Marketing & Communication

Integrated Marketing Communications

Customers experience a brand through many channels, so messages must work together. This course covers integrated marketing communications: setting communication objectives, audience insight, big ideas, message consistency, channel planning across paid, owned and earned media, campaign management and evaluation.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Fragmented communications waste budget and confuse audiences. You will learn to plan campaigns where every channel reinforces the same idea.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Campaign planning workshops, creative brief writing, channel mix exercises and case studies.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Set communication objectives
Develop audience insight
Create campaign ideas and key messages
Plan paid, owned and earned channels
Coordinate campaign execution
Evaluate integrated campaigns

Target audience

Who should attend.

This course is suitable for:

Marketing communication managers
Brand managers
PR and digital managers
Agency account managers
Marketing executives

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Campaign planning
Insight development
Message consistency
Channel planning
Evaluation

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Integration

09:00–10:08What integration means
10:08–11:00Customer touchpoints
11:00–11:30Coffee break
11:30–11:45Customer touchpoints (continued)
11:45–12:53Case study
12:53–14:00Exercise

Day 2Objectives and Insight

09:00–10:08Communication objectives
10:08–11:00Audience insight
11:00–11:30Coffee break
11:30–11:45Audience insight (continued)
11:45–12:53Briefs
12:53–14:00Workshop

Day 3Ideas and Messages

09:00–10:08Big ideas
10:08–11:00Message architecture
11:00–11:30Coffee break
11:30–11:45Message architecture (continued)
11:45–12:53Creative briefs
12:53–14:00Exercise

Day 4Channels

09:00–10:08Paid, owned and earned
10:08–11:00Media planning basics
11:00–11:30Coffee break
11:30–11:45Media planning basics (continued)
11:45–12:53Timing
12:53–14:00Workshop

Day 5Execution and Evaluation

09:00–10:08Coordination
10:08–11:00Measurement
11:00–11:30Coffee break
11:30–11:45Measurement (continued)
11:45–12:53Learning
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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