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.
Evaluate marketing messages in terms of social responsibility and ethics.
Design an integrated marketing communications campaign.
Determine marketing communications.
Integrating the Message Across the Enterprise
Explain how message strategies affect the development and execution of an advertising campaign.
Determine the factors that might influence the effectiveness of an advertising appeal.
Determine strategies for highlighting product marketing solutions.
Identify the role of technology in creating integrated message materials.
Developing and Validating the Message
Create a promotional strategy.
Conduct a promotions opportunity analysis.
Identify the appropriate audience and their needs in marketing communications.
Develop strategies to integrate marketing and sales messages.
Identify what motivates consumers to make purchasing decisions.
Identify the essential elements of a Message Map™.
Describe the principles of Customer Message Management.
What is Message Management?
Determine ways to create an effective corporate image.
Recognize the role of communication in developing a marketing plan.
Identify goals of integrated marketing communications (IMC).
Explain the concept of Customer Message Management (CMM).
The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Advisor.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.