About this course: 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.
Created by: IE Business School
Taught by: Eda Sayin, Professor
Marketing
| Basic Info | Course 4 of 5 in the Marketing Mix Implementation Specialization |
| Commitment | 4 weeks of study, 2-4 hours/week |
| Language | English, Subtitles: Spanish, Korean |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
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.
11 videos, 1 reading
- Video: Course Overview - What is Integrated Marketing Communications?
- Video: Recent Trends in the Market
- Video: Understanding the Marketing Process
- Video: Decisions Required for an Effective Communications Campaign
- Video: Building Customer Based Brand Equity
- Video: Brand Loyalty
- Video: How to Run a Successful Marketing Communications Campaign?
- Video: How to Choose a Marketing Communications Agency?
- Video: Structure of an Advertising Agency
- Video: What are the Main Skills Required to Work in an Advertising Agency?
- Reading: Managing Brands for the Long Run
Graded: Module 1 Graded Assessment
WEEK 2
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.
9 videos, 3 readings
- Video: Steps of Effective Communications
- Video: Communications Objectives
- Video: Consumer Decision Making Process
- Video: How Advertising Works – AIDA and Hierarchy of Effects Models
- Reading: How Advertising Works: What do We Really Know?
- Video: Consumer Approach to the Buying Process: FCB Grid
- Reading: Brands and Branding: Research Findings and Future Priorities
- Video: Determining Marketing Communications Budget
- Video: Relationship Between Communications Budget & Sales
- Video: How to Convince Senior Executives on the Marketing Communications Budget?
- Reading: Optional Reading
Graded: Module 2 Graded Assessment
WEEK 3
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.
10 videos, 1 reading, 1 practice quiz
- Video: Message Strategies I - Cognitive
- Video: Message Strategies II – Affective & Conative
- Practice Quiz: Message Strategies Practice Quiz
- Video: Advertising Appeals I – Emotional, Fear, Humor
- Video: Advertising Appeals II – Rationality, Sex, Scarcity
- Video: Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative
- Video: Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy
- Video: Spokesperson Selection
- Video: McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
- Video: FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
- Reading: Optional Reading
Graded: Module 3 Graded Assessment
WEEK 4
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.
9 videos, 2 readings
- Reading: A Strategic Perspective on Sales Promotions
- Video: Public Relations, Sponsorships & Cause Related Marketing
- Video: Alternative Marketing
- Video: Crisis Management
- Video: Digital Marketing & Social Media
- Video: What are the Latest Trends in Digital Marketing?
- Video: Search Engine Optimization & Content Marketing
- Reading: Optional reading on social media
- Video: Evaluation of an Integrated Marketing Communications Campaign
- Video: Ready for more?
Graded: Module 4 Graded Assessment
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
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Creators
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.
Pricing
| Purchase Course | |
|---|---|
| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
Ratings and Reviews
Un curso excelente, dinámico y muy interesante para aprender más sobre las comunicaciones del marketing y diversos aspectos que se guardan tras de ellas.
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...! :)
Very helpful in learning basic concepts and testing your knowledge with the assignments is super helpful. I enjoyed the course very much.
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