Developing an Integrated Marketing Communication Strategy

    Target Audience

    The Developing an Integrated Marketing Communication Strategy course is targeted towards:

    • Owners of SMEs
    • Marketing managers and marketing staff in SMEs
    • Other managers in SMEs
    Depending on their positions, the target participants need to attend this course in order to learn how to make the right marketing decisions in their business.
    Course Objectives
    After attending this course, participants are expected to be able to:
    • Identify the roles and principles of communication.
    • Explain the steps to build a communication strategy.
    • Plan the implementation of a communication strategy.
    • Describe the way to assess the effectiveness of a communication strategy.
    Content
    • Introduction to the workshop
    • Session 1: What is communication used for?
      • Roles and objectives of communication
      • Principles of communication
    • Session 2: How to build a communication strategy?
      • Introduce the four steps to building a communication strategy.
      • Identify the communication target
      • Establish communication objectives
      • Write a communication message
      • Identify the communication mix
    • Session 3: How to implement a communication strategy?
      • Preparing a budget
      • Developing and implementing communication activities
    • Session 4: How to assess the effectiveness of a communication strategy?
      • Criteria
      • Methods
    • Concluding remarks, action planning and wrap-up
    Course Duration

    1 day (7 hours)


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