Introduction to Integrated Sales & Marketing Communication
- Defining communication and its nature
- Exploring communication process and types of communication
- Defining integrated sales and marketing communication
- Discussing the purpose, benefits and objectives of integrated sales and marketing communication
- Understanding the meaning of promotion mix
- Discussing factors influence integrated sales and marketing communication
Integrated Sales & Marketing Communication Planning
- Overview of integrated sales and marketing communication planning process
- Steps for creating a plan for integrated sales and marketing communication:
- Situation analysis
- Maron objectives
- Sales and marketing communication strategy
- Designing message
- Selecting channel
- Planning resources: human & finance
- Developing communication program
- Evaluation the program
- Techniques for setting measurements and metrics for the integrated sales and marketing
- communication plan
- Identifying the role of market research in developing the plan
- Discussing challenges and considerations for planning integrated sales and marketing
- communication
Marketing Communication Methods
- Defining advertising and understanding its objectives, functions, and characteristics
- Exploring the components and types of advertising
- Discussing advertising planning process
- Discussing how to select advertising agencies through understanding their functions and structure
- Tips for developing creative strategy for effective Ads
- Defining public relations and understanding its function, principles and characteristics
- Exploring public relations tools and techniques
- Exploring strategies for managing crisis and events
- Discussing the qualities of a good public relations
- Defining sponsorship and understanding its objectives and characteristics
- Understanding types of sponsorship
- Techniques for assessing sponsorship
- Defining personal selling and understanding its objectives, and nature
- Exploring the steps of selling process
- Techniques for managing sales efforts
- Discussing the qualities of a good sale person
- Advantages and disadvantages of each marketing communication method
Marketing Communication Methods
- Defining sales promotions and understanding its objectives and characteristics
- Exploring sales promotions tactics:
- Customer promotion
- Trade promotion
- Discussing the sales promotions strategy
- Defining direct marketing and understanding its purpose and uses
- Techniques for effective direct marketing
- Identifying the importance of databases on direct marketing
- Digital & Social Media Marketing:
- Defining digital and social media marketing and understanding its objectives and characteristics
- Discussing the role of social media in marketing communications
- Techniques for digital and social media marketing
- Exploring digital and social media marketing tools
- Defining guerrilla marketing and understanding its way of work and characteristics
- Techniques for guerrilla marketing
- Exploring examples of guerrilla marketing
- Advantages and disadvantages of each marketing communication method
Best Practices & Final Thoughts
- Discussing barriers and challenges of integrated sales and marketing communication
- Understanding the role of technology in integrated sales and marketing communication
- Discussing ethical considerations and legal issues in integrated sales and marketing communication
- Final presentation of integrated sales and marketing communication plan
- Discussing lesson learned and best practices
- Open floor for questions and final thoughts