Integrated Marketing Communications | Thinking beyond the campaign

Module length: 1 hr 39 mins

Readings: 4

Study time: 2 hrs 30 mins

Too often, marketers start with communications. The MiniMBA saves it until now because, done properly, communications isn't a creative exercise. It's the disciplined expression of a strategy you've already built.

Module 9 covers integrated marketing communications in full: not just advertising, but the complete range of tools and media available to reach your target market – all evaluated through the lens of advertising effectiveness. Because the question isn't just which channels to use, it is which channels will work and how you know.

You'll learn to think beyond the campaign, building a marketing communications strategy that integrates across channels, aligns with your objectives and is built to be measured from the start.

What you’ll learn

What is integrated marketing communications, and why siloed channel thinking is one of the most common and costly mistakes in marketing
The principles of advertising effectiveness: what the evidence says about what makes communications work, and how to apply those principles to your own activity
How to build a marketing channel strategy, evaluating the full range of traditional and digital media options against your objectives and target audience
How to develop a marketing messaging strategy that is consistent with your positioning and compelling to your target market
How to plan and evaluate integrated marketing strategy across channels – ensuring your communications work together rather than competing with each other
How to measure advertising effectiveness: the frameworks and metrics that tell you what's working, what isn't and what to do about it