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| Course Name: | Marketing 360 Degrees
| | Discipline: | Marketing and Sales Management | | Faculty: | IMMAP Teachers
| | Description: | In partnership with the Internet & Mobile Marketing Association of the Philippines (IMMAP)
Integrated marketing communications is the holistic approach to marketing where marketers employ communication elements to ensure consistency in their message and media utilization. Digital marketing explores what traditional media cannot provide and gives the entire communication process a more cohesive and interactive approach.
As a marketer, you will understand how to utilize Digital Marketing as a fundamental part of a marketing campaign. In the Digital Marketing Diploma Program's module Marketing 360 Degrees, you will analyze many case studies that made use of both traditional media and digital marketing. You will also learn how they can have a more massive communications campaign with a crossmedia approach.
You are expected to complete an integrated marketing plan leveraging on different traditional and digital channels.
The course starts on July 9, 2010, Friday, with an introductory face-to-face session at the Ateneo Graduate School of Business Amphitheater, Rockwell Drive, Makati City, from 8:30am - 12:30pm. The face-to-face session will be followed by a self-paced 2-week online course from July 10 – August 13, 2010. An integrating face-to-face session will close the module on August 12, Thursday, at the Ateneo Graduate School of Business Amphitheater, Rockwell Drive, Makati City, from 8:30am - 12:30pm. | | Schedules: | | | Objective: | After the course, you will:
- Recognize the forces the mobile and online forces that move the marketing environment;
- Be able to assess the social and economical impact of Digital Marketing communication campaigns; and
- Develop competitive strategies and plans for an integrated marketing communications plan with focus on Digital marketing channels.
| | Outline: | I. Re-visiting the integrated marketing framework
II. Which digital marketing tools work best with specific traditional media?
III. Local and international business cases
IV. Creating and implementing an integrated marketing plan within your organization |
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ATENEO de MANILA UNIVERSITY
ATENEO GRADUATE SCHOOL of BUSINESS
CENTER for CONTINUING EDUCATION
3rd Floor, Ateneo Professional Schools Bldg., 130 H.V. Dela Costa St., Salcedo Village, Makati City, Philippines 1200
Telephone Numbers: 830.2050, 840.1742 | Fax Numbers: 810.7809, 867.3824
Copyright (C) 2008 Ateneo De Manila University Ateneo Graduate School of Business Center for Continuing Education
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