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Professional Development Practicum (549-0-03)

Topic

Integrated Communications and Marketing—Collaborat

Meeting Info

Frances Searle Building 2370: Sa 2:00PM - 5:00PM

Overview of class

TOPIC: Integrated Communications and Marketing—Collaborating on outcomes that matter
Instructor: Elizabeth Kollross

Expectations for marketing and communications are morphing and evolving, but are always centered around authenticity, personalization, and seamless customer experience. But how do you get there? Integration doesn't happen by accident and unless communications and marketing are working from the same set of goals, activities don't create the full impact or outcomes possible. Speaking a common language and defining respective roles is a good starting point. Teams can then build a shared vision and plan to engage the right audiences at the right time, develop the narrative and stories that matter, and track effectiveness over time (or adjust the plan if something isn't working). This session will cover perspectives from both marketing and communications. It will also include case studies (good and bad) from real-world integrated campaigns.