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

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

This course is part of Marketing Mix Implementation Specialization

Instructor: Eda Sayin

105,716 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

2,481 reviews

Beginner level

No prior experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

2,481 reviews

Beginner level

No prior experience required

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

What you'll learn

Define what Integrated Marketing Communications (IMC) is and learn how the marketing process works.
Learn the theories on how advertising works and how consumers make decisions.
Discover the theoretical approaches to advertisement design and learn about message strategies, advertising appeals and executional frameworks.
Know the elements, latest trends and tools used for a marketing communications mix.

Details to know

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Assessments

5 assignments

Taught in English

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Build your subject-matter expertise

This course is part of the Marketing Mix Implementation Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in 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 in order to create valuable brands and win consumers.

You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions, and learn brand and product strategy key concepts such as, brand loyalty and equity, communications plans objectives and budgeting, AIDA model, FCB Grid, theoretical approaches to advertising design, message strategies, advertising appeals, executional frameworks, spokesperson selection, creative brief, among others. 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, the placement of advertising and digital marketing.

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.

What's included

11 videos2 readings1 assignment

11 videos Total 65 minutes

Trailer 1 minute
Course Overview - What is Integrated Marketing Communications? 7 minutes
Recent Trends in the Market 9 minutes
Understanding the Marketing Process 5 minutes
Decisions Required for an Effective Communications Campaign 8 minutes
Building Customer Based Brand Equity 10 minutes
Brand Loyalty 6 minutes
How to Run a Successful Marketing Communications Campaign? 7 minutes
How to Choose a Marketing Communications Agency? 3 minutes
Structure of an Advertising Agency 5 minutes
What are the Main Skills Required to Work in an Advertising Agency? 3 minutes

2 readings Total 50 minutes

What is Design Thinking and Why Is It So Popular? 20 minutes
Mastering Brand Management: Context, Strategies, and Real-World Examples 30 minutes

1 assignment Total 30 minutes

Module 1 Graded Assessment 30 minutes

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.

What's included

9 videos4 readings1 assignment

9 videos Total 54 minutes

Consumer Information Processing 5 minutes
Steps of Effective Communications 7 minutes
Communications Objectives 7 minutes
Consumer Decision Making Process 8 minutes
How Advertising Works – AIDA and Hierarchy of Effects Models 7 minutes
Consumer Approach to the Buying Process: FCB Grid 6 minutes
Determining Marketing Communications Budget 7 minutes
Relationship Between Communications Budget & Sales 5 minutes
How to Convince Senior Executives on the Marketing Communications Budget? 3 minutes

4 readings Total 90 minutes

Five Ways to Build Brand Recognition 10 minutes
How Advertising Works: What do We Really Know? 35 minutes
The Future of Branding: Trends and Challenges in a Digital Age 35 minutes
Optional Reading 10 minutes

1 assignment Total 30 minutes

Module 2 Graded Assessment 30 minutes

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.

What's included

10 videos3 readings2 assignments

10 videos Total 54 minutes

Theoretical Approaches to Advertising Design 4 minutes
Message Strategies I - Cognitive 6 minutes
Message Strategies II – Affective & Conative 3 minutes
Advertising Appeals I – Emotional, Fear, Humor 6 minutes
Advertising Appeals II – Rationality, Sex, Scarcity 4 minutes
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative 6 minutes
Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy 4 minutes
Spokesperson Selection 6 minutes
FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process? 4 minutes
McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process? 11 minutes

3 readings Total 75 minutes

Investopedia: Comparative Advertising 10 minutes
11 Emotional Advertising Examples Most Used by Brands 15 minutes
Optional Reading 50 minutes

2 assignments Total 60 minutes

Message Strategies Practice Quiz 30 minutes
Module 3 Graded Assessment 30 minutes

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.

What's included

9 videos3 readings1 assignment

9 videos Total 60 minutes

Sales Promotions 9 minutes
Public Relations, Sponsorships & Cause Related Marketing 9 minutes
Alternative Marketing 6 minutes
Crisis Management 8 minutes
Digital Marketing & Social Media 9 minutes
What are the Latest Trends in Digital Marketing? 3 minutes
Search Engine Optimization & Content Marketing 6 minutes
Evaluation of an Integrated Marketing Communications Campaign 8 minutes
Ready for more? 2 minutes

3 readings Total 55 minutes

Sales Promotion Strategies: From Concept to Practice 15 minutes
34 Digital Marketing Trends You Can’t Ignore 20 minutes
Optional reading on social media 20 minutes

1 assignment Total 30 minutes

Module 4 Graded Assessment 30 minutes

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Instructor

Instructor ratings

(581 ratings)

Eda Sayin

IE Business School

2 Courses 128,975 learners

Offered by

IE Business School

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Reviewed on Jun 5, 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.

Reviewed on Feb 27, 2018

instructor was very simple and define each topic easily and a lot of examples are given with each term .i wish she give another course on marketing , and i will be the first one to participate in .

Reviewed on Jun 13, 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.

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. 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.

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.

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.