Overview

Next intake: TBC

Starting in 2013

Applications are open year round and applications for any given intake will be accepted up to four weeks before beginning the course. The application process is the same for all our qualifications (including the MSc programmes) and successful applicants will be eligible to start any of the courses they qualify for providing the start date falls within 18 months of receiving the official offer letter. Speculative applications are welcome.

Contact training@econsultancy.com for an application form, along with full details of the content and timetable. 

Cost: £2450 (+ VAT).  

Description

Planning and executing integrated marketing communication (IMC) campaigns presents a number of challenges, both in terms of effective management and overcoming technical and organisational barriers.

This certificate programme will equip participants with a thorough understanding of the range of marketing channels available, both on and offline, and how to select the most appropriate channels given their organisational objectives and customer needs. Practical assignments will help them develop an awareness of the possible technical and organisational issues which may become barriers to effective IMC and provide a range of tools and models with which to manage these effectively. Participants will graduate with practical experience of planning and implementing a campaign, testing their approaches, quantifying outcomes and measuring success.

The course is taught over two modules (12 weeks each) and assessed via two written assignments. All training and tutorial days will be held in Manchester.

Learning outcomes

Module one: Integrated marketing channels 

Upon completion of the module participants will;

  • Understand current marketing theory on why IMC improves marketing impact

  • Identify what management information is necessary to develop IMC plans and the role of different analytics tools to measure marketing impact

  • Identify appropriate online and offline marketing channels to achieve different marketing objectives

  • Understand IMC plan development to achieve given marketing objectives

  • Understand the basic issues and barriers involved in implementing an IMC plan and be able to use a range of techniques to overcome them

Module two: Integrated marketing management and measurement

Upon completion of the module participants will;

  • Identify organisational and technical issues and barriers involved in implementing IMC plans

  • Understand key management, research, data capture and data management tools available to help implement and manage IMC plans

  • Develop a customer journey map and use it in the development of an integrated customer contact strategy

  • Identify appropriate research and data capture/management processes to quantify IMC outcomes

  • Understand how IMC plans can be adapted to fit within existing organisational and technical constraints

For further info about the topics covered, please email masters@econsultancy.com for a full programme and application form

 

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Trainer

Martin_Wright.png

Martin Wright

Martin Wright Associates

Martin has over 20 years experience as a successful Marketing Consultant and practitioner.  He has been Marketing Director of HPI a subsidiary of Norwich Union (Aviva), Travelscope, then the UKs leading provider of world-wide escorted tours and I Want One of Those.com, a leading UK online gadgets retailer.  He has also been Head of Marketing for RIAS, a top 10-general insurance company.

He has provided marketing consultancy to some of the UKs leading corporations including CISCO, Experian, RBS, Clarks Shoes and NatWest.   He has written widely on Customer Contact Strategy, Customer Journey Mapping, Direct Marketing and Marketing Analytics and he has been retained by major corporations including Weight Watchers Europe, Lloyds Bank International and Novartis Consumer Health Europe to deliver in house marketing training and mentoring.