Developing an Integrated Marketing Communications Strategy for Services
Simply stated: A marketing strategy lives or dies in communication with the customer. In addition, there is a methodology to it—it is the culmination of all of the marketing research and analysis you've done.
What you say, how you say it, how often you say it, the media channels you use to distribute your message, how you respond to complaints—all of this affects customers’ experiences with your brand.
In this course, you'll take a deep dive into integrated marketing communications, or IMC. You'll explore a process-based approach to designing creative communications using a variety of methods and media. Finally, you'll examine ways to assess the performance of an IMC campaign.
Who should take this course?
This course is ideal for hospitality marketing professionals responsible for market research; industry professionals interested in learning to gather and analyze marketing data; and marketing professionals who seek to enrich their expertise by revisiting the fundamentals and exploring the dynamic field of marketing from a new perspective.
Participants who complete this course will be able to...
- Identify communications objectives
- Use a process-based approach for planning and designing creative marketing communications
- Select the right integrated marketing communications methods and media
- Determine the success of marketing communications campaigns
- Robert Kwortnik, Ph.D., Associate Professor , School of Hotel Administration, Cornell SC Johnson College of Business
Estimated Hours to Complete Course: 6.0
About the School of Hotel Administration at the Cornell SC Johnson College of Business
The School of Hotel Administration at the Cornell SC Johnson College of Business is shaping the global knowledge base for hospitality management through leadership in education, research, and industry advancement. Accredited by the Association to Advance Collegiate Schools of Business (AACSB), the school provides management instruction in the full range of hospitality disciplines, educating the next generation of leaders in the world's largest industry. Founded in 1922 as the nation's first collegiate course of study in hospitality management, the Cornell School of Hotel Administration is recognized as the world leader in its field.