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.
Developing and Validating the Message
- Conduct a promotions opportunity analysis.
- Identify the appropriate audience and their needs in marketing communications.
- Create a promotional strategy.
- Develop strategies to integrate marketing and sales messages.
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.
- Identify the essential elements of a Message Map™.
- Describe the principles of Customer Message Management.
- Identify what motivates consumers to make purchasing decisions.
Marketing Communications Campaign and Ethics
- Determine marketing communications.
- Design an integrated marketing communications campaign.
- Evaluate marketing messages in terms of social responsibility and ethics.
What is Message Management?
- Explain the concept of Customer Message Management (CMM).
- Recognize the role of communication in developing a marketing plan.
- Determine ways to create an effective corporate image.
- Identify goals of integrated marketing communications (IMC).
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