In recent years company to customer interaction has developed in such a way that if a customer is dissatisfied with a company’s product the company will know about it in real time. Customer interaction, engagement and feedback in the world of service is now part of the Brand experience and call for a new approach in marketing communication with an integrated strategy.

This conversion from fragmented to Integrated Marketing Communications (IMC) has been accompanied by new trends in the marketing industry: the move from mass media to multiple forms of communication, the move from manufacturer-dominated market to a retailer-dominated, customer controlled market, the growing use of data based marketing as opposed to general-focus advertising, unlimited Internet access and greater online availability of goods and services and a larger focus on developing marketing communications activities that produce value for target audiences while increasing benefits and reducing costs.

Interactive lecture-discussions, project development and practical exercises

Knowledge

• Concepts and theories associated with IMC strategies including social media
• Lessons learnt from successful IMC strategies

Competencies

• Promote brand and services across several social channels
• Articulate a story across multiple channel and craft an IMC
• Set-up a dash board and follow progress of an IMC

Mindset

• Understanding the vitality of implementing an IMC strategy to create a clear and concise story of their brand across various social channels.
• Maintaining the integrity and consistency of the message marketers put out across new media and traditional media channels
• Remaining customer centric, resonating with customer experience

In recent years company to customer interaction has developed in such a way that if a customer is dissatisfied with a company’s product the company will know about it in real time. Customer interaction, engagement and feedback in the world of service is now part of the Brand experience and call for a new approach in marketing communication with an integrated strategy.

This conversion from fragmented to Integrated Marketing Communications (IMC) has been accompanied by new trends in the marketing industry: the move from mass media to multiple forms of communication, the move from manufacturer-dominated market to a retailer-dominated, customer controlled market, the growing use of data based marketing as opposed to general-focus advertising, unlimited Internet access and greater online availability of goods and services and a larger focus on developing marketing communications activities that produce value for target audiences while increasing benefits and reducing costs.