This course is part of the Marketing Mix Implementation Specialization

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2,192 ratings

Eda Sayin

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Marketing Mix Implementation SpecializationIE Business School

About this Course

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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.

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Shareable Certificate

Earn a Certificate upon completion

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Coursera Labs

Includes hands on learning projects.

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Course 4 of 5 in the

Marketing Mix Implementation Specialization

Approx. 11 hours to complete

English

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Skills you will gain

Advertising
Integrated Marketing Communications
Marketing Communications
Marketing

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 4 of 5 in the

Marketing Mix Implementation Specialization

Approx. 11 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.66/5 (495 Ratings)

Eda Sayin

Offered by

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.

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Syllabus - What you will learn from this course

Content Rating96%(5,514 ratings)

Week1

Week 1

3 hours to complete

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 hours to complete

11 videos (Total 65 min), 2 readings, 1 quiz

11 videos

Trailer40sCourse Overview - What is Integrated Marketing Communications?7mRecent Trends in the Market9mUnderstanding the Marketing Process5mDecisions Required for an Effective Communications Campaign8mBuilding Customer Based Brand Equity9mBrand Loyalty6mHow to Run a Successful Marketing Communications Campaign?6mHow to Choose a Marketing Communications Agency?3mStructure of an Advertising Agency5mWhat are the Main Skills Required to Work in an Advertising Agency?3m

2 readings

What is Design Thinking and Why Is It So Popular?20mManaging Brands for the Long Run45m

1 practice exercise

Module 1 Graded Assessment30m

Week2

Week 2

3 hours to complete

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 hours to complete

9 videos (Total 54 min), 4 readings, 1 quiz

9 videos

Consumer Information Processing5mSteps of Effective Communications7mCommunications Objectives6mConsumer Decision Making Process8mHow Advertising Works – AIDA and Hierarchy of Effects Models6mConsumer Approach to the Buying Process: FCB Grid5mDetermining Marketing Communications Budget6mRelationship Between Communications Budget & Sales4mHow to Convince Senior Executives on the Marketing Communications Budget?3m

4 readings

Five Ways to Build Brand Recognition10mHow Advertising Works: What do We Really Know?28mBrands and Branding: Research Findings and Future Priorities35mOptional Reading10m

1 practice exercise

Module 2 Graded Assessment30m

Week3

Week 3

3 hours to complete

Advertising Management & Design

3 hours to complete

10 videos (Total 54 min), 3 readings, 2 quizzes

10 videos

Theoretical Approaches to Advertising Design3mMessage Strategies I - Cognitive6mMessage Strategies II – Affective & Conative3mAdvertising Appeals I – Emotional, Fear, Humor5mAdvertising Appeals II – Rationality, Sex, Scarcity4mExecutional Frameworks I - Animation, Slice of Life, Dramatization, Informative6mExecutional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4mSpokesperson Selection5mMcCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?11mFCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?3m

3 readings

Investopedia: Comparative Advertising10m11 Emotional Advertising Examples Most Used by Brands15mOptional Reading50m

2 practice exercises

Message Strategies Practice Quiz30mModule 3 Graded Assessment30m

Week4

Week 4

2 hours to complete

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 hours to complete

9 videos (Total 60 min), 3 readings, 1 quiz

9 videos

Sales Promotions9mPublic Relations, Sponsorships & Cause Related Marketing8mAlternative Marketing6mCrisis Management7mDigital Marketing & Social Media9mWhat are the Latest Trends in Digital Marketing?3mSearch Engine Optimization & Content Marketing5mEvaluation of an Integrated Marketing Communications Campaign8mReady for more?2m

3 readings

A Strategic Perspective on Sales Promotions15m42 Digital Marketing Trends You Can’t Ignore in 202020mOptional reading on social media20m

1 practice exercise

Module 4 Graded Assessment30m

Reviews

4.7

489 reviews

5 stars
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3 stars
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2 stars
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1 star
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TOP REVIEWS FROM INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, PUBLIC RELATIONS, DIGITAL MARKETING AND MORE

by CADec 17, 2020

A well tailored, educational course that helped me understand Marketing theory without a marketing background! To the point subjects, well presented and analytical explanations. Thank you Eda!

by 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!

by 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.

by CSJan 20, 2020

Excellent course. very detailed in regards to communication campaign, objectives, etc.

However, more content on digital marketing, SEO & Social Media marketing would be beneficial.

View all reviews

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
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.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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

About this Course

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