About this Course
34,472 recent views

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 9 hours to complete

Suggested: 4 weeks of study, 2-4 hours/week...

English

Subtitles: English, Spanish, Korean

Skills you will gain

AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Approx. 9 hours to complete

Suggested: 4 weeks of study, 2-4 hours/week...

English

Subtitles: English, Spanish, Korean

Syllabus - What you will learn from this course

Week
1
2 hours to complete

What is IMC? IMC Planning Background

11 videos (Total 65 min), 1 reading, 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
1 reading
Managing Brands for the Long Run45m
1 practice exercise
Module 1 Graded Assessment20m
Week
2
2 hours to complete

IMC Planning Process

9 videos (Total 54 min), 3 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
3 readings
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
2 hours to complete

Advertising Management & Design

10 videos (Total 54 min), 1 reading, 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
1 reading
Optional Reading10m
2 practice exercises
Message Strategies Practice Quiz16m
Module 3 Graded Assessment20m
Week
4
2 hours to complete

Marketing Communications Mix

9 videos (Total 60 min), 2 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
2 readings
A Strategic Perspective on Sales Promotions15m
Optional reading on social media20m
1 practice exercise
Module 4 Graded Assessment20m
4.7
140 ReviewsChevron Right

15%

started a new career after completing these courses

25%

got a tangible career benefit from this course

Top reviews from Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

By WRJun 6th 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.

By ENov 11th 2016

I was recommended by other to study this course. I am really appreciate his recommendation since I have developed a big picture about the advertising industry. This course is really useful to me.

Instructor

Avatar

Eda Sayin

Professor
Marketing

About 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....

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.

More questions? Visit the Learner Help Center.