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.
von
Spezialisierung Marketing Mix ImplementationIE Business SchoolÜber diesen Kurs
63,332 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
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. 11 Stunden zum Abschließen
Englisch
Untertitel: Arabischer Raum, Französisch, Portugiesisch (europäisch), Chinesisch (vereinfacht), Italienisch, Vietnamesisch, Koreanisch, Deutsch, Russisch, Türkisch, Englisch, Spanisch
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. 11 Stunden zum Abschließen
Englisch
Untertitel: Arabischer Raum, Französisch, Portugiesisch (europäisch), Chinesisch (vereinfacht), Italienisch, Vietnamesisch, Koreanisch, Deutsch, Russisch, Türkisch, Englisch, Spanisch
von
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.
Lehrplan - Was Sie in diesem Kurs lernen werden
3 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.
3 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 Assessment30m
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 Assessment30m
3 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.
3 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 Reading50m
2 praktische Übungen
Message Strategies Practice Quiz30m
Module 3 Graded Assessment30m
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 Assessment30m
Bewertungen
Top-Bewertungen von INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, PUBLIC RELATIONS, DIGITAL MARKETING AND MORE
von WR5. Juni 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 VR22. Feb. 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 SD20. Apr. 2020
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.
von UI13. Juni 2020
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.
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.
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