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Integrated Marketing Communications Management

Marketing: What is it, what is it not?
Strategic marketing (business=strategy=marketing)
Business model and marketing relationship
Creating value
Managing the research and analysis stages
- Who and where is the target audience?
- Brand and marketing relationship
- What is brand identity? How is it created?
Brand positioning, brand essence, values, brand promise, name, logo, registration
What is brand strategy?
Communication and communicating
Communication and customer relationships
Communication and media relationships
Publicity and recognition
Manage your reputation
How are marketing strategies developed?
Relationship between brand identity, corporate identity and corporate culture
Marketing planning
Marketing budget
Implementation
Measure: you cannot manage something that you cannot measure