4th International Workshop on

Innovative Marketing Communications (IMC-4):

Promoting and Selling Training and Services in a Competitive Global Market
Website:

www.kult-educ.org/wksp/imc-4
Cairo, EGYPT: February 5 11, 2005

Workshop Objectives, Proposed Agenda and Working Procedures Session: 1-2

a presentation by:

Prof. Ibrahim Hegazy

A Collaborative Activity Organized by: SPAAC/Human Empowerment Center (HEC) Institute of Management Development (IMD)/American University in Cairo (AUC) in collaboration with the International Society for Improving Training Quality (isitQ) Dr. Ibrahim Hegazy, AUC

Workshop Objectives Proposed Agenda Working Procedures

Dr. Ibrahim A. Hegazy Chairman, Management Department Associate Marketing Professor American University in Cairo February 2005

Session 1-2

Session Content
1. 2. 3. 4. 5. 6. Defining IMC The IMC Mix The IMC Plan The Workshop Objectives The Workshop Agenda The Workshop Working Procedures
Dr. Ibrahim Hegazy, AUC 3

IMC is the development of an Integrated

(1) Integrated Marketing Communications

Comprehensive Marketing Communication (Promotion) Plan that links the marketing function with the communication function to deliver Effective Marketing Messages capable of (1) informing, (2) convincing and (3) persuading people to buy.

Dr. Ibrahim Hegazy, AUC

IMC continued
IMC makes use of such Promotion Elements
as (1) Advertising, (2) Sales Promotion, (3) Public Relations, (4) Publicity, (5) Direct Marketing, (6) Networking, (7) Personal Selling, and other non-conventional elements like (8) On-line communications to develop

and deliver clear, consistent, and impact-full communications capable of informing, convincing, and persuading customers to buy.
Dr. Ibrahim Hegazy, AUC

(2) The Integrated Marketing Communication MIX

Advertising Direct Marketing Sales Promotion Public Relations

Publicity

Personal Selling Cybber Marketing Internet Marketing

Dr. Ibrahim Hegazy, AUC

(3) The Integrated Marketing Communications Plan

The Executive Summary I. The Marketing Communications Situation Analysis A. Company & Product History B. Product Evaluation C. Consumer Evaluation D. Competitive Analysis II. Marketing Communications Target Audience III. Marketing Communications Objectives IV. Marketing Communications Creative Strategy V. Marketing Communications Mix VI. Marketing Communications Budget VII. Marketing Communications Performance Evaluation Measures

Dr. Ibrahim Hegazy, AUC

(4) Workshop Objectives

1. Discussing the Challenges facing Services Delivery with focus on training and education delivery. 2. Presenting a Conceptual Framework for Capacity Enhancement for training institutions to survive in a Global Competitive marketplace. 3. Discussing the Innovative Marketing Communications Plan & Its Components
Dr. Ibrahim Hegazy, AUC 8

(4) Workshop Objectives

continued

4. Taking the Participants on a Hands-on Practice of how to design attractive UserFriendly marketing communications materials and appeals. 5. Introducing the use of Information Technologies in Promoting Services Delivery with focus on training & education promotion.

Dr. Ibrahim Hegazy, AUC

(5) The Workshop Agenda Day One (Saturday)

Workshop Objectives & Agenda Lecture PowerPoint Presentation

Session 1-2

Reflective Thinking Peer Learning Grouping & Discussions

Session 1-4

Holistic Conceptual Framework for Capacity Enhancement PowerPoint Presentation

Session 1-5

Dr. Ibrahim Hegazy, AUC

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(5) The Workshop Agenda Day Two (Sunday)

Session 2-1 & 2-2
The Integrated Marketing Communications Plan Power Point Presentation & Lecture

Session 2-4 & 2-5

Learning Case # 1 Launching the Heriot Watt (UK) MBA Program in Egypt

Dr. Ibrahim Hegazy, AUC

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(5) The Workshop Agenda Day Three (Monday)

Session 3-1
Design & Choosing the Attractive Communications Appeals Power Point Presentation

Session 3-2 & 3-3

Learning Case # 2 Promoting IMI

Dr. Ibrahim Hegazy, AUC

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(5) The Workshop Agenda Day Four (Wednesday)

Session 4-1
The Use of Innovative Information & Communication Technology in Executive Education Cases From Egypt Lecture & Power Point Presentation

Session 4-2 & 4-3

Web Graphics to Enhance E-Marketing Materials Practical Hands-on Exercise

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(5) The Workshop Agenda Day Five (Thursday)

Using Flash Template & Components Technology Practical Hands-on

Session 5-1

Rapid Deployment of E-training Presentation Practical Hands-on

Session 5-2

Mini Write-shop Design User-Friendly Marketing Communications Materials Peer Learning & Group Reporting
Dr. Ibrahim Hegazy, AUC 14

Session 5-3

(5) The Workshop Agenda Day Six (Friday/Closing Day)

Session 6-1
Mini-Workshop IMC Awards Competition & Presentation Training Advertisements Peer Learning & Group Reporting

Session 6-2
Workshop Wrap-Up & Process Evaluation Open Discussion

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(6) Workshop Working Procedures

Interaction Interaction Interaction with
Instructors Peers Conference Staff Invited Guest Speakers Internet

Groups Case Studies

Group Working yet with Individual Identity Group Thinking, Brainstorming, Analysis No Dominance Please

Lecturing of Fundamental Concepts and Principles

Dr. Ibrahim Hegazy, AUC 16

(6) The Working Procedures continued

Individuals Competition & Award Hunting Individuals Efforts Individuals Reflections Hands-on Practice of the main principles and concepts in Innovative Marketing Communications. Sharing Award Winning Experiences from High Profile Guest Speakers Networking

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