An integrated marketing communications campaign for PMAP-AIHRM

Added Title

Leading through innovations

Date of Publication

2016

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Nino Jose B. Gonzales

Defense Panel Member

Regina Dy
Rene Gener
Luz Suplico Jeong

Abstract/Summary

Asian Institute of Human Resource Management (AIHRM) is the training arm of People Management Association of the Philippines (PMAP), which is an innovator in providing practical and relevant HR and people management learning programs. AIHRM programs rest in theory, research and real-life practices and strategies. Its pool of facilitators is composed of former and current seasoned HR thought leaders/Executives. Lastly, AIHRM investment costs are competitively priced and event offers free learning sessions from time-to-time.

However, with PMAP's strong value proposition and level of awareness to the target market of this campaign, this study aims to achieve the same level of awareness for AIHRM by first capitalizing on the strengths of PMAP and subsequently through developing an IMC campaign geared towards a more thorough branding for AIHRM, and more integrated strategies through the use of digital, social media and offline activations. This will be the first IMC campaign for the brand. The campaign message of the IMC campaign is, Leading through Innovations, which will be implemented in all of the IMC strategies.

Further, the campaign will be mainly measured through the actual increase in the registration on AIHRM learning programs and secondly through digital and social media engagements.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05988

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

135 leaves ; illustrations (some colored) ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing; Advertising campaigns; Personnel management

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