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
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
Recommended Citation
Anapen, H. (2016). An integrated marketing communications campaign for PMAP-AIHRM. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/4854