INTEGRATED MARKETING COMUNICATIONS
In a highly competitive and digitalised environment, brands need coherent and effective communication strategies to connect with their target audience. Integrated Marketing allows all channels and messages to be aligned to generate a consistent brand experience and maximise impact in the market.
This course provides a strategic approach to designing, executing and measuring integrated marketing communication (IMC) campaigns, combining advertising, public relations, digital marketing, branding and other channels to achieve synergy and effectiveness.
Discover the key modules and concepts
Fundamentals of Integrated Marketing
- What is BMI and why is it key in modern communication?
- Elements of an effective communication strategy.
- Integration of messages and coherence in brand identity.
Communication Strategies and Channels
- Digital marketing: social networks, email marketing and SEM.
- Traditional vs. digital advertising: when and how to use them.
- Public relations and brand reputation management.
Creation of Multi-Channel Campaigns
- Development of key messages and brand storytelling.
- Selection of media and formats according to the target audience.
- Synchronisation of content on online and offline platforms.
Impact Measurement and Strategy Optimisation
- Main metrics and KPIs in IMC.
- Tools for analysing and monitoring results.
- Adjustments and optimisation to maximise ROI.
admission process
Objectives
- Understand the importance of Integrated Marketing and its impact on brand strategy.
- Learn to coordinate different communication channels to achieve coherence and effectiveness.
- Design multi-channel campaigns aligned with the company's values and objectives.
- Apply tools and metrics to evaluate the success of communication strategies.
- Develop skills to manage brand image and reputation in digital and traditional environments.
Methodology
This course combines theory with applied practice and the analysis of real campaigns to offer a comprehensive view of Integrated Marketing.
Methodologies used:
- Master classes given by experts in communication and marketing.
- Practical workshops on IMC strategy development.
- Analysis of success stories of leading brands in integrated communication.
- Final project in which participants design a multi-channel communication campaign.
This course is aimed at marketing, advertising, communication and branding professionals, as well as businessmen and entrepreneurs looking to improve their brand communication and optimise their relationship with their audience through integrated and effective strategies.
