About this course: 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.

Created by: IE Business School

Taught by: Eda Sayin, Professor
Marketing

Basic Info	Course 4 of 5 in the Marketing Mix Implementation Specialization.
Commitment	4 weeks of study, 2-4 hours/week
Language	English, Subtitles: Spanish
How To Pass	Pass all graded assignments to complete the course.
User Ratings	4.7 stars Average User Rating 4.7See what learners said

Syllabus

WEEK 1

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 proc...

11 videos, 1 reading

Graded: Module 1 Graded Assessment

WEEK 2

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...

9 videos, 3 readings

Graded: Module 2 Graded Assessment

WEEK 3

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, yo...

10 videos, 1 reading, 1 practice quiz

Graded: Module 3 Graded Assessment

WEEK 4

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, publ...

9 videos, 2 readings

Graded: Module 4 Graded Assessment

FAQs

How It Works

Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from Your Peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

Creators

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.

Pricing

	Audit	Purchase Course
Access to course materials	Available	Available
Access to graded materials	Not available	Available
Receive a final grade	Not available	Available
Earn a shareable Course Certificate	Not available	Available

Ratings and Reviews

Rated 4.7 out of 5 of 211 ratings

Very interesting and captivating class, with a lot of fun examples and interviews from industry experts.

I liked the course but i was expecting more information on the digital module, since now digital is driving our lives and also the marketing campaigns. It´s not another tool, it should be exactly as the speaker from Sanitas said, an UMBRELLA that guides all the other communications.

Nice overview of Marketing Communications. Well done instructors.

Useful and efficient way to get into these topics

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Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more