Course Presentations

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  1. Introduction
  2. Brands: Some History and Key Language/Definitions
  3. How Brands Work: The BrandScape
  4. "BrandScape" Additional Handouts
  5. Brand Architecture and Strategy
  6. IMC: An Introduction
  7. IMC Step1: Focus on the Audience
  8. IMC Step2: Develop Unique Value Proposition
  9. Value Overview
  10. IMC Step3: Set Concrete Objectives
  11. IMC Step4: Behavioral Timeline Planning
  12. IMC Step5: Media Strategy
  13. IMC Step5a: Media Selection
  14. IMC Step6: Design Message to Target Audience
  15. IMC: Step7 Budget (and review Step6)
  16. IMC Step 8: Measure Results and Iterate
  17. IMC: Legal and Ethical Issues
  18. IMC: Summary/Wrap-up -- Examples
  19. IMC Brand Management Tool Kit

 

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This site is for educational purposes and for the advancement of Business to Business Practices. © Ralph Oliva, 2003