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 in order to create valuable brands and win consumers.
You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions, and learn brand and product strategy key concepts such as, brand loyalty and equity, communications plans objectives and budgeting, AIDA model, FCB Grid, theoretical approaches to advertising design, message strategies, advertising appeals, executional frameworks, spokesperson selection, creative brief, among others.
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, the placement of advertising and digital marketing.
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
IE Business School via Coursera
Overview
Syllabus
- 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.
- 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.
- 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.
- 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.
Taught by
Eda Sayin
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Reviews
4.8 rating, based on 5 Class Central reviews
4.7 rating at Coursera based on 2366 ratings
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Adewale PopoolaCommunication itself is who is the person that's actually communicating and it must be understand by person or people that is communicating to. For instance, if one communicate and the the person that's communicating to didn't understand or… -
JonAwesome course! The course includes interviews with some of the most well known marketing professionals in Spain. Professor Sayin is easy to follow and the IE business school has put alot of thought into the branding of these courses. I've already recommended this course to a couple of colleagues in real life. -
ZAHIRI MOUNIRI enjoyed through taking this course, really rich of ideas and many informations that let you take advantage in digital marketing. -
I get nervous when I take online classes because you just never know great. Courses Plus is a “segway site” to one simply known as The Great Courses. What's the difference between the two. The Great Courses Daily brings you the best in online education.
