Integrated Marketing Communication (IMC) Course
Bring PR, performance marketing, content and sales teams behind one campaign instead of running separate, siloed plans. This two-day integrated marketing communication course in Malaysia covers the PESO model, mapping media stories to funnel stages, reusing press wins for ads and SEO, and earned-media attribution.
Course overview
This program teaches practitioners how to dismantle silos between Public Relations, Performance Marketing, Content Teams, and Sales to build cohesive, high-converting integrated communication strategies.
Programme: Integrated Marketing Communication & PR Synergy
What you will learn
- Cross-Functional Synergy: Align PR initiatives with performance marketing, SEO, and sales conversion funnels.
- Consistent Brand Message: Deliver unified messaging across paid, earned, shared, and owned channels (PESO).
- Resource Optimization: Maximize content efficiency by re-using PR assets across marketing campaigns.
- Accelerated Growth: Connect brand-building earned media directly to sales conversion pathways.
Course outline
Explore the 8 modules covered in the programme. The sequence and emphasis can be tailored to participant needs.
Day 1: The Integrated PESO Model Architecture
Unifying PR & Marketing in a Fragmented World
- Breaking down departmental silos to create integrated, customer-centric communications.
Deconstructing the Advanced PESO Model
- Deep dive into combining Paid, Earned, Shared, and Owned media into a single strategic engine.
Aligning PR Hooks with Marketing Funnels
- Mapping high-level media stories to mid-funnel consideration and bottom-funnel conversion goals.
Collaborative Content Studios
- Building joint content creation processes that serve PR, social, email, and performance ad needs.
Day 2: Cross-Channel Execution & Integrated Analytics
PR-Driven Performance Marketing & SEO
- Leveraging press wins for ad creative, social proof, link building, and paid campaign amplification.
Omnichannel Campaign Scheduling & Synchronization
- Timelines and cadence maps for launching simultaneous PR pitches, ad spend, and organic content drops.
Integrated Attribution & ROI Measurement
- Tracking how earned media placements assist paid ad conversions and organic search growth.
Integrated Campaign Blueprint Workshop
- Group task: Redesigning a siloed PR pitch into a fully integrated PESO marketing communications strategy.
Integrated Campaign Blueprint Workshop
Trainer-led explanation and discussion connect the module topics to workplace application.
Who this course is for
PR professionals, corporate communication teams, corporate affairs managers, marketing leaders and organisational spokespersons.
Before you join
Bring a learning objective and an anonymised example to discuss. Confirm any software accounts, equipment or other prerequisites with ISDS before booking.
How to join this Integrated Marketing Communication course in Malaysia
Looking for an IMC course in Malaysia that connects public relations with paid, owned and shared channels? It suits PR professionals, corporate communication teams and marketing leaders, who leave having redesigned a siloed PR pitch into a fully integrated PESO marketing communication strategy.
Kursus Komunikasi Pemasaran Bersepadu (IMC) di Malaysia
Kursus 2 hari untuk pengamal PR, pasukan komunikasi korporat dan pemimpin pemasaran. Peserta menggunakan model PESO untuk menggabungkan saluran media, memadankan cerita PR dengan corong jualan, menyelaraskan jadual kempen dan merangka strategi komunikasi pemasaran bersepadu. Kelas awam dan latihan dalaman boleh dibincangkan mengikut keperluan organisasi. Sila sahkan kelayakan HRD Corp (HRDF), pengaturan tuntutan, yuran dan tarikh dengan ISDS sebelum membuat tempahan.
Your trainer
Sharves Bala
A corporate communications strategist and executive trainer with more than 20 years of experience in PR, media relations, reputation management and stakeholder engagement. Her sessions use practical frameworks, case studies and simulations.
Trainer availability is confirmed for each programme.
Get the full course brochure
View the full outline, learning outcomes and learning approach in the PDF, download a copy, or have it emailed to you.
Questions about Integrated Marketing Communication
What is the PESO model in an integrated marketing communication course?
PESO stands for paid, earned, shared and owned media. The course examines how to combine these four into one strategic engine, align PR hooks with funnel stages and schedule PR pitches, ad spend and organic content together. In the final group task, participants redesign a siloed PR pitch into an integrated PESO strategy.
Who should attend Integrated Marketing Communication training?
PR professionals, corporate communication teams, corporate affairs managers, marketing leaders and organisational spokespersons.
Who teaches the Integrated Marketing Communication course?
Sharves Bala is the assigned trainer. Trainer availability is confirmed with your programme arrangements.
How is the course taught?
Trainer-led explanation and discussion connect the module topics to workplace application.
How long is the Integrated Marketing Communication course?
The course runs for 2 days. Ask ISDS about the next public session or an in-house schedule for your team.
Is the Integrated Marketing Communication course HRDF claimable?
Ask ISDS to confirm HRD Corp (formerly HRDF) eligibility and claim arrangements for this programme before booking. Where applicable, claims are arranged through our partner, Orange Revolution.
Will I receive a certificate for the Integrated Marketing Communication course?
Public-class participants receive a certificate of participation. Ask ISDS about certificate arrangements for in-house training.
How much does the Integrated Marketing Communication course cost?
Ask for a quotation or an in-house proposal. Share your course, team size and preferred dates, and we will confirm the format, fees, inclusions and any HRD Corp claim arrangements.