Integrated Marketing Communications (8.452)(2021)

Integrated Marketing Communications (8.452)

Demonstrate employability skills required by business and industry.

Formulate and apply the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.

Distinguish the tools, techniques, and systems that businesses use to analyze the effectiveness of marketing communications.

Develop a logical argument about the concepts and strategies needed to communicate information about products, services, images, and ideas to achieve a desired outcome.

Create and implement a fully integrated marketing campaign.

Investigate the tools, strategies, and systems needed to access, process, maintain, evaluate, and disseminate information to assist marketing information decision-making.

Analyze the concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers' perceptions of value.

Summarize the concepts and actions needed to determine client needs and wants and respond through planned, personalized communication that influences purchase decisions and enhances future business opportunities.

Differentiate the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome using social communications media.

Identify and interpret the importance of selling to the economy.

Explain how consumer behavior affects promotion and marketing communications.

Analyze and apply the steps needed for an effective sales presentation.

Describe the importance of utilizing follow-up techniques after the sale has been completed.

Apply the concepts and strategies needed to communicate information about products, services, images, and ideas to achieve a desired outcome using sales promotions.

Examine how related student organizations are integral parts of career and technology education courses through leadership development, school, and community service projects and competitive events.

Communicate effectively through writing, speaking, listening, reading, and interpersonal abilities.

Demonstrate creativity by asking challenging questions and applying innovative procedures and methods.

Model work readiness traits required for success in the workplace including integrity, honesty, accountability, punctuality, time management, and respect for diversity.

Apply the appropriate skill sets to be productive in a changing, technological, diverse workplace to be able to work independently and apply team work skills.

Present a professional image through appearance, behavior and language.

Explain business ethics in product/service management.

Identify consumer protection provisions of appropriate agencies.

Describe the use of technology in the product/service management function.

Describe services offered by the marketing-communications industry.

Generate marketing communications ideas.

Explain the nature of product extension in services marketing.

Recommend product offerings based on current trends.

Describe current issues and trends in marketing communications.

Obtain a basic understanding of analytics.

Recognize social media analytics and navigate the tools available.

Identify which metrics are important to track for social media marketing.

Describe what is comprised in a social media analytics plan.

Explain the importance and the steps of a social media audit.

Conduct a social media audit.

Explain the marketing communications development process.

Explain the use of product placement in media.

Repurpose content for use in multiple platforms.

Identify benefits of diversifying media.

Identify techniques to increase ad response time.

Explain reach and frequency and the concept of impression- based marketing.

Discuss the concepts of social engagement.

Describe referral programs that can be used to build brands and promote products.

Describe considerations in developing brand ambassadors.

Conduct a SWOT Analysis of a business to prepare for an integrated marketing campaign (IMC).

Describe the importance of integrated marketing communications.

Compose objectives for an integrated marketing campaign (IMC).

Integrate and plan marketing communications efforts.

Evaluate budget considerations for a marketing communications plan.

Identify the key performance indicators (KPI) and explain how to monitor an IMC.

Discuss the nature and types of sampling plans (e.g., who, how many, how chosen).

Compare and contrast different types of rating scales (e.g., Likert scales, semantic differential scales, behavior intention scales).

Evaluate questionnaire design (e.g., types of questions, question wording, routing, sequencing, length, and layout).

Conduct a market analysis (e.g., market size, area, potential).

Develop and administer a market research survey.

Analyze and present the results of a market research survey.

Monitor competitor's promotional efforts.

Track and list current trends in industry.

Describe the role of business ethics in pricing.

Discuss the role of various pricing strategies for promotions.

Research competitor's pricing.

Explain the use of technology in the pricing function.

Develop pricing models for products offered.

Determine profit margins.

Acquire knowledge of a potential client's products and brands.

Determine needs and wants of a client for a promotional campaign.

Calculate a budget and range of costs for a promotional campaign.

Develop a formal presentation of a promotion campaign for a business client.

Utilize persuasion tactics to promote ideas for marketing communications.

Present a marketing communications plan to a client.

Demonstrate use of audiovisual aides.

Compare and contrast various platforms for digital marketing.

Identify methods and sources available to measure effectiveness of digital marketing and social media.

Discuss considerations in using mobile technology for promotional activities including comparing the capabilities of Short Message Service (SMS) with Multi-media Message Service (MMS).

Describe the use of blogging for marketing communications.

Explain the use of Really Simple Syndication (RSS) feeds.

Describe mobile marketing tactics (e.g., geo-fencing).

Develop content for use in social media including formatting and placement sizing.

Explain how to effectively incorporate video into multimedia.

Explain considerations in developing viral marketing campaigns.

Identify strategies for attracting targeted audience to website.

Identify ways to provide value to an audience on social media.

Identify organic engagement tactics to build relationships with an audience on social media.

Utilize a creative brief to plan content for social media posts.

Develop a content calendar to strategize and plan for consistency in a campaign.

Implement a digital marketing campaign.

Explain how selling is an integral part of every major industry.

Distinguish between wholesale, retail, and professional sales (e.g., business to business selling, use of agents, use of manufacturing representatives).

Discuss traits of a successful salesperson.

Explore methods of incentives and compensation.

Explain the nature of sales forecasts.

Describe the use of technology, ecommerce, and digital marketing in the selling function.

Explain the amount of time required to sell a product (e.g., sales cycles).

Examine the increased importance of ecommerce.

Describe and provide examples of the consumer motivation process.

Explain types of consumer buying behaviors.

Identify influences on consumer buying behavior.

Examine applied advertising appeals.

Evaluate how social media and other technologies have impacted communications and consumer behaviors.

Explain the role of the conversion funnel in marketing.

Examine how digital promotions and mobile apps affect consumer behaviors.

Discuss how geofencing influences target marketing and consumer behavior.

Obtain customer and product knowledge needed for an effective presentation.

Incorporate prospecting techniques to develop a customer base.

Develop cold-calling skills to initiate customer contact.

Develop questioning techniques to identify customer needs and wants.

Identify and resolve customer questions and objections.

Demonstrate methods for closing the sale.

Articulate the importance associated with suggestive selling techniques.

Use feature-benefit selling for an effective sales presentation.

Utilize appropriate techniques when opening a sales presentation.

Explain ways to create effective virtual sales presentations.

Describe the importance of utilizing personal notes concerning sales follow-up.

Demonstrate an appropriate follow-up phone call.

Articulate the importance of obtaining positive customer referrals for future sales.

Identify voice of the customer (VOC) regarding sales process.

Illustrate ways to follow-up a virtual purchase.

Describe Customer Relationship Management (CRM) including loyalty and retention marketing.

Explain how businesses can use tradeshow/exposition participation to communicate with targeted audiences.

Explain how sales promotions are used in direct response marketing.

Collaborate in the design of collateral materials to promote frequency/loyalty marketing program.

Participate in the design of collateral materials to promote a special event.

Set up cross-promotions.

Plan and create visual displays.

Create promotional signage.

Explain the purpose, mission, objectives, motto, colors, official dress, and other distinguishing characteristics of DECA.

Explain how participation in DECA can promote lifelong responsibility for community service, professional growth, and development.

Explore the impact and opportunities DECA can develop to bring business and industry together with education in a positive working relationship through innovative leadership and career development programs.

Explore the local, state, and national opportunities available to students through participation in DECA including but not limited to conferences, competitions, community service, philanthropy, and other DECA activities.