IE Business School
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
IE Business School

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

This course is part of Marketing Mix Implementation Specialization

Taught in English

Some content may not be translated

Eda Sayin

Instructor: Eda Sayin

85,347 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.7

(2,271 reviews)

|

96%

Beginner level
No prior experience required
10 hours (approximately)
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

Add to your LinkedIn profile

Assessments

5 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.7

(2,271 reviews)

|

96%

Beginner level
No prior experience required
10 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

Placeholder

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
Placeholder
Placeholder

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Placeholder

There are 4 modules in this course

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 quiz

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 quiz

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 quizzes

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 quiz

Instructor

Instructor ratings
4.7 (519 ratings)
Eda Sayin
IE Business School
2 Courses107,133 learners

Offered by

Recommended if you're interested in Marketing

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

Showing 3 of 2271

4.7

2,271 reviews

  • 5 stars

    77.88%

  • 4 stars

    18.82%

  • 3 stars

    2.50%

  • 2 stars

    0.52%

  • 1 star

    0.26%

MH
5

Reviewed on Sep 26, 2020

UI
4

Reviewed on Jun 13, 2020

VK
5

Reviewed on May 13, 2020

New to Marketing? Start here.

Placeholder

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions