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LinkedIn Learning

Brand and Marketing Integration

via LinkedIn Learning

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Overview

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Learn how to leverage the four types of brand and marketing integration—vertical, horizontal, external, and internal—to successfully reach all of your stakeholders.

Syllabus

Introduction
  • The importance of integration
1. Integration Fundamentals
  • How to define integration
  • Reasons to invest in integration
  • Four types of integration
2. Vertical Integration
  • How to integrate vertically
  • Relationship to brand and marketing
  • How to create a vertical framework
3. Horizontal Integration
  • How to integrate horizontally
  • Barriers to overcome
  • Create an integration-driven organization
4. External Integration
  • External integration and the customer
  • Use the decision journey
  • Learn from world-class marketers
5. Internal Integration
  • How to create one brand
  • Leverage employees
  • Engage employees
6. Integration Process
  • Cultural and process integration obstacles
  • How to overcome these barriers
  • Develop a process

Taught by

Dina Shapiro

Reviews

4.7 rating at LinkedIn Learning based on 881 ratings

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