Developing integrated marketing campaign for impact and results

Marketing Institute of Singapore - Executive Development

Course introduction

Findings have shown that successful B2B companies had strong alignment between their marketing communications and business goals. They had increasingly integrating digital with traditional marketing campaigns and communicating across channels for on-going customer engagement and value.
Integrated marketing campaign (IMC) needs to be planned and executed with a measurable goal. With a proper IMC plan, companies will have better insights about their businesses, customers, market situations, and be able to drive relevant campaigns that resonate with their target markets. This workshop walks you through the steps of reviewing the existing campaigns, analysing gaps for campaign effectiveness, and developing an effective marketing campaigns plan in today’s multichannel driven world.

Course Benefits

  • Awareness of the trends of marketing campaigns in a competitive environment.
  • Link your marketing campaigns with marketing objectives and communication strategy.
  • Review and adopt marketing campaigns for customer value and returns on investment.
  • Internalize the process of developing an effective marketing campaign plan.

Course Outline

  • Understand the process of creating the integrated marketing campaigns.
  • Identify market segments and assess market situations and industry trends.
  • Align marketing campaigns with the marketing communication strategies and marketing objectives.
  • Integrate digital and traditional marketing campaigns for customer value, impact and influence.
  • Develop an integrated marketing campaigns to maximize the impact 
  • On-going monitoring and reporting of the effectiveness of marketing campaigns.
  • Evaluate marketing campaigns value creation, financial justification and the return on investment.

Available Course Sessions

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Trainer Profile

Cecilia Sim

Cecilia Sim is highly enthusiastic and motivated in facilitating participants to uncover and develop their personal and professional potentials. She includes gap analysis training methodology and walks the participants through self-discovery process to review past and existing workplace experiences, highlight necessary changes and revitalise next action steps for personal development and better results.

Cecilia is a bilingual facilitator who conducts programs according to learners and organisational background, needs and requirements. She has strong people skills and cross-border experiences to work with participants across different industries and cultures in the region. Her 20 years of extensive industry experiences came from her previous roles as Trainer/Facilitator, Sales Consultant, Assistant Director, and General Managers in various industries ranging from information technology, education, membership and management consulting. Her past corporate sales and marketing experiences include sales support for information systems, promotion of high profile memberships for MNC, SMEs and startup in many fields. She was responsible for portfolio repositioning, change management, sales results and performance of her team and organisation in her previous positions.

Her key competencies include corporate training, course development, and management consultancy services in the areas of sales and marketing, communication, customer services, supervisory management and mentoring.

Among many others, Cecilia's corporate clients include Ascendas Services Pte Ltd, Chemipac Marketing Services, Koda Ltd, ComfortDelGro Rent-A-Car Pte Ltd, Premier Rent a car, Diethelm Singapore Pte Ltd, Nike, Inc, MTU Asia, Kennametal Pte Ltd, American Express Singapore, Sime Darby Singapore Ltd, Spa Esprit, Applied Materials, SL Global Pte Ltd, Yung Wah Ind Co (Pte) Ltd, YHI Corp (Singapore) Pte Ltd, Chubb Singapore Pte Ltd, City Development Limited, Goodwood Park Hotel, York Hotel, PSC Group Limited, Singapore Food Industries Ltd, People's Association, WDA, Ministry of Education, Ministry of Defense, Singapore Police Force, People's Association, SAFRA. Her participants include organisations from Indonesia, Malaysia, Thailand, Vietnam, India, Pakistan, Australia, China and Hong Kong.

She holds a Master of Business Administration from University of Adelaide, Australia, Bachelor of Business Administration (Honor, major in Management Information System) from Northeastern University, Boston, USA. She also holds an Advanced Certificate in Training and Assessment (ACTA), WSQ. She is also a certified trainer for Service Professional (CSP) and GEMS.