15% off all virtual courses booked before 31 July, plus an additional 15% off for members. Valid on courses delivered from now until 30 September 2022. Use code DISCOUNT15. T&Cs apply.



Marketing communications, whatever the media used, cost time and money. This workshop will show you how a well thought-through communications plan ensures your resources are used effectively and efficiently and how all the tools, techniques and media work together to drive the customer journey. We will show you how to achieve the optimal balance of brand building with sales activation in your campaigns and demonstrate the power of collaboration, amplification and a ‘No Dead Ends’ philosophy.

Who should attend?

You may have specialised in one communications discipline and now need to take an overview. Perhaps you have moved to a managerial role and now need to create your first plan. Or maybe you have been planning communications for some time and simply want to reflect on your approach and gain some fresh ideas, robust tools and templates.

Learning outcomes

  • Understand why fragmentation of media channels requires an integrated approach to communications planning
  • How to use a proven, simple, six-stage approach to IMC planning
  • Set organisational (business), marketing and communications objectives that work together and can be measured
  • An understanding of how integrated communications can drive behaviour change
  • How your audiences perceive value and how this can be used to shape your value proposition
  • Use your value proposition to determine positioning and messaging
  • Create and translate a communications goal and tasks into a powerful IMC planning brief
  • Select communications tools and media based on their merits, your objectives and your constraints (such as budget)
  • Measure the performance of your integrated marketing communications using outcome metrics and ROI criteria

Course Dates

Start Date Duration Location
07 Jul 2022 1d Virtual
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21 Sep 2022 1d Virtual
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14 Nov 2022 1d Virtual
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Course Director

Vanessa Moon

Vanessa has over 28 years’ experience in product and brand management, insight and communications. Her reputation has been built across a variety of agency and client roles and longstanding project, training and consultancy work that includes clients such as Tesco, Xerox, Tfl, Barclaycard, Taylors of Harrogate, Yorkshire Tea, Asda, Avon, BBC Studios, Kraft, KP Snacks, Bacardi-Martini, Lloyds and Legal & General to name a few. She has trained and consulted international brands widely in regions such as EU, EMEA, Asia Pac, Latin and Central America and has held roles on several Marketing Excellence Councils. She is a popular guest speaker and facilitator and is consistently recognised as engaging and inspiring - with the knack of simplifying training tools and templates in ways that make them relevant and easy to implement for the business. Vanessa encourages marketing with social purpose.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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