Brand and Marketing Integration

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: Define horizontal integration. Determine where to place marketing objectives within a vertical integration framework. Recognize how a customer decision journey map can improve marketing efforts. Recall the meaning of one brand as it relates to brand experience and marketing communication. Identify the benefits of sharing the change story with employees. Review the steps involved in developing a process for integration.