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

107,767 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

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

Shareable certificate

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Assessments

6 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 readings2 assignments

11 videosTotal 65 minutes

Trailer1 minute
Course Overview - What is Integrated Marketing Communications?7 minutes
Recent Trends in the Market9 minutes
Understanding the Marketing Process5 minutes
Decisions Required for an Effective Communications Campaign8 minutes
Building Customer Based Brand Equity10 minutes
Brand Loyalty6 minutes
How to Run a Successful Marketing Communications Campaign?7 minutes
How to Choose a Marketing Communications Agency?3 minutes
Structure of an Advertising Agency5 minutes
What are the Main Skills Required to Work in an Advertising Agency?3 minutes

2 readingsTotal 50 minutes

What is Design Thinking and Why Is It So Popular?20 minutes
Mastering Brand Management: Context, Strategies, and Real-World Examples30 minutes

2 assignmentsTotal 40 minutes

IMC Practice10 minutes
Module 1 Graded Assessment30 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 videosTotal 54 minutes

Consumer Information Processing5 minutes
Steps of Effective Communications7 minutes
Communications Objectives7 minutes
Consumer Decision Making Process8 minutes
How Advertising Works – AIDA and Hierarchy of Effects Models7 minutes
Consumer Approach to the Buying Process: FCB Grid6 minutes
Determining Marketing Communications Budget7 minutes
Relationship Between Communications Budget & Sales5 minutes
How to Convince Senior Executives on the Marketing Communications Budget?3 minutes

4 readingsTotal 90 minutes

Five Ways to Build Brand Recognition10 minutes
How Advertising Works: What do We Really Know?35 minutes
The Future of Branding: Trends and Challenges in a Digital Age35 minutes
Optional Reading10 minutes

1 assignmentTotal 30 minutes

Module 2 Graded Assessment30 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 videosTotal 54 minutes

Theoretical Approaches to Advertising Design4 minutes
Message Strategies I - Cognitive6 minutes
Message Strategies II – Affective & Conative3 minutes
Advertising Appeals I – Emotional, Fear, Humor6 minutes
Advertising Appeals II – Rationality, Sex, Scarcity4 minutes
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative6 minutes
Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4 minutes
Spokesperson Selection6 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 readingsTotal 75 minutes

Investopedia: Comparative Advertising10 minutes
11 Emotional Advertising Examples Most Used by Brands15 minutes
Optional Reading50 minutes

2 assignmentsTotal 60 minutes

Message Strategies Practice Quiz30 minutes
Module 3 Graded Assessment30 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 videosTotal 60 minutes

Sales Promotions9 minutes
Public Relations, Sponsorships & Cause Related Marketing9 minutes
Alternative Marketing6 minutes
Crisis Management8 minutes
Digital Marketing & Social Media9 minutes
What are the Latest Trends in Digital Marketing?3 minutes
Search Engine Optimization & Content Marketing6 minutes
Evaluation of an Integrated Marketing Communications Campaign8 minutes
Ready for more?2 minutes

3 readingsTotal 55 minutes

Sales Promotion Strategies: From Concept to Practice15 minutes
24 Digital Marketing Trends You Can’t Ignore20 minutes
Optional reading on social media20 minutes

1 assignmentTotal 30 minutes

Module 4 Graded Assessment30 minutes

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Instructor

Eda Sayin

IE Business School

2 Courses131,183 learners

Offered by

IE Business School

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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.