Integrated Marketing Communication


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  • IMC: Foundation, Key Principles & Agency Structure
  • IMC Planning, Segmentation & Targeting
  • Traditional Media in IMC
  • Digital Media in IMC
  • Public Relations & Publicity
  • Direct Marketing & Sales Promotion
  • Measurement & Evaluation in IMC
  • Advertising offline and online
  • Sales promotion offline and online
  • Exhibitions and activation offline and integrate it online


Outcome from the training

  1. You will know how to harmonize your marketing channels with effectiveness according to your Marketing goals .
  2. Demonstrate a thorough knowledge of the workings and expectations of the IMC program.
  3. Identify how market research, segmentation, branding and positioning relate to the process of creating and placing successful advertising and promotions.
  4. Explain how effective creative strategies are developed and implemented.
  5. Construct a targeted media plan, taking into account the advantages and disadvantages of each medium.
  6. Identify key marketing communications components and understand the importance of integrating them across media.
  7. Define how social/digital/interactive media can be used to market a brand.
  8. Recognize the role of public relations in IMC and construct the basic elements of a public relations plan.
  9. Cite the methods that marketers can use to evaluate the effectiveness of an IMC campaign.

Additional information

Online / Offline



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