for IMC |
|
Building
compelling brands by integrating their “total communications” |
|
Tools to prioritize elements of the communications mix |
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Implications for allocating resources, organizational
structures, processes, and metrics |
Becoming (or Remaining) a Great Marketing Organization |
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Strategies for harmonizing human resources, business strategy, and organization structure with the brand |
|
Role of the formal marketing department |
