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.
This undergraduate-level course is 5 weeks. This course is available to take individually or as part of a degree or certificate program. To enroll, speak with an Enrollment Advisor.

What is 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.

Message Maps™

  • 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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