Unified Brand Voice: Integrated Media & Communication Strategy

Unified Brand Voice: Integrated Media & Communication Strategy

Location

MST 1011

Duration

Online / In-class

5 Days

Contact with our Team

Sector:

Marketing & Communications

Technical Focus Area:

AI-Driven Digital Marketing & Automation

About the Course

In an environment where audiences are fragmented and channels are multiplying, organizations need clear, integrated marketing communications to stand out and drive results. This course gives participants a solid grounding in the role of promotion within the marketing mix and shows how advertising, PR, sales promotion, personal selling, and events can be orchestrated into a powerful IMC program. Through case studies and group exercises, participants will learn how to move from situational analysis and SWOT to clear objectives, strong positioning, and focused campaign strategies.

The program also emphasizes the practical side of media planning and execution. Participants explore how to create events that build brand exposure, brief and work with agencies, and develop creative messages that resonate with specific target markets. They will examine both traditional and digital marketing tools, including social media, email, mobile, and online advertising, and learn how to integrate them into cohesive campaigns that follow the customer journey.

Finally, the course highlights measurement and optimization. Participants will learn how to set communication objectives, define KPIs, and use website analytics and other metrics to monitor performance and improve ROI over time. By combining strategic frameworks with hands-on workshops, the program equips professionals with the skills and confidence to design and manage campaigns that are aligned, creative, and commercially effective.

Learning Milestones

By the end of this course, participants will be able to:
- Describe the field of marketing communications and define what marketing communication is in practice.
- Explain the role of promotion within the marketing mix and the characteristics of successful campaigns (online and offline).
- Apply event concepts and strategies to enhance brand visibility and corporate image.
- Identify the principles of Integrated Marketing Communications (IMC) and describe the marketing communication process.
- Conduct basic situational and SWOT analyses to inform marketing communication strategies.
- Develop clear marketing communication and message objectives for specific campaigns.
- Recognize and apply appropriate media planning tools, including digital and traditional channels, to reach target audiences.
- Use social media tactics and other modern trends to increase campaign effectiveness and ROI.
- Plan, implement, monitor, and evaluate marketing communication campaigns, adjusting strategies based on performance data.

Professional Audience

- Professionals in marketing, communications, advertising, public relations, HR, and sales
- Business development professionals needing up-to-date marketing strategy and communication knowledge
- Employees in large corporations, government agencies, and small businesses involved in promotion and campaigns
- Consultants and advisors who support clients in marketing communication and campaign planning
- Anyone who wants to develop their skills and expertise in marketing communication and media planning

Modular Syllabus

Promotion and the Marketing Mix

- Overview of the marketing mix and where promotion fits
- The role of promotion in building awareness, interest, desire, and action
- Elements of the promotional mix: advertising, personal selling, PR, sales promotion
- Strengths and limitations of each promotional tool
- Promotional mix strategies throughout the Product Life Cycle (PLC)
- Aligning promotional activities with brand positioning and target segments
- Introduction to integrated planning across channels
- Activity/workshop: Map the promotional mix for a real brand across the PLC

Event Management and Brand Exposure

- Event creation as a strategic marketing communication tool
- Key elements of event design (objectives, audience, format, message, experience)
- Event planning and execution: timelines, logistics, and roles
- Implementing effective event elements that drive engagement and memorability
- Event checklists and risk management considerations
- Linking events to broader IMC campaigns and brand strategies
- Measuring event success and follow-up activities
- Exercise: Design a simple brand-building event concept and checklist

Launching an Advertising and IMC Campaign

- Defining marketing communication objectives (awareness, preference, action, loyalty)
- Characteristics of a successful advertising and communication campaign
- Steps in creating an advertising campaign: from brief to execution
- The IMC Plan Model: situational analysis and SWOT as foundations
- Setting marketing communication and message objectives
- Choosing marketing communication strategies and building the communication mix
- Budgeting for marketing communications and allocating resources
- The role of advertising agencies, characteristics of an ideal agency, and key questions to ask
- Team workshop: Draft a mini IMC plan and outline a comprehensive MARCOM campaign

Creative Strategy Within Promotional Campaigns

- Evaluating brand strengths and weaknesses to inform communication strategy
- Clearly defining brand and product positioning in the market
- Identifying and profiling the target market for communication efforts
- Choosing strong, relevant campaign messages and themes
- Evaluating and refining creative briefs for clarity and impact
- Aligning creative execution with strategy, positioning, and target audience insight
- Agreeing on final strategy copy and creative direction with stakeholders and agencies
- Group activity: Review and improve a sample creative brief and message proposal

Digital Marketing Campaign Strategies and Measurement

- Traditional vs. digital marketing: differences, overlaps, and integration points
- Overview of key digital marketing tools and channels:
- Facebook, Twitter, LinkedIn, Google+
- Email marketing and marketing automation
- Mobile marketing and SMS
- Online and display marketing, media buying
- Pay-Per-Click (PPC) and social media marketing
- Setting up and managing a digital marketing campaign within an IMC framework
- Media planning basics for digital channels: reach, frequency, and targeting
- Website analytics: measuring digital marketing effectiveness and user behavior
- Using metrics and insights to optimize ongoing campaigns and improve ROI
- Capstone: Design a simple cross-channel campaign integrating traditional and digital tools, including key KPIs

Course Dates & Prices

Location	Starting Date	Price
Dubai (UAE)	29/12/2025	2999 $
Online	05/01/2026	2299 $
Online	05/01/2026	2299 $
Dubai (UAE)	12/01/2026	2749 $
Dubai (UAE)	12/01/2026	2999$
Cairo (Egypt)	19/01/2026	2749 $
Online	19/01/2026	2299 $
Online	26/01/2026	2299 $
Muscat (Oman)	29/01/2026	2999 $
Dubai (UAE)	02/02/2026	2999 $
Muscat (Oman)	16/02/2026	2999 $
Online	16/02/2026	2299 $
Online	23/02/2026	2299 $
Dubai (UAE)	23/02/2026	2999 $
Online	02/03/2026	2299 $
Online	09/03/2026	2299 $
London (UK)	09/03/2026	3499 $
Dubai (UAE)	09/03/2026	2999$
Online	16/03/2026	2299 $
Istanbul (Turkey)	16/03/2026	2999 $
Dubai (UAE)	16/03/2026	2999 $
Online	23/03/2026	2299 $
Kuala Lumpur (Malaysia)	23/03/2026	4099$
Doha (Qatar)	23/03/2026	2999 $
Kuala Lumpur (Malaysia)	30/03/2026	4199$
Online	30/03/2026	2299 $
Dubai (UAE)	06/04/2026	2999$
Istanbul	06/04/2026	2749 $
Online	06/04/2026	2299 $
Dubai (UAE)	13/04/2026	2999$
Cairo (Egypt)	13/04/2026	2749 $
Online	20/04/2026	2299 $
Dubai (UAE)	27/04/2026	2999$
Online	27/04/2026	2299 $
London (UK)	27/04/2026	3499 $
Istanbul (Turkey)	04/05/2026	2749 $
Dubai (UAE)	04/05/2026	2999$
Kuala Lumpur (Malaysia)	11/05/2026	4099$
Online	11/05/2026	2299 $
Doha (Qatar)	11/05/2026	2999 $

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