Integrated Marketing Communication

A Sales Management Course

*This course can be tailored or customized to your specific needs.

Course Overview

This seminar prepares students to apply integrated marketing communications as part of a strategic marketing plan. Participants evaluate how marketing communication tools build brand value and recognize the value of a comprehensive plan; which evaluates the strategic roles of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum communication impact. Topics include advertising, promotions, public relations, sales, and direct marketing.


  1. Understand the importance of Integrated Marketing Communications
  2. Apply levels of Integration across the organization
  3. Create a culture of sustainable integration

Lesson 1: The Value of Delivering an Integrated Message to Consumers across All Channels

  • Wrap communications around customers to assist them through the buying stages
  • Review the benefits of relationship marketing – protecting the consumer
  • Increase sales by stretching message across several communication tools

Lesson 2: Levels of Integration

  • Horizontal
    • Across the marketing mix and business functions
  • Vertical
    • Marketing/Communications objectives must support the corporate objectives
  • Internal
    • Keeping internal groups up-to-date on new initiatives and information
  • External
    • Advertising/PR to create an integrated and cohesive message
  • Data
    • Utilizing data to guide targeting decisions

Lesson 3: Rules for Sustainable Integration

  • Integrate at different levels of management
  • Develop a good marketing information system
  • Focus on a clear marketing communication strategy
  • Think customers first