Writing an Integrated Marketing Communications Plan

This course will help you plan integrated marketing communications that deliver. It will show you how a well thought-through communications plan, which demonstrates how all the tools, techniques and media will work together, will ensure your resources are used effectively and efficiently.

You will think about the communications environment you operate in and the research and analysis you need to plan effectively. You will practice setting objectives that give your plan direction and review a six-stage plan framework. You will refresh your thinking on a range of communications tools, techniques and media.

Organisations will benefit from having a team member who has a firm understanding of the importance of setting objectives, the strengths and weaknesses of a range of communications tools, techniques and media and how these can work together within a simple planning framework.

You may have specialised in one communications discipline and now need to take an overview. Perhaps you have moved to a managerial role and now need to create your first plan, or maybe you have been planning communications for some time and simply want to reflect on your approach and gain some new ideas.

• Introducing integrated marketing communications (IMC).
• Approach to IMC planning.
• Setting communications objectives.
• Understanding audiences.
• The value proposition framework.
• Communications tasks.
• Selecting communications media.
• Measuring and reporting performance.

• Mix of lecture-style presentation and interactive, group-based activities.
• Delegates will work their way through the planning process using a real-life case study.
• A clear plan structure and templates will be provided for each activity to aid learning.
• The structure and templates can be adapted and used as part of a planning framework in the delegates’ own organisations.