🎯 Course Description:
This 5‑day program focuses on developing and executing integrated marketing communications strategies that unify messaging across channels for stronger brand impact. Topics include PR, advertising, content, digital, social, and offline channels, budget allocation, and measurement.
👥 Who Should Attend:
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Marketing communication professionals
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Brand managers & campaign leads
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Advertising, PR, Social Media practitioners
🗓️ Day 1: Foundations of IMC
| Time | Topic |
|---|---|
| 08:30 – 09:00 | Welcome, Overview, Introductions |
| 09:00 – 10:30 | What is IMC? Principles & Strategy |
| 10:30 – 10:45 | ☕ Coffee Break |
| 10:45 – 12:15 | Message Consistency & Brand Storytelling |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Channel Integration: Offline & Online |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Workshop: Audit current communications |
🗓️ Day 2: Advertising & Promotion Strategy
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Advertising Planning & Media Strategy |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Sales Promotion & Direct Marketing |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Public Relations & Sponsorships |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Case Study: Integrated campaign examples |
🗓️ Day 3: Digital & Content in IMC
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Content Strategy & Storytelling |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Social Media, Influencers & User‑Generated Content |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | SEO, Email & Digital Advertising’s role in IMC |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Workshop: Create an integrated campaign plan |
🗓️ Day 4: Budgeting, Media Planning & Execution
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Allocating Budget Across Channels |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Media Buying, Planning & Scheduling |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Creative Strategy & Message Development |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Case Study: Execution of IMC in multiple industries |
🗓️ Day 5: Measurement, Adaptation & Future IMC Trends
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Metrics for IMC: Reach, Engagement, Conversion, Share of Voice |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Media Mix Modeling & Attribution |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 03:00 | Emerging Trends in Communication: AR/VR, Interactive, Personalization |
| 03:00 – 03:15 | ☕ Coffee Break |
| 03:15 – 04:30 | Final Q&A, Campaign Strategy Presentations, Feedback & Certificates |
📂 Course Materials Provided:
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IMC strategy handbook
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Media planning & budget templates
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Content & messaging guides
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Case studies of integrated campaign examples
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Metrics & measurement dashboards
