In: Kurset

Published on 19 January 2012

By Super User

Integrated Marketing Communication Planning for Consumer Behavioural Impact

Introduction and Objective

There is an old marketing phrase: “It is nice to have a better mouse trap; but remember there is the business of selling it.” Good products and services do not sell themselves. One has to purposefully engage the consumer in considering the merits of an offered product

or service and prompting the consumer action to buy that product or service. And this engagement has to go beyond having the consumer be aware of your logo and brand name. What eventually counts is consumer behavioural impact. This is the ultimate focus of effective marketing communication.

This Workshop focuses on the approach of “Integrated Marketing Communication” (IMC) as a new way of looking at the marketing communication process. This goes beyond increasing public awareness and recognition of a brand and get to the task of triggering consumer behaviour. It takes traditional marketing communication and gives it a new twist with a special sharp focus on the consumer as the center of attention.

Participants will learn how to apply the 10-step planning process of IMC in the strategic planning of communication programmes for consumer behavioral results. Participants will cover six main topics: Communication and Behavioral Goals; Basic Communication Techniques (Mass Media, Small Group and Personal Selling/Interpersonal Communication); Marketing Principles and Practices for IMC; Marketing Research and Evaluation; Community Mobilisation; Advertising and Public Relations; and Strategic Communication Planning Practicum. Each participant will work (as part of a group) on the design of an IMC plan for a specific consumer behavioral result i.

Objective and Personal Learning Outcome:

Participants will develop their skills in applying the 10-step IMC approach to designing a strategic communication plan for consumer behavioural impact with regard to a specific consumer product or service. By the end of the Workshop, participants working in teams will complete a partial draft IMC Plan for actual implementation.