DMA: Data and Marketing Association
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Course Details

Integrated Marketing in the Digital Age

Discover the synergy that exists between creative, offer, operations and analytics across channels. Conceptualize, design, and execute an Integrated Marketing Campaign.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

In this module, you’ll take on the role of a Marketing Technologist in the exciting and ever-changing world of Integrated Marketing in the Digital Age. You will develop a systematic methodology for conceptualizing, designing, executing and managing an Integrated Marketing Campaign. You will first build a Foundation of knowledge about the history of Integrated Marketing and where it is headed in the future. Next, you will understand the Synergy that exists between creative, marketing channels, offer, operations and analytics. Lastly, you will take a step-by-step tour through the Process of building and launching an Integrated Marketing Campaign.


  • Provide students with an ample review of integrated marketing best theory and best practices
  • Define the numerous variables associated with Integrated Marketing
  • Provide a framework for students to understand how to plan and execute an Integrated Marketing Campaign


Susan K. Jones
Award-Winning Professor, Author and Consultant with Expertise in Direct and Digital Marketing Susan K. Jones & Associates Read Biography »


  • What is the definition of Integrated Marketing?
  • What are Integrated Marketing Success Factors?
  • What to Consider Regarding Branding?
  • Is Integrated Marketing Data Driven?
  • What Options for running Integrated Campaigns?


  • What is Integrated Marketing in the Digital Age?
  • Where have we been and how did we get here?
  • How did Google change everything?


  • What is Integrated Marketing Synergy Pyramid?
  • How does your target audience use technology?
  • Integrated Marketers should think about Lifetime Value


  • What is the Integrated Marketing Process?
  • Discovery Stage
  • Strategy Stage
  • Tactics Stage
  • Production Stage
  • Execution Stage

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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