SME Masterclass: Integrated Marketing Communications

Course Overview

The SME Masterclass: Integrated Marketing Communications combines the academic foundations of integrated marketing communications (IMC) with hands-on digital marketing practice, for small and medium-sized enterprises (SMEs).

You will gain a comprehensive understanding of:

• what IMC means for an SME, and why consistency matters
• your buyer needs and motivations, and how rational and emotional appeals can work in communications
• methodologies to plan your communications, including SMART objectives and situational analysis
• paid, owned and earned media
• content marketing for social media.

This course will provide you with the tools you need to effectively run digital and integrated communications at an SME scale. You will gain a realistic understanding of budgeting and how to maximise your return on investment, as well as how to effectively target, manage, monitor and adjust your efforts.

You will practise using many of these tools during the course, so that you are able to implement these tactics within your business immediately.

The SME Masterclass: Integrated Marketing Communications course is ideal for SME owners, founders and managers who want to take their digital communication efforts to the next level to reach and engage their customers. This course is suitable for both business-to-business (B2B) and business-to-consumer (B2C) organisations.

This course will be particularly valuable if you:

• have no marketing plan and are looking for a clear place to start
• have formed a strategy and now want to learn how to communicate this
• want a better understanding of which digital channels to use, how to combine channels and how to measure performance.

You will leave the course with a digital communications framework which is ready to use within your own business. This course will be hosted online and you will learn through a blend of presentations, discussions, real examples and short practical exercises that you can apply to your business. A short reading exercise will be provided before the course.

As a learner on this course, you will study alongside fellow professionals wishing to enhance their knowledge in the subject area, giving you the opportunity to make connections with like-minded colleagues and network.

You will receive a Birkbeck certificate of participation upon completion of the course.

This course is non-credit bearing, so carries no credit points.