Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs.
Ce cours fait partie de la Spécialisation Mise en œuvre d'un marketing mix
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Spécialisation Mise en œuvre d'un marketing mixIE Business SchoolÀ propos de ce cours
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Cours 4 sur 5 dans le
Approx. 11 heures pour terminer
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Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Coréen, Allemand, Russe, Anglais, Espagnol
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Essayez Coursera pour les affairesCompétences que vous acquerrez
- Advertising
- Integrated Marketing Communications
- Marketing Communications
- Marketing
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Certificat partageable
Obtenez un Certificat lorsque vous terminez
100 % en ligne
Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Cours 4 sur 5 dans le
Approx. 11 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Italien, Vietnamien, Coréen, Allemand, Russe, Anglais, Espagnol
Votre entreprise pourrait-elle bénéficier de la formation des employés à des compétences recherchées ?
Essayez Coursera pour les affaires
Offert par
IE Business School
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Programme de cours : ce que vous apprendrez dans ce cours
3 heures pour terminer
What is IMC? IMC Planning Background
This course is designed as an introduction to the field of Integrated Marketing Communications (IMC), to help you make better marketing communications decisions. We will define what integrated marketing communications is. We will run through the marketing process and how to elaborate on the important decisions that marketing managers need to take through the marketing process. Additionally, we will learn about the latest trends in the market and how we can establish brand equity and loyalty, and talk to several experts in the field.
3 heures pour terminer
11 vidéos (Total 65 min), 2 lectures, 1 quiz
3 heures pour terminer
IMC Planning Process
We focus on the planning process for an effective integrated marketing communications campaign. We will talk about the potential challenges you may come across while we are communicating with your consumers and the tricks to overcome these challenges. You will learn the theories on how advertising works and how consumers make decisions. Additionally, you will be able to establish your marketing communications budgets. You will learn to tailor your communications strategy in line with the specific company characteristics, goals and needs.
3 heures pour terminer
9 vidéos (Total 54 min), 4 lectures, 1 quiz
3 heures pour terminer
Advertising Management & Design
After this module, you will be able to put into practice the theoretical approaches to advertisement design. You will be able to learn about possible message strategies, advertising appeals and executional frameworks through a lot of examples. Additionally, you will see professionals’ points of view on the creative process.
3 heures pour terminer
10 vidéos (Total 54 min), 3 lectures, 2 quiz
2 heures pour terminer
Marketing Communications Mix
In this module we will work on the elements of the marketing communications mix. You will have access to the latest trends and tools that are used in integrated marketing communications. You will be able to use tools such as customer promotion activities, public relations, cause related marketing, crisis management, social media marketing, digital marketing, and search engine optimization for your products and services.
2 heures pour terminer
9 vidéos (Total 60 min), 3 lectures, 1 quiz
Avis
- 5 stars77,92 %
- 4 stars18,71 %
- 3 stars2,47 %
- 2 stars0,51 %
- 1 star0,37 %
Meilleurs avis pour INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, PUBLIC RELATIONS, DIGITAL MARKETING AND MORE
par CA17 déc. 2020
A well tailored, educational course that helped me understand Marketing theory without a marketing background! To the point subjects, well presented and analytical explanations. Thank you Eda!
par CT6 mai 2017
I really enjoyed the course. After this module I decided to take the specialization. It is full of insights, good source of information and really added knowledge to me.
par MA28 mai 2020
Very enjoyable course through and through. The use of audio, visuals was brilliant, as were the interviews with industry experts and top officials from reputed companies.
par SD20 avr. 2020
Got clear and valuable insights about IMC with good examples. Thank you very much, Prof. Eda Sayin for the classes and extending greetings for extra lectures and interviews from media professionals.
À propos du Spécialisation Mise en œuvre d'un marketing mix
In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
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