Este curso forma parte de Programa especializado: Marketing Mix Implementation

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96 %

Eda Sayin

75.422 ya inscrito

Ofrecido Por

Programa especializado: Marketing Mix ImplementationIE Business School

Acerca de este Curso

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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.

Fechas límite flexibles

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Certificado para compartir

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Comienza de inmediato y aprende a tu propio ritmo.

Curso 4 de 5 en

Programa especializado: Marketing Mix Implementation

Aprox. 11 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Habilidades que obtendrás

Advertising
Integrated Marketing Communications
Marketing Communications
Marketing

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 4 de 5 en

Programa especializado: Marketing Mix Implementation

Aprox. 11 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,67/5 (486 calificaciones)

Eda Sayin

Ofrecido por

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.

Mira cómo los empleados de las mejores empresas dominan las habilidades más demandadas

Obtén más información sobre Coursera para Empresas

Programa - Qué aprenderás en este curso

Calificación del contenido96%(5,454 calificaciones)

Semana

Semana 1

3 horas para completar

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 horas para completar

11 videos (Total 65 minutos), 2 lecturas, 1 cuestionario

11 videos

Trailer40s

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 lecturas

What is Design Thinking and Why Is It So Popular?20m

Managing Brands for the Long Run45m

1 ejercicio de práctica

Module 1 Graded Assessment30m

Semana

Semana 2

3 horas para completar

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 horas para completar

9 videos (Total 54 minutos), 4 lecturas, 1 cuestionario

9 videos

Consumer Information Processing5m

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 lecturas

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 ejercicio de práctica

Module 2 Graded Assessment30m

Semana

Semana 3

3 horas para completar

Advertising Management & Design

3 horas para completar

10 videos (Total 54 minutos), 3 lecturas, 2 cuestionarios

10 videos

Theoretical Approaches to Advertising Design3m

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 lecturas

Investopedia: Comparative Advertising10m

11 Emotional Advertising Examples Most Used by Brands15m

Optional Reading50m

2 ejercicios de práctica

Message Strategies Practice Quiz30m

Module 3 Graded Assessment30m

Semana

Semana 4

2 horas para completar

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 horas para completar

9 videos (Total 60 minutos), 3 lecturas, 1 cuestionario

9 videos

Sales Promotions9m

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 lecturas

A Strategic Perspective on Sales Promotions15m

42 Digital Marketing Trends You Can’t Ignore in 202020m

Optional reading on social media20m

1 ejercicio de práctica

Module 4 Graded Assessment30m

Reseñas

4.7

483 reseña

5 stars
77,59 %
4 stars
19,08 %
3 stars
2,43 %
2 stars
0,50 %
1 star
0,36 %

Principales reseñas sobre INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, PUBLIC RELATIONS, DIGITAL MARKETING AND MORE

por VR22 de feb. de 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.

por AK5 de sep. de 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...! :)

por EE9 de sep. de 2020

this course was very explanatory and informative

it has broaden my knowledge on digital marketing, advertising and public relations

i am glad to have successfully finished this course.

por AS30 de may. de 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.

Regards

Aabid Ali Shahid

Ver todas las reseñas

Acerca de Programa especializado: 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.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

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Habilidades que obtendrás