Marketing 360: IMC

Integrated marketing communications is the holistic approach to marketing where marketers unify communication elements to ensure consistency in their message and media utilization. Digital marketing enables what traditional media cannot and makes the entire communication process more cohesive and interactive.

This module aims to help marketers understand how to utilize digital marketing as a fundamental part of any marketing campaign. In this module, students will analyze many case studies that make use of both traditional media and digital marketing. They will also learn how they can have a more massive communications campaign using a cross media approach.

In this module, the participants are expected to complete an integrated marketing plan leveraging on different traditional and digital channels.

1. Part One: The Current Age & Its Challenges To Marketers
1. How the Modern Marketer Can Face the Challenges of Digital Media
2. The Need for Integrated and Unified Marketing Communications
2. Part Two: Case Studies and Best Practices
1. Changing How Consumers Perceive Brands, Products & Activities
2. Raising Awareness and Interest
1. An Example From the Philippines
3. Part Three: The Digital Marketing Framework
1. The IMC Framework
2. Getting to Know the Customer
3. Planning the Platform       
4. Publicizing the Platform
5. Evaluating the Results       
4. Digital Marketing: Payoffs and Pitfalls