Lynda - Brand and Marketing Integration

Size: 463 MB | Duration: 1h 4m | Video: AVC (.mp4) 1280x720 30fps | Audio: AAC 48KHz 2ch

Genre: eLearning | Level: Intermediate | Language: English

When the concept of marketing integration comes up, many people automatically think about external customer marketing; however, external approaches—advertising, social media, and event marketing, for example—are just one piece of the puzzle. In this course, Dina Shapiro shares a comprehensive brand and marketing integration approach that encompasses all external and internal stakeholders and touchpoints. Along with going over external marketing, Dina covers three other important types of integration: vertical, horizontal, and internal. She also explores common roadblocks and shows how to incorporate integration strategies into your own company.

Topics include:

* Thinking about integration more holistically

* Investing in integration

* Integrating vertically to align with purpose, mission, and values

* Creating a vertical framework

* Integrating horizontally

* Integrating externally across all marketing communications touchpoints

* Learning from world-class marketers

* Integrating internally across employee communications

* Creating one brand

* Leveraging and engaging employees

* Overcoming cultural and process integration obstacles