VWP

This course provides an overview of promotional management within the framework of integrated marketing communication (IMC), including advertising, public relations, sales promotion, personal selling, direct marketing, trade show marketing, digital marketing, AI marketing, user-generated content, content marketing, influencer marketing, visual merchandising, and guerilla marketing. The course will also examine the process by which promotional or integrated marketing communications programs are p...

This presentation provides an overview of the fundamental concepts and principles of promotional management and integrated marketing communication, including brand identity, emerging trends in IMC, impact of AI on IMC, brand messaging, cultural and linguistic challenges, adapting to technological changes, global perspectives, sustainability and social responsibility, augmented & virtual reality, data analysis and insights, predictive analytics, and content creation & optimization.

This course provides an overview of promotional management within the framework of integrated marketing communication (IMC), including advertising, public relations, sales promotion, personal selling, direct marketing, trade show marketing, digital marketing, AI marketing, user-generated content, content marketing, influencer marketing, visual merchandising, and guerilla marketing. The course will also examine the process by which promotional or integrated marketing communications programs are p...

An overview of various concepts of ethics and social responsibility in marketing, including ethical guidelines, and ethical principles.

An overview of how a strategic plan is developed to effectively manage a crisis or high-risk situations, including corporate risk communication, national risk communication, public health risk communication, strategic risk communication plan, and reputation management.

An overview of various ways the 7ps framework influences the development of effective IMC campaigns, including product strategies, pricing strategies, promotion strategies, place or distribution strategies, people strategies, process strategies, physical evidence, product development & management, product life cycle management, and product portfolio.

An overview of various ways branding influences the development of effective IMC campaigns, including brand identity, brand equity, visual elements, brand image, brand positioning, unique value proposition, unique selling proposition, corporate branding, product branding, personal branding, cause branding, social branding, co-branding, brand extension, brand stretching, brand architecture, and brand strategy.

An overview of various ways consumer behavior influences the development of effective IMC campaigns, including consumer decision process, types of information search, consumer involvement, influences on buying behaviors, types of buying behaviors, identifying purchase options, pre-purchase evaluation criteria, new production adoption, and reducing post-purchase dissonance.

An overview of various persuasion strategies used in IMC campaigns, including slice of life strategy, fantasy and adventure, informative strategy, testimonial strategy, celebrity appeal, bandwagon or majority belief, expert endorsements or scientific evidence, glittering generalities, poisoning the well, intensifiers, hyperbole, rhetorical questions, association principle or emotional transfer, snob appeal or status appeal, humor appeal, fear appeal, appeal to tradition or nostalgia, card stacki...

An overview of various methods and processes used in measuring the effectiveness of IMC campaigns, including message testing, concept testing, copy testing, quality of outputs, quality of outcomes, key performance indicators, sentiment analysis, geo-location analysis, and marketing mix modeling.