Brand Management: Integrated Marketing

Audience

The target audience for this series is brand managers product managers and marketing personnel who wish to learn to interpret the potential affects of various brand strategies and tactics and assess the value of any type of brand.

Objective

• Identify the benefits of integrated branding.
• Identify the process for strengthening a shallow brand.
• Develop an integrated brand.
• Implement an integrated brand.
• Relate driver components to brand extensions.
• Align marketing media with brand.
• Sequence the steps of completing a marketing audit.
• Identify the steps of the budgeting process.

Topics Include

Unit 1: Integrated Brand Communication

• Identify the benefits of integrated branding.
• Classify integrated marketing terms.
• Choose the differences between integrated and regular branding and marketing.
• Select the steps for identifying an integrated brand.
• Identify the process for strengthening a shallow brand.
• Identify the tools for integrating your brand through your organization.
• Simulation Overview:
• You are an employee of ''Happy Hill '' an Icon-owned amusement park. In this simulation you will meet with Susan Darnell the newly appointed Director of Online Commerce to brief her on the integrated branding strategy the company implemented three years ago. Happy Hill is preparing to expand into online commerce and it is important that it fit into the integrated branding scheme of the company. As the Director of Marketing you must explain the steps you took to create an implemented brand explain why it was important to do so and encourage Susan to comply with that strategy as she leads the online commerce effort.

Unit 2: Brand Driven Marketing

• Identify the three parts of an organization that should be aligned through an integrated brand proposal.
• Select ways to educate employees on the integrated brand.
• Identify which driver components have the greatest effect on the internal and external brand.
• Relate driver components to brand extensions.
• Given a situation identify the forms of marketing media being used.
• Align marketing media with brand.
• Simulation Overview:
• In this simulation you will meet with Laura Dennis Online Marketing Coordinator and Jeremy Guererro Brand Marketing Coordinator. All three of you are employed by Affectionate Impressions a division of Icon that creates greeting cards and gift items. Affectionate Impressions has diversified its product offerings in recent years and has even begun conducting online marketing and commerce in the form of electronic greeting cards. It is a company with a well-known name and a long history but it has decided to integrate its brand. As the Director of Marketing you must explain why all the elements of an organization need to be aligned when planning to integrate a brand and discuss how to educate other employees about the changes that will take place with brand integration. You should also make sure Laura and Jeremy understand which driver components are the most powerful and make the connection between driver components and brand extensions.

Unit 3: Managing Your Brand Internally

• Given an example correctly identify which type of manager is being described.
• Sequence the steps of completing a marketing audit.
• Identify the steps for conducting a marketing audit.
• Identify reasons for conducting a marketing audit.
• Identify the steps of the budgeting process.
• Identify reasons for completing the budgeting process.
• Based on a description identify the type of analysis being completed.
• Choose the options available after completing an analysis.
• Simulation Overview:
• You are an employee of Sukey's Old-Fashioned Down-Home Burgers-n-Taters an Icon-owned chain of fast food restaurants. It's vision is to deliver fast service excellent opportunities for employees and to surpass the operational expectations of customers. As the Vice President of Strategic Planning you must meet with Anita Cobb Market Manager and Don Hamilton Product Manager to discuss their management of the market structures they oversee the brand teams they lead and the resources they use. Specifically you must walk them through the steps of conducting a marketing audit and explain the reasons for doing so. You must also walk them through the steps of completing the budgeting process and explain the methods for doing so.

Duration

4

Minimum Requirements

The CDROM version of this course requires:

• At least a 486DX 33Mhz CPU.
• Microsoft Windows 3.1 or higher and a Microsoft compatible mouse.
• At least 8MB RAM.
• At least VGA graphics capability with a minimum 512K video RAM (1MB video RAM recommended).
• At least a double speed CDROM drive.
• An MPC compliant sound card with attached speakers or headphones is recommended (Currently only the CDROM version supports audio).

• At least a 486DX 33Mhz CPU.
• Microsoft Windows 3.1 or higher and a Microsoft compatible mouse.
• At least 8MB RAM and 22MB available hard disk space or file server space.
• At least VGA graphics capability with a minimum 512K video RAM (1MB video RAM recommended).

Media

CDROM