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LinkedIn Learning

Brand and Marketing Integration

via LinkedIn Learning

Overview

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 708 ratings

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