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.
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营销组合实践 專項課程IE商学院課程信息
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學生職業成果
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完成這些課程後已開始新的職業生涯
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完成後獲得證書
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立即開始，按照自己的計劃學習。
第 4 門課程（共 5 門）
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完成時間大約為11 小時
英語（English）
字幕：法語（French）, 巴西葡萄牙語, 韓語, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）
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11 小時
英語（English）
字幕：法語（French）, 巴西葡萄牙語, 韓語, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）
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IE商学院
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.
教學大綱 - 您將從這門課程中學到什麼
完成時間為 3 小時
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.
完成時間為 3 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
Trailer40
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 Assessment30分鐘
完成時間為 3 小時
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.
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 Assessment30分鐘
完成時間為 3 小時
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.
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 Quiz30分鐘
Module 3 Graded Assessment30分鐘
完成時間為 2 小時
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.
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 Assessment30分鐘
審閱
來自INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, PUBLIC RELATIONS, DIGITAL MARKETING AND MORE的熱門評論
由 WR 提供2017年6月5日
This was actually a great learning experience for me. The course interested me so much that I was able to complete the entire module within 2 days. Thanks for providing me a great learning experience.
由 VR 提供2020年2月22日
First of all thankyou eda sayin mam and the other industrial experts, it was amazing journey and i have gained alot of knowledge regarding the course from which i have been taken through brilliantly.
由 SD 提供2020年4月20日
Got clear and valuable insights about IMC with good examples. Thank you very much, Prof. Eda Sayin for the classes and extending greetings for extra lectures and interviews from media professionals.
由 UI 提供2020年6月13日
This was definitely a thorough and well-tailored course with engaging examples and industry commentary. As a introduction or refresher to marketing communications, I would highly recommend this.
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.
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是的，Coursera 可以为无法承担费用的学生提供助学金。通过点击左侧“注册”按钮下的“助学金”链接可以申请助学金。您可以根据屏幕提示完成申请，申请获批后会收到通知。您需要针对专项课程中的每一门课程完成上述步骤，包括毕业项目。了解更多。
完成课程后，我会获得大学学分吗？
此课程不提供大学学分，但部分大学可能会选择接受课程证书作为学分。查看您的合作院校，了解详情。Coursera 上的在线学位和 Mastertrack™ 证书提供获得大学学分的机会。
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