Developing an Integrated Marketing Communications Strategy for Services

COURSE ID: SHA526

Course Overview

It’s hard to overstate: A marketing strategy lives or dies in communication with the customer. And there’s a methodology to it—it is the culmination of all of the marketing research and analysis you've done. 

What you say, how you say it, how often you say it, the media channels you use to distribute your message, how you respond to complaints—all of this affects customers’ experiences with your brand. 

In this course, you'll take a deep dive into integrated marketing communications, or IMC. You'll explore a process-based approach to designing creative communications using a variety of methods and media. Finally, you'll examine ways to assess the performance of an IMC campaign.

  • Services marketing and operations professionals 
  • Industry professionals interested in learning to gather and analyze services marketing data and develop a services marketing communications campaign
  • Services marketing managers and professionals who interact with customers and market data
  • Product marketing professionals transitioning into a marketing role in service-centric firms