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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Résultats de carrière des étudiants
15%
ont commencé une nouvelle carrière après avoir terminé ce cours
29%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
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Obtenez un Certificat lorsque vous terminez
100 % en ligne
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Cours 4 sur 5 dans le
Dates limites flexibles
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Approx. 11 heures pour terminer
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Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
Compétences que vous acquerrez
AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing
Résultats de carrière des étudiants
15%
ont commencé une nouvelle carrière après avoir terminé ce cours
29%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
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
Dates limites flexibles
Réinitialisez les dates limites selon votre disponibilité.
Approx. 11 heures pour terminer
Anglais
Sous-titres : Arabe, Français, Portugais (européen), Chinois (simplifié), Italien, Vietnamien, Coréen, Allemand, Russe, Turc, Anglais, Espagnol
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 du 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
11 vidéos
Trailer40s
Course Overview - What is Integrated Marketing Communications?7 min
Recent Trends in the Market9 min
Understanding the Marketing Process5 min
Decisions Required for an Effective Communications Campaign8 min
Building Customer Based Brand Equity9 min
Brand Loyalty6 min
How to Run a Successful Marketing Communications Campaign?6 min
How to Choose a Marketing Communications Agency?3 min
Structure of an Advertising Agency5 min
What are the Main Skills Required to Work in an Advertising Agency?3 min
2 lectures
What is Design Thinking and Why Is It So Popular?20 min
Managing Brands for the Long Run45 min
1 exercice pour s'entraîner
Module 1 Graded Assessment30 min
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
9 vidéos
Steps of Effective Communications7 min
Communications Objectives6 min
Consumer Decision Making Process8 min
How Advertising Works – AIDA and Hierarchy of Effects Models6 min
Consumer Approach to the Buying Process: FCB Grid5 min
Determining Marketing Communications Budget6 min
Relationship Between Communications Budget & Sales4 min
How to Convince Senior Executives on the Marketing Communications Budget?3 min
4 lectures
Five Ways to Build Brand Recognition10 min
How Advertising Works: What do We Really Know?28 min
Brands and Branding: Research Findings and Future Priorities35 min
Optional Reading10 min
1 exercice pour s'entraîner
Module 2 Graded Assessment30 min
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
10 vidéos
Message Strategies I - Cognitive6 min
Message Strategies II – Affective & Conative3 min
Advertising Appeals I – Emotional, Fear, Humor5 min
Advertising Appeals II – Rationality, Sex, Scarcity4 min
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative6 min
Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4 min
Spokesperson Selection5 min
McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?11 min
FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?3 min
3 lectures
Investopedia: Comparative Advertising10 min
11 Emotional Advertising Examples Most Used by Brands15 min
Optional Reading50 min
2 exercices pour s'entraîner
Message Strategies Practice Quiz30 min
Module 3 Graded Assessment30 min
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
9 vidéos
Sales Promotions9 min
Public Relations, Sponsorships & Cause Related Marketing8 min
Alternative Marketing6 min
Crisis Management7 min
Digital Marketing & Social Media9 min
What are the Latest Trends in Digital Marketing?3 min
Search Engine Optimization & Content Marketing5 min
Evaluation of an Integrated Marketing Communications Campaign8 min
Ready for more?2 min
3 lectures
A Strategic Perspective on Sales Promotions15 min
42 Digital Marketing Trends You Can’t Ignore in 202020 min
Optional reading on social media20 min
1 exercice pour s'entraîner
Module 4 Graded Assessment30 min
Avis
Meilleurs avis pour INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, PUBLIC RELATIONS, DIGITAL MARKETING AND MORE
par WR5 juin 2017
This was actually a great learning experience for me. The course interested me so much that I was able to complete the entire module within 2 days. Thanks for providing me a great learning experience.
par VR22 févr. 2020
First of all thankyou eda sayin mam and the other industrial experts, it was amazing journey and i have gained alot of knowledge regarding the course from which i have been taken through brilliantly.
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.
par UI13 juin 2020
This was definitely a thorough and well-tailored course with engaging examples and industry commentary. As a introduction or refresher to marketing communications, I would highly recommend this.
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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