Section 5: Distribution, Integrated Marketing Communication (IMC)

MOOC Summaries - Introduction to Marketing - Integrated Marketing Communication

Section 5: Distribution, Integrated Marketing Communication (IMC)

“Distribution … Direct and indirect access … Channel partners and Economics … Dynamics of Intermediation … Integrated Marketing Communication (IMC) … IMC Options, the AIDA Model, Push vs. Pull … Darren and Paul Discuss Takeaways … Instructor Wrap-up”
(Source)

Summaries

  • Consolidated Summary

Consolidated Summary

  • Discussion on the importance of distribution and how it has been disrupted by the internet and can be a competitive advantage.
  • Direct and indirect distribution and factors surrounding that decision.
  • Tools for building an integrated marketing communication plan.
  • The combination you choose and how you pull the levers, what effort you put in, time and money into what combination, will depend on what your marketing communication objectives are.
  • Case study: Dove soap’s revolutionary campaign on the notion of beauty.
  • Using the AIDA model for a more effective campaign and how to use push (outbound) and pull (inbound) marketing.

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