Integrated Marketing Communications

(IMC) and Customer Service Training

1.0 Integrated Marketing Communications (IMC)
The Integrated Marketing Communication (IMC) training is designed to provide a unified
targeted marketing message, through tools such as public relations, digital marketing,
traditional advertising, direct marketing, public relation, event marketing etc.

This program is aimed to introduce concepts of both a traditional and digital marketing
framework, thus giving participants the opportunity to gain an appreciation of the
potential impact of marketing communication on GPA operations strategically. This
includes awareness of creative content development, cultural sensitivity, media
planning, and familiarity with ethical and managerial frameworks. The bedrock of this
training allows the merge of Digital Marketing, Traditional Advertising, Public Relation,
Event Marketing etc. into a customer-oriented approach to ‘Integrated Marketing
Communication’ for staff of GPA. The program will allow participants to:

 Think creatively in providing ethical intelligence and marketing communication

solutions;

 Demonstrate constructive copywriting abilities to build relationships between

organizations and the public;

 Comprehend and apply the theoretical base of the IMC to media strategies and
communication methods;

 Interpret advertising campaigns and strategies based on consumer behavior

analysis.

2. Customer Service Training

Customer Service is an essential business capability for all functions and levels of the
organization. Customer Service is paramount in enhancing stakeholders experience
with the GPA Services. The Band Communication Customer Service Training approach
will support institutionalizing Customer Service by creating beacons for future Customer
Service Improvements for the Ports by attaining the follow objectives:

After this customer service training course, participants will be able to:

 Recognize what 'customer service excellence' really means - to them and GPA’s
customers;
 Understand and shape the role of each employee in the customer value chain;
 Identify 'best practice' in managing different customer situations, including
complaints;
 Develop, motivate and inspire the Communications Unit staff to deliver high
quality customer service consistently;
 Measure and assess how well customer service standards and objectives are
being achieved;
 Overcome internal communication barriers;
 Form stronger relationships with individual customers through interactive
Customer Centric (CC) processes and standards.

3. Training Schedule: 2nd -4th December, 2020

Course Titles Training Dates Duration (Time)
Customer Service Training 2nd December 2020 09:00- 11:00
Integrated Marketing Communication 2nd December 2020 12:00- 14:00
Media Planning 3rd December 2020 09:00- 11:00
Creative Advertising 3rd December, 2020 12:00- 14:00
Digital Marketing 4th December 2020 09:00- 11:00
Recap Session and FAQs 4th December 2020 12:00-13:30

4. Participants
As per the terms of reference (TOR), this training is designed for GPA staff.

……………..

Fabuka Njaay (Lead Consultant- Marketing and Business Strategy)