Integrated Marketing Communications
Day 1
Planning your communications strategy
- Product vs. corporate brand-building
- Setting goals and objectives
- Media basics
- Evaluating results
Day 2
From strategy to execution: your Internet presence
- Branding on the Internet
- Web site interactions and the effect on metrics
- Linking offline and online strategies
- Emerging insights
From strategy to execution: relationship building
- Trade shows, sales support and public relations
- Event marketing
Day 3
Planning the message strategy
- Seven steps to the most powerful marcom message
- How to create an ad that stinks!
From strategy to execution: the creative process
- 100 emergency creative idea generators
- Creative evaluation tools that inspire
- Selling creative ideas to un-creative people
- Imaginative applications for sales collateral
Schedule
Evening before course — 5:30 – 7:30 p.m. Optional dinner for those arriving early
Days 1 and 2 — 8:15 – 4:30 p.m. Session
Day 3 — 8:15 – 3:15 p.m. Session
The University of Wisconsin–Madison, as a member of the University Continuing Education Association (UCEA), authorizes this course for 2.1 Continuing Education Units (CEUs) or 21 hours.
bwolfe@exed.wisc.edu