About this Course

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Learner Career Outcomes

15%

started a new career after completing these courses

29%

got a tangible career benefit from this course

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 9 hours to complete

English

Subtitles: English, Spanish, Korean

Skills you will gain

AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing

Learner Career Outcomes

15%

started a new career after completing these courses

29%

got a tangible career benefit from this course

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 9 hours to complete

English

Subtitles: English, Spanish, Korean

Instructor

Offered by

IE Business School logo

IE Business School

Syllabus - What you will learn from this course

Content RatingThumbs Up96%(2,581 ratings)Info
Week
1

Week 1

2 hours to complete

What is IMC? IMC Planning Background

2 hours to complete
11 videos (Total 65 min), 2 readings, 1 quiz
11 videos
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 readings
What is Design Thinking and Why Is It So Popular?20m
Managing Brands for the Long Run45m
1 practice exercise
Module 1 Graded Assessment20m
Week
2

Week 2

3 hours to complete

IMC Planning Process

3 hours to complete
9 videos (Total 54 min), 4 readings, 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 readings
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 practice exercise
Module 2 Graded Assessment20m
Week
3

Week 3

2 hours to complete

Advertising Management & Design

2 hours to complete
10 videos (Total 54 min), 3 readings, 2 quizzes
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 readings
Investopedia: Comparative Advertising10m
11 Emotional Advertising Examples Most Used by Brands15m
Optional Reading10m
2 practice exercises
Message Strategies Practice Quiz16m
Module 3 Graded Assessment20m
Week
4

Week 4

2 hours to complete

Marketing Communications Mix

2 hours to complete
9 videos (Total 60 min), 3 readings, 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 readings
A Strategic Perspective on Sales Promotions15m
42 Digital Marketing Trends You Can’t Ignore in 202020m
Optional reading on social media20m
1 practice exercise
Module 4 Graded Assessment20m

About the Marketing Mix Implementation Specialization

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....
Marketing Mix Implementation

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

  • If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.

  • Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.

More questions? Visit the Learner Help Center.