課程信息

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學生職業成果

15%

完成這些課程後已開始新的職業生涯

29%

通過此課程獲得實實在在的工作福利
可分享的證書
完成後獲得證書
100% 在線
立即開始,按照自己的計劃學習。
第 4 門課程(共 5 門)
可靈活調整截止日期
根據您的日程表重置截止日期。
完成時間大約為10 小時
英語(English)
字幕:英語(English), 西班牙語(Spanish), 韓語

您將獲得的技能

AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing

學生職業成果

15%

完成這些課程後已開始新的職業生涯

29%

通過此課程獲得實實在在的工作福利
可分享的證書
完成後獲得證書
100% 在線
立即開始,按照自己的計劃學習。
第 4 門課程(共 5 門)
可靈活調整截止日期
根據您的日程表重置截止日期。
完成時間大約為10 小時
英語(English)
字幕:英語(English), 西班牙語(Spanish), 韓語

講師

提供方

IE商学院 徽標

IE商学院

教學大綱 - 您將從這門課程中學到什麼

內容評分Thumbs Up96%(2,852 個評分)Info
1

1

完成時間為 2 小時

What is IMC? IMC Planning Background

完成時間為 2 小時
11 個視頻 (總計 65 分鐘), 2 個閱讀材料, 1 個測驗
11 個視頻
Course Overview - What is Integrated Marketing Communications?7分鐘
Recent Trends in the Market9分鐘
Understanding the Marketing Process5分鐘
Decisions Required for an Effective Communications Campaign8分鐘
Building Customer Based Brand Equity9分鐘
Brand Loyalty6分鐘
How to Run a Successful Marketing Communications Campaign?6分鐘
How to Choose a Marketing Communications Agency?3分鐘
Structure of an Advertising Agency5分鐘
What are the Main Skills Required to Work in an Advertising Agency?3分鐘
2 個閱讀材料
What is Design Thinking and Why Is It So Popular?20分鐘
Managing Brands for the Long Run45分鐘
1 個練習
Module 1 Graded Assessment20分鐘
2

2

完成時間為 3 小時

IMC Planning Process

完成時間為 3 小時
9 個視頻 (總計 54 分鐘), 4 個閱讀材料, 1 個測驗
9 個視頻
Steps of Effective Communications7分鐘
Communications Objectives6分鐘
Consumer Decision Making Process8分鐘
How Advertising Works – AIDA and Hierarchy of Effects Models6分鐘
Consumer Approach to the Buying Process: FCB Grid5分鐘
Determining Marketing Communications Budget6分鐘
Relationship Between Communications Budget & Sales4分鐘
How to Convince Senior Executives on the Marketing Communications Budget?3分鐘
4 個閱讀材料
Five Ways to Build Brand Recognition10分鐘
How Advertising Works: What do We Really Know?28分鐘
Brands and Branding: Research Findings and Future Priorities35分鐘
Optional Reading10分鐘
1 個練習
Module 2 Graded Assessment20分鐘
3

3

完成時間為 3 小時

Advertising Management & Design

完成時間為 3 小時
10 個視頻 (總計 54 分鐘), 3 個閱讀材料, 2 個測驗
10 個視頻
Message Strategies I - Cognitive6分鐘
Message Strategies II – Affective & Conative3分鐘
Advertising Appeals I – Emotional, Fear, Humor5分鐘
Advertising Appeals II – Rationality, Sex, Scarcity4分鐘
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative6分鐘
Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4分鐘
Spokesperson Selection5分鐘
McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?11分鐘
FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?3分鐘
3 個閱讀材料
Investopedia: Comparative Advertising10分鐘
11 Emotional Advertising Examples Most Used by Brands15分鐘
Optional Reading50分鐘
2 個練習
Message Strategies Practice Quiz16分鐘
Module 3 Graded Assessment20分鐘
4

4

完成時間為 2 小時

Marketing Communications Mix

完成時間為 2 小時
9 個視頻 (總計 60 分鐘), 3 個閱讀材料, 1 個測驗
9 個視頻
Public Relations, Sponsorships & Cause Related Marketing8分鐘
Alternative Marketing6分鐘
Crisis Management7分鐘
Digital Marketing & Social Media9分鐘
What are the Latest Trends in Digital Marketing?3分鐘
Search Engine Optimization & Content Marketing5分鐘
Evaluation of an Integrated Marketing Communications Campaign8分鐘
Ready for more?2分鐘
3 個閱讀材料
A Strategic Perspective on Sales Promotions15分鐘
42 Digital Marketing Trends You Can’t Ignore in 202020分鐘
Optional reading on social media20分鐘
1 個練習
Module 4 Graded Assessment20分鐘

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關於 营销组合实践 專項課程

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....
营销组合实践

常見問題

  • Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

    • The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

    • The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

  • If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.

  • Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

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