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.
Dieser Kurs ist Teil der Spezialisierung Spezialisierung Marketing Mix Implementation
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
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Über diesen Kurs
40,420 kürzliche Aufrufe
Karriereergebnisse der Lernenden
15%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
29%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Kompetenzen, die Sie erwerben
AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing
Karriereergebnisse der Lernenden
15%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
29%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 4 von 5 in
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Ca. 9 Stunden zum Abschließen
Empfohlen: 4 weeks of study, 2-4 hours/week
Englisch
Untertitel: Englisch, Spanisch, Koreanisch
Lehrplan - Was Sie in diesem Kurs lernen werden
2 Stunden zum Abschließen
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.
2 Stunden zum Abschließen
11 Videos (Gesamt 65 min), 2 Lektüren, 1 Quiz
11 Videos
Trailer40
Course Overview - What is Integrated Marketing Communications?7m
Recent Trends in the Market9m
Understanding the Marketing Process5m
Decisions Required for an Effective Communications Campaign8m
Building Customer Based Brand Equity9m
Brand Loyalty6m
How to Run a Successful Marketing Communications Campaign?6m
How to Choose a Marketing Communications Agency?3m
Structure of an Advertising Agency5m
What are the Main Skills Required to Work in an Advertising Agency?3m
2 Lektüren
What is Design Thinking and Why Is It So Popular?20m
Managing Brands for the Long Run45m
1 praktische Übung
Module 1 Graded Assessment20m
3 Stunden zum Abschließen
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.
3 Stunden zum Abschließen
9 Videos (Gesamt 54 min), 4 Lektüren, 1 Quiz
9 Videos
Steps of Effective Communications7m
Communications Objectives6m
Consumer Decision Making Process8m
How Advertising Works – AIDA and Hierarchy of Effects Models6m
Consumer Approach to the Buying Process: FCB Grid5m
Determining Marketing Communications Budget6m
Relationship Between Communications Budget & Sales4m
How to Convince Senior Executives on the Marketing Communications Budget?3m
4 Lektüren
Five Ways to Build Brand Recognition10m
How Advertising Works: What do We Really Know?28m
Brands and Branding: Research Findings and Future Priorities35m
Optional Reading10m
1 praktische Übung
Module 2 Graded Assessment20m
2 Stunden zum Abschließen
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.
2 Stunden zum Abschließen
10 Videos (Gesamt 54 min), 3 Lektüren, 2 Quiz
10 Videos
Message Strategies I - Cognitive6m
Message Strategies II – Affective & Conative3m
Advertising Appeals I – Emotional, Fear, Humor5m
Advertising Appeals II – Rationality, Sex, Scarcity4m
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative6m
Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4m
Spokesperson Selection5m
McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?11m
FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?3m
3 Lektüren
Investopedia: Comparative Advertising10m
11 Emotional Advertising Examples Most Used by Brands15m
Optional Reading10m
2 praktische Übungen
Message Strategies Practice Quiz16m
Module 3 Graded Assessment20m
2 Stunden zum Abschließen
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.
2 Stunden zum Abschließen
9 Videos (Gesamt 60 min), 3 Lektüren, 1 Quiz
9 Videos
Public Relations, Sponsorships & Cause Related Marketing8m
Alternative Marketing6m
Crisis Management7m
Digital Marketing & Social Media9m
What are the Latest Trends in Digital Marketing?3m
Search Engine Optimization & Content Marketing5m
Evaluation of an Integrated Marketing Communications Campaign8m
Ready for more?2m
3 Lektüren
A Strategic Perspective on Sales Promotions15m
42 Digital Marketing Trends You Can’t Ignore in 202020m
Optional reading on social media20m
1 praktische Übung
Module 4 Graded Assessment20m
Bewertungen
Top-Bewertungen von INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, PUBLIC RELATIONS, DIGITAL MARKETING AND MORE
von WRJun 5, 2017
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.
von VRFeb 22, 2020
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.
von MUFeb 9, 2019
Very insightful, interesting and thought provoking course. One can clearly see how the concepts are implemented in the real world, courtesy the interview-esque sessions with industry experts.
von ASMay 30, 2016
This is essentially important for professional peoples and its compose in such a great way, I am totally inspired and suggest to others must have a look.\n\nRegards\n\nAabid Ali Shahid
von AKSep 5, 2018
Nice materials to learn from and great faculty specially Professor Eda Sayin(course instructor) who has being an inspiration to me to learn more practically than being in books...! :)
von CSJan 20, 2020
Excellent course. very detailed in regards to communication campaign, objectives, etc.\n\nHowever, more content on digital marketing, SEO & Social Media marketing would be beneficial.
von CODec 2, 2018
Enlightening, instructive and informative. This course will open your mind to the exciting world of Marketing Communications and what you need to succeed in the industry today.
von JMJul 31, 2017
Gives a really good overview on different marketing channels and strategies. It does not go deep into any of those, though for high level understanding really recommend it!
von CTMay 6, 2017
I really enjoyed the course. After this module I decided to take the specialization. It is full of insights, good source of information and really added knowledge to me.
von WDSep 2, 2017
Definitely covers fundamentals but does not feel very advanced or cutting edge. Perhaps content could be updated to 2011-2017 material. This mostly seems 1990-2000.
von KMNov 5, 2018
An excellent course. The information provided was really valuable because it helped me understand where my particular skills are in the marketing mix.
von PMar 5, 2019
the course is quite educating and informative i will definately recommend this course to my colleagues.\n\nthank you Coursera for this opportunity.
Über 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.
Über den Spezialisierung Marketing Mix Implementation
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.
Häufig gestellte Fragen
Wann erhalte ich Zugang zu den Vorträgen und Aufgaben?
Sobald Sie sich für ein Zertifikat angemeldet haben, haben Sie Zugriff auf alle Videos, Quizspiele und Programmieraufgaben (falls zutreffend). Aufgaben, die von anderen Kursteilnehmern bewertet werden, können erst dann eingereicht und überprüft werden, wenn Ihr Unterricht begonnen hat. Wenn Sie sich den Kurs anschauen möchten, ohne ihn zu kaufen, können Sie womöglich auf bestimmte Aufgaben nicht zugreifen.
Was bekomme ich, wenn ich diese Spezialisierung abonniere?
Wenn Sie sich für den Kurs anmelden, erhalten Sie Zugriff auf alle Kurse der Spezialisierung und Sie erhalten nach Abschluss aller Arbeiten ein Zertifikat. Ihr elektronisches Zertifikat wird zu Ihrer Seite „Errungenschaften“ hinzugefügt – von dort können Sie Ihr Zertifikat ausdrucken oder es zu Ihrem LinkedIn Profil hinzufügen. Wenn Sie nur lesen und den Inhalt des Kurses anzeigen möchten, können Sie kostenlos als Gast an dem Kurs teilnehmen.
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