Learn how to leverage the four types of brand and marketing integration—vertical, horizontal, external, and internal—to successfully reach all of your stakeholders.
Overview
Syllabus
Introduction
- The importance of integration
- How to define integration
- Reasons to invest in integration
- Four types of integration
- How to integrate vertically
- Relationship to brand and marketing
- How to create a vertical framework
- How to integrate horizontally
- Barriers to overcome
- Create an integration-driven organization
- External integration and the customer
- Use the decision journey
- Learn from world-class marketers
- How to create one brand
- Leverage employees
- Engage employees
- Cultural and process integration obstacles
- How to overcome these barriers
- Develop a process
Taught by
Dina Shapiro
