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A Strategic Approach to Integrated Marketing Communications:
Taking You to Level 3

Course Objectives:

Based on the stages in the consumer purchase process, Level 3 implies an approach that is different from the thematic and mechanical. When this is crossed with the idea of connect space, powerful insights and procedures are generated to enable marketing communicators influence their target market efficiently and effectively. This course is ideal for people in brand management, marketing communications and marketing media management.

Scope of Workshop:

Module One:	Use & Abuse of the phrase IMC – A situation Report
Module Two:	The 5 Principles of Strategic Integration; Applications to B2C & B2B Impulse Purchase (Short) vs Multi-Stage Brand Consideration (Longer)
Module Three:	Core Concepts as a Matrix of 3 Components
Module Four:	Decision Participants Matrix (DPG)
Module Five:	Behavioural Sequence Matrix
Module Six:	Integrated Marketing Communications (IMC) Grid
Module Seven:	The Decision Participants Grid (DPG)
Module Eight:	The Behavioural Sequence Matrix (BSM)
Module Nine:	Integrated Marketing Communications (IMC) Grid Communication Tools & Options (incl Role & Limitations) Case Studies (International & Local incl Participant’s experiences)
Module Ten:	Organizational Implications of IMC Marketer Organization Agency Organization
Module Eleven:	Client/Agency Working Relationships re IMC Reiterating from Client Total Marketing Approach to Agency Sourcing Strategy The Pros & Cons of Full Service Agencies (all under one roof) Specialist Service Agencies (whether integrated or not) In-House Services Brand Consultancies (The Why & How)
Facilitators:	George Thorpe Matthew Eigbe
Duration:	2 days

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