Implementing an Integrated Marketing Communications Strategy

Overview

Just what is meant by marketing communications, or marcom as it is frequently called? How does it fit in with other corporate functions, and in particular how does it relate to business and marketing objectives?

All the evidence indicates that the vast majority of companies are without a marcom plan. With the continuing growth in brand competition and an increasing number of undifferentiated products, the demand for better marketing communications has grown substantially. In order to be ahead and stay ahead of your competition, it is essential to integrate all your marketing communications as part of your marketing plan.

Content

Integrated marketing communications planning

• Introduction
• Purpose – integrated marketing
• Business and marketing objectives
• Marketing v public relations

The communications audit

• Content of a marcom plan – The 10 P’s
• The image audit

The ten point marcom plan

• Marketing communications objectives
• Issues (internal and external)
• Strategy
• Audiences (external and internal)
• Messages
• Tactics – the media plan
• Timetable and action plan
• Budget
• Evaluation
• Research
• Resources
• Summary

The author

Norman Hart MSc FCIM FIPR FCAM was an international consultant, lecturer and author on marketing, advertising and public relations. His books included The CIM Marketing Dictionary, Strategic Public Relations, The Practice of Advertising and Industrial Marketing Communications. He was a visiting fellow of both Bradford and Leeds Metropolitan Universities, a course leader at Henley Management Centre and a member of the faculty of the Chartered Institute of Marketing.

He was the first Professor of Public Relations in the United Kingdom. His clients included IBM, the European Union, BT, the Department of Employment and COI. Norman Hart was for ten years the Director of the CAM Foundation (Communications Advertising and Marketing), the national examination and accreditation body for marketing communications studies and qualifications, and consultant editor of Marketing Week, Admap and PR Week. His involvement in education extended to lecturing at Ashridge, Sunridge Park, Durham University and London Business School, where he was course director in public relations. He was a Unilever marketing manager and MD of an advertising agency. He was also Chairman of IPRF (International Public Relations Foundation) and President of IAMA (Incorporated Advertising Management Association).