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.
Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers.
IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications and the placement of advertising and digital marketing.
Ce cours fait partie de la Spécialisation Mise en œuvre d'un marketing mix
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
proposé par
À propos de ce cours
4.7
477 notes
Compétences que vous acquerrez
AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing
Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1What 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.
11 vidéos (Total 65 min), 1 lecture, 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
1 lecture
Managing Brands for the Long Run45 min
1 exercice pour s'entraîner
Module 1 Graded Assessment20 min
Semaine
2IMC 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.
9 vidéos (Total 54 min), 3 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
3 lectures
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 Assessment20 min
Semaine
3Advertising 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.
10 vidéos (Total 54 min), 1 lecture, 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
1 lecture
Optional Reading10 min
2 exercices pour s'entraîner
Message Strategies Practice Quiz16 min
Module 3 Graded Assessment20 min
Semaine
4Marketing 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.
9 vidéos (Total 60 min), 2 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
2 lectures
A Strategic Perspective on Sales Promotions15 min
Optional reading on social media20 min
1 exercice pour s'entraîner
Module 4 Graded Assessment20 min
4.7
113 avis20%
a commencé une nouvelle carrière après avoir terminé ces cours
29%
a bénéficié d'un avantage concret dans sa carrière grâce à ce cours
Meilleurs avis
par WR•Jun 6th 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 E•Nov 11th 2016
I was recommended by other to study this course. I am really appreciate his recommendation since I have developed a big picture about the advertising industry. This course is really useful to me.
Enseignant
Eda Sayin
ProfessorMarketing
À propos de 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.
Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.
À propos de la 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.
Foire Aux Questions
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Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.
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Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.
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