Marketing And Sales Message Management – com486 (3 credits)
This course focuses on bridging the gap between sales and marketing communications through the use of customer message management. Topics covered in this course include creating a sense of value for customers, the development of marketing communications campaigns, the integration of the sales cycle and marketing communications, the use of a single voice to customers across all selling touch-points, and the ethical considerations associated with customer message management.
Explain the concept of Customer Message Management (CMM).
Identify goals of integrated marketing communications (IMC).
Recognize the role of communication in developing a marketing plan.
Determine ways to create an effective corporate image.
Describe the principles of Customer Message Management.
Identify the essential elements of a Message Map™.
Identify what motivates consumers to make purchasing decisions.
Developing and Validating the Message
Develop strategies to integrate marketing and sales messages.
Identify the appropriate audience and their needs in marketing communications.
Conduct a promotions opportunity analysis.
Create a promotional strategy.
Integrating the Message Across the Enterprise
Identify the role of technology in creating integrated message materials.
Determine strategies for highlighting product marketing solutions.
Determine the factors that might influence the effectiveness of an advertising appeal.
Explain how message strategies affect the development and execution of an advertising campaign.
Marketing Communications Campaign and Ethics
Determine marketing communications.
Design an integrated marketing communications campaign.
Evaluate marketing messages in terms of social responsibility and ethics.
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