Marketers need to communicate effectively with internal stakeholders and customers. This module from the Chartered Institute of Marketing Certificate in Professional Marketing provides the skills to assist in developing communications to build sustainable relationships.
Aims of the module
This module aims to enable understanding of the importance of effective internal and external communications in building sustainable relationships and delivering customer value. It provides the opportunity to recognise the importance of communications planning in delivering marketing solutions. It explains how the concept of product and brand management can enable organisations to deliver customer value. It outlines the components of the marketing communications mix and enables understanding of integrated marketing communications (IMC) planning.
The module content consists of:
- Building cross-functional relationships
- Harnessing resources to deliver effective marketing solutions
- Effective communications to deliver value to customers
- Product and brand management
- The marketing communications mix
Integrated marketing communications
A 12 page assignment, of three tasks, based on a given scenario and an organisation of choice.