American Management Association Seminars

Managing Your Marketing Communications Mix For Better Bottom-Line Results
Seminar No: 05280 -XNBB
CEU Credits: 1.8
Length: 3 days

Make the most of your media dollars.

This totally updated seminar will show you how to achieve the bottom-line results you're looking for in your marketing efforts. You'll walk away with the actual groundwork for your own marketing communications plan--complete with specific objectives--that you can implement back on the job.

Marketing communications managers, product and brand managers, marketing directors and managers, advertising directors and managers.

How You Will Benefit:

  • Effectively manage a complete marketing communications program, including customer retention efforts
  • Create the perception of product leadership
  • Identify the most profitable market segments to target
  • Optimize the cost/value relationship in all areas of your marketing communications mix
  • Construct revenue-generating strategies that gain management support

What You Will Cover:

  • Understanding marketing communications: The marketing process...the elements of a marketing to plan, control and evaluate a marketing communications strategy
  • Pinpointing your communication goals: Budgeting...winning management support
  • Determining your optimum strategy: Marketing communications choices...ROI
  • Maximizing the value of direct selling through a targeted communications event: The role of direct response vehicles...combining mass media and targeted marketing into a unified marketing plan
  • Evaluating the effectiveness of your strategy: Testing your messages, offers and media chosen...using an integrated database management system

Extended/Detailed Seminar Outline

Learning Objectives

  • Effectively Manage a Complete Marketing Communications Program, Including Customer Retention Efforts
  • Create the Perception of Product Leadership
  • Identify the Most Profitable Market Segments to Target
  • Optimize the Cost/Value Relationship in All Areas of Your Marketing Communications Mix
  • Construct Revenue-Generating Strategies That Gain Management Support
Research-Proving What We Know to Be True
  • Look at the Five Major Forms of Communications Research
  • Understand the Variable Factors Impacting Communications Effectiveness
  • Define the Criteria for Successful Research Studies
  • Develop an Appreciation for the "Soft" Issues in Creative Evaluation
  • The Forty Creative Concepts We Can Prove to Be True
Managing Your Marketing Communications Mix
  • Create an Awareness of How Communications Systems Work and the Evolutions Which Are Taking Place
  • Develop a Comprehension of the Integrated Marketing Communications (IMC) Process
  • Facilitate a Group Consensus on the Primary Advantages/Disadvantages of the Communications Mix Elements
  • Present a Centrist Point-of-View on the Sequencing of the Communications Mix
  • Challenge the Perceptions of Whether Marketing Communications Is a Cost or an Investment
The Five Imperatives for Controlling a Marketing Communications Process
  • Understanding What Is the Right Information Necessary to Drive the Planning and Analysis of the Marketing Communications Planning, Implementation and Measurement
  • Organizing the Marketing Communications Function to Ensure the Proper Resources to Accomplish the Processes and Procedures to Be Set Out
  • How to Prepare the Annual Planning Input and the Major Program Initiatives
  • Overseeing the Proper Methodology for Preparing the Budget and Then Defending It to Management
  • Working with Your Agencies to Ensure Optimum Support for the Money
Media Planning, Buying and Analysis-and the New Technologies
  • Public Relations
  • Sales Promotion
  • Data-Driven Marketing

Start and End times: first day - 8:30am-5pm, all other days 9am-5pm unless otherwise specified. Your registration confirmation notice will confirm the hotel/conference center for the seminar for which you registered. The information included on this page is all the information available on this seminar. Please use form below to register only. To request information that is not included above please send an email to . Remember to specify the complete seminar number about which you are requesting information.

For information about bringing a course to your site please call 919-480-2550 or email the registry at .

If this course or the dates/locations below do not have what you are looking for, then click here and we will find it for you right away. It will save you a lot of time and energy finding it yourself.

** Online Registration & Fee Information ** Please use form below to register only. To request information that is not included above please send an email to . Remember to specify the complete seminar number about which you are requesting information.

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After submitting your online registration you will receive registration confirmation and invoice within 7-10 business days. You may pay by credit card or check. Confirmation information will also include location and other pertinent course information.
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Note: Prices are subject to change without notice. To confirm the price of your session, select the session above and click “Send”. Discounts apply for groups of three or more people. Call for details. Federal government employees are eligible for special GSA pricing for many seminars.

AMA's main conference centers
Seminars scheduled for the cities below are held at the locations listed below. For location information for other cities in which AMA seminars are held please call or email for information.

New York
AMA executive Conference Center
1601 Broadway New York, NY 10019
American Management Association (Located in the same building as the Crowne Plaza Hotel) 1601 Broadway On Broadway and 48th Street near Times Square. Entrance is on 48th Street.

AMA executive Conference Center (adjacent to the Marroitt O'Hare)
8655 west higgins rd
Chicago, IL 60631

San Francisco
AMA executive Conference Center is located in San Francisco Marriott Hotel
55 Fourth Street 2nd Level
San Francisco, CA 94103

AMA Executive Conference Center
Address: 1170 Peachtree Street Ne Cnr Peachtree & 14th (3rd Flr)
City, State, Zip: Atlanta, GA 30309

Washington, DC
Arlington, Virginia
2345 Crystal Drive, Suite 200
Arlington, VA 22202

If you are not paying via credit card, you will receive an invoice with payment instructions.

Cancellation Policy:
If you cannot attend a seminar you can contact AMA in advance to transfer to a future session, or you can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply email us at . If you cancel with less than three weeks’ advance notice, you will be liable for the entire seminar fee. Once your payment has been received, you may request a courtesy transfer to use at any future AMA seminar of equal or lesser length. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed and do not contact AMA to cancel in advance, you will be charged the entire seminar fee.

AMA grants courtesy transfers to people who cannot attend their scheduled sessions. You can use a courtesy transfer for any seminar of equal or lesser length than the original seminar. You must use your courtesy transfer within one year of the date of your originally scheduled seminar.

AMA guarantees the quality of our seminars. If, for any reason, you are not satisfied with a seminar for which you have paid, AMA will give you credit toward another seminar of comparable price or will refund your fee.

You can also register by emailing your registration information to us at or calling us at 919-480-2550.

For additional information and schedules call 919-847-0331.

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