關於此課程：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.

製作方： IE Business School

教學方： Eda Sayin, Professor
Marketing

基本信息	課程 4（共 5 門，营销组合实践 Specialization ）
承諾學習時間	4 weeks of study, 2-4 hours/week
語言	English, 字幕：Spanish, Korean
如何通過	通過所有計分作業以完成課程。
用戶評分	4.7 星平均用戶評分 4.7查看學生的留言

授課大綱

第 1 週

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.

11 個視頻, 1 個閱讀材料

視頻: Course Overview - What is Integrated Marketing Communications?
視頻: Recent Trends in the Market
視頻: Understanding the Marketing Process
視頻: Decisions Required for an Effective Communications Campaign
視頻: Building Customer Based Brand Equity
視頻: Brand Loyalty
視頻: How to Run a Successful Marketing Communications Campaign?
視頻: How to Choose a Marketing Communications Agency?
視頻: Structure of an Advertising Agency
視頻: What are the Main Skills Required to Work in an Advertising Agency?
Reading: Managing Brands for the Long Run

已評分: Module 1 Graded Assessment

第 2 週

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.

9 個視頻, 3 個閱讀材料

視頻: Steps of Effective Communications
視頻: Communications Objectives
視頻: Consumer Decision Making Process
視頻: How Advertising Works – AIDA and Hierarchy of Effects Models
Reading: How Advertising Works: What do We Really Know?
視頻: Consumer Approach to the Buying Process: FCB Grid
Reading: Brands and Branding: Research Findings and Future Priorities
視頻: Determining Marketing Communications Budget
視頻: Relationship Between Communications Budget & Sales
視頻: How to Convince Senior Executives on the Marketing Communications Budget?
Reading: Optional Reading

已評分: Module 2 Graded Assessment

第 3 週

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.

10 個視頻, 1 個閱讀材料, 1 個練習測驗

視頻: Message Strategies I - Cognitive
視頻: Message Strategies II – Affective & Conative
Practice Quiz: Message Strategies Practice Quiz
視頻: Advertising Appeals I – Emotional, Fear, Humor
視頻: Advertising Appeals II – Rationality, Sex, Scarcity
視頻: Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative
視頻: Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy
視頻: Spokesperson Selection
視頻: McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
視頻: FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
Reading: Optional Reading

已評分: Module 3 Graded Assessment

第 4 週

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.

9 個視頻, 2 個閱讀材料

Reading: A Strategic Perspective on Sales Promotions
視頻: Public Relations, Sponsorships & Cause Related Marketing
視頻: Alternative Marketing
視頻: Crisis Management
視頻: Digital Marketing & Social Media
視頻: What are the Latest Trends in Digital Marketing?
視頻: Search Engine Optimization & Content Marketing
Reading: Optional reading on social media
視頻: Evaluation of an Integrated Marketing Communications Campaign
視頻: Ready for more?

已評分: Module 4 Graded Assessment

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運作方式

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.

製作方

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.

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