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.
Taught by: Eda Sayin, Professor
Marketing
| Basic Info | Course 4 of 5 in the 营销组合实践 Specialization |
| Commitment | 4 weeks of study, 2-4 hours/week |
| Language | English, Subtitles: Spanish, Korean |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
- Video: Course Overview - What is Integrated Marketing Communications?
- Video: Recent Trends in the Market
- Video: Understanding the Marketing Process
- Video: Decisions Required for an Effective Communications Campaign
- Video: Building Customer Based Brand Equity
- Video: Brand Loyalty
- Video: How to Run a Successful Marketing Communications Campaign?
- Video: How to Choose a Marketing Communications Agency?
- Video: Structure of an Advertising Agency
- Video: What are the Main Skills Required to Work in an Advertising Agency?
- Reading: Managing Brands for the Long Run
- Video: Steps of Effective Communications
- Video: Communications Objectives
- Video: Consumer Decision Making Process
- Video: How Advertising Works – AIDA and Hierarchy of Effects Models
- Reading: How Advertising Works: What do We Really Know?
- Video: Consumer Approach to the Buying Process: FCB Grid
- Reading: Brands and Branding: Research Findings and Future Priorities
- Video: Determining Marketing Communications Budget
- Video: Relationship Between Communications Budget & Sales
- Video: How to Convince Senior Executives on the Marketing Communications Budget?
- Reading: Optional Reading
- Video: Message Strategies I - Cognitive
- Video: Message Strategies II – Affective & Conative
- Practice Quiz: Message Strategies Practice Quiz
- Video: Advertising Appeals I – Emotional, Fear, Humor
- Video: Advertising Appeals II – Rationality, Sex, Scarcity
- Video: Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative
- Video: Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy
- Video: Spokesperson Selection
- Video: McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
- Video: FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
- Reading: Optional Reading
- Reading: A Strategic Perspective on Sales Promotions
- Video: Public Relations, Sponsorships & Cause Related Marketing
- Video: Alternative Marketing
- Video: Crisis Management
- Video: Digital Marketing & Social Media
- Video: What are the Latest Trends in Digital Marketing?
- Video: Search Engine Optimization & Content Marketing
- Reading: Optional reading on social media
- Video: Evaluation of an Integrated Marketing Communications Campaign
- Video: Ready for more?
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
| Purchase Course | |
|---|---|
| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
This course was outstanding. I learned so much through a combination of the professor's lectures, interviews with business leaders, and academic whitepapers. The IE Marketing Mix specialization is the first series that I've seen incorporate academic whitepapers into the curriculum and I think it really adds alot of value. Adding the additional study material helped me understand the research behind the application of ideas.
I have been well informed on Integrated Marketing Communication. The knowledge will help me get better at my job and also position me for a better opportunities. Thank you IE BUSINESS SCHOOL AND COURSERA for an impacting knowledge.
I am a Student of Health Management. This course helped me to understand real meaning of marketing and after completing this course. I am now planning to develop marketing concept in terms of patient satisfaction. Because health care marketing is very different from other marketing concept. In healthcare marketing our Consumers are actually the patients. So designing a marketing campaign requires lots of consideration.
I would like to Thanks Professor Eda Sayin, For delivering the lecture in such a wonderful way.
AA
LOVED IT.