Learning Outcome 1 The learner will: Understand the nature of the communications process and the concept of integrated marketing communications.

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1 Unit Title: Integrated Marketing Communications Guided Learning Hours: 210 Level: Level 6 Number of Credits: 25 Learning Outcome 1 The learner will: Understand the nature of the communications process and the concept of integrated. 1.1 Explain the nature of the communications process and how it influences the integrated Explain theories of communication, including communications process models Explain the benefits of truly integrated marketing communications. 1.2 Distinguish between tactical and strategic use of integrated marketing communications Describe the long-, medium- and short-term effects of different communications mix variables and how these can be integrated within a communications mix to achieve tactical and strategic objectives. 1.3 Evaluate internal and external marketing communications campaigns Explain multiple causation, time lags and other problems encountered in evaluation. Learning Outcome 2 The learner will: Know how to manage efficient procurement of marketing services and how external suppliers can achieve successful relationships with clients. 2.1 Create and make effective use of a communication brief Create a brief that captures the marketing value proposition Know how to use the brief as the key reference point and work with third party suppliers of marketing/marketing communications services, including research agencies. 2.2 Explain how to manage an agency selection process Critically assess criteria for evaluating proposals from potential suppliers.

2 2.2.2 Explain the process for agency selection. 2.3 Explain the critical success factors of key account management Explain how to manage and work with client accounts as a communication service provider, developing a strong business relationship. Learning Outcome 3 The learner will: Be able to plan, implement and evaluate an advertising campaign. 3.1 Set meaningful, relevant objectives for an advertising campaign Set objectives the DAGMAR framework (Defining Advertising Goals for Measuring Advertising Response). 3.2 Explain how to use targeting and evaluative frameworks to optimise communication efficiency Explain targeting and evaluative frameworks Target Group Index, socio-demographic tools e.g. ACORN Explain how to create advertising plans with optimal targeting efficiency. 3.3 Explain how to evaluate a campaign, using pre- and post-testing techniques Explain how to evaluate advertising: pre-testing and post-testing of advertising campaigns, the use of test marketing and laboratory tests e.g. portfolio tests, aided recall tests. Learning Outcome 4 The learner will: Understand how to manage and provide effective sales promotions services. 4.1 Explain and justify the role of sales promotions within the integrated Explain the specific role of sales promotions to meet tactical or strategic communications objectives. 4.2 Explain how to plan and manage sales promotions activity, ensuring optimal Know how to create a sales promotions programme Explain critical success factors for integrating sales promotions with the marketing

3 integration with the 4.3 Set meaningful, relevant objectives and evaluate sales promotions activities Set sales promotions objectives, aligned to the goals of the integrated campaign Explain how to evaluate sales promotions campaigns. Learning Outcome 5 The learner will: Know how to target individual customers by direct and digital marketing. 5.1 Explain how to create a direct marketing strategy and outline plan, with relevant objectives and measures Explain how to create a direct marketing strategy and develop an outline plan, aligned with the goals of the integrated campaign Cost programmes (cost/1000 etc.). Evaluate performance versus pre-defined objectives. 5.2 Justify the role of direct marketing and provide a clear rationale for the specific choice of media e.g. mobile phone, doordrop Understand the relevant applications of direct marketing, including direct response TV know its strengths and weaknesses Select specific media based on an understanding of their relevance to the target audience and communication effectiveness. 5.3 Explain how to create an effective digital marketing strategy Critically evaluate the new opportunities for brands created by the rapid growth of digital media Critically assess social media as a way for brands to develop positive word of mouth communication Explain how to evaluate digital marketing campaigns.

4 Learning Outcome 6 The learner will: Understand the role of public relations and know how to manage a successful campaign. 6.1 Explain clearly the role of public relations in managing business and political relationships, promoting products and services and crisis management Describe how to manage business and political relationships and lobby for influence Explain the role of public relations in promoting products and services Explain the role of public relations in crisis management. 6.2 Explain how to develop an effective plan and optimise integration of public relations activity with the rest of the Develop public relations strategies and tactics Integrate public relations with the rest of the 6.3 Explain how to set meaningful, relevant objectives and evaluate public relations activity Explain how to set measurable objectives for public relations activity. Learning Outcome 7 The learner will: Know how to promote effective integration of marketing and sales activity. 7.1 Explain the role of the sales function as a key element of the marketing Explain the nature of the sales function and its role within the marketing 7.2 Assess the importance and benefits of supportive integration of sales and marketing activity Explain the relationship between marketing and sales functions Critically assess the benefits of supportive integration of sales and marketing activity.

5 7.3 Explain the critical success factors of key account management in the sales function Explain the critical success factors for development and retention of key customers. Learning Outcome 8 The learner will: Understand the role of field marketing and know how to manage and provide effective field marketing programmes. 8.1 Critically assess the role of field marketing and how it can be integrated effectively within the marketing Critically assess the benefits and limitations of field marketing as an element of an integrated marketing 8.2 Explain how to develop a strategy and outline plan for field marketing Explain how to develop a strategy and outline plan for a field marketing programme. 8.3 Explain how to monitor, evaluate and control a field marketing programme Explain how to set measurable objectives for field marketing activity Explain how to monitor, evaluate and control a field marketing programme. Assessment: Assessment method: written examination (unless otherwise stated). Written examinations are of three hours duration. All learning outcomes will be assessed. Recommended Reading: Please refer to the Tuition Resources section of the Members Area of the ABE website ( for the recommended reading for this subject.

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