International Certification Programme in Advertising Management.

Objective: The course fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC method

 

 

 

 

Part I: Integrated Marketing Communications: Processes, Brand Equity, and the Marcom Environment
 Overview of Integrated Marketing Communications and the MarCom Process.
MarCom”s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable.
Ethical, Regulatory, and Environmental Issues in Marketing Communications.

Part II: The Fundamental Marcom Decisions: Targeting, Positioning, Objective Setting, and Budgeting
MarCom Targeting.
MarCom Positioning.
MarCom Objective Setting And Budgeting.

Part III: Marcom for New Products, Store Signage, and Point-of-purchase Communications
Facilitation of Product Adoption, and Brand Naming and Packaging.
On- and Off-Premise Signage and Point of- Purchase Communications.

Part IV: Advertising Management

 Overview of Advertising Management:Messages, Media, and Measurement.
Creating Effective and Creative Advertising Messages.
Selecting Message Appeals and Endorsers.
Assessing Ad Message Effectiveness.
Planning for and Analyzing Advertising Media.
Using Traditional Advertising Media.
Employing the Internet for Advertising.
Using Other Alternative Advertising Media.

Part V: Sales Promotion Management, Marketing-oriented Public Relations, and Sponsorships

 Sales Promotion and the Role of Trade Promotions.
Consumer-Oriented Promotions: Sampling and Couponing.
Consumer-Oriented Sales Promotions: Premiums and other Promotional Methods.
Marketing-Oriented Public Relations and Sponsorships.

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