- Define horizontal integration.
- Determine where to place marketing objectives within a vertical integration framework.
- Recognize how a customer decision journey map can improve marketing efforts.
- Recall the meaning of one brand as it relates to brand experience and marketing communication.
- Identify the benefits of sharing the change story with employees.
- Review the steps involved in developing a process for integration.
Skill Level Intermediate
- Why are some brands more successful than others? Lots of reasons, but one of the key reasons is that they're fully integrated. Now, integration means different things to different people. When you hear marketers talk about integration, usually they mean customer or external marketing, but that's just one piece of the puzzle. Hi, I'm Dina Shapiro. And we're going to talk about a better way to integrate your brand in marketing. In this course, we'll definitely discuss external customer marketing, but we'll also talk about three other really important types of integration, including vertical integration, which is aligning your brand with your company vision, mission, purpose, and values. Horizontal integration, which is aligning your marketing strategy, capabilities, and organizational structure. And last but not least, internal integration, which is training employees to become brand ambassadors. By the end, you'll think about integration in a whole new way that encompasses all internal and external stakeholders and touch points. Let's get started.