[MUSIC] Hello, my name is Ramon Diaz Bernado. I'm the Academic Director of the Marketing Mix Implementation and Facilitation. And in this course IE Business School Marketing Professor Eder Sain. Will guide you to discover the world of integrated marketing communications I would like to remind you that this course is one of the four of the marketing implementation specialization by Coursera. If you haven't already, I would encourage you to take a look at the other three courses, which are brand and pro management, pricing strategy, internal management and retailing. If you decide to be fully specialisation, you will also gain access to the Capstone project, where you will be able to implement what you have learn by solving a real life problem. Thanks for joining us in this adventure and I wish you have a complete success. Thank you. [MUSIC] >> Welcome to the Integrated Marketing Communications course. I am Adosian and I will be your instructor for this course. Let me introduce myself to you very briefly. I have a doctoral degree in marketing and I am particularly focused in consumer behavior. Prior my doctoral studies I have worked in the industry for ten years as a marketing communications manager. This course is designed to introduce you to the field of integrated marketing communications. It combines the appropriate theories and models with practical information to help you make better marketing communications decisions. We will have interviews with successful professionals from the field to supplement the theories we learned throughout the course. This course will help you understand important issues in planning, executing, and evaluating communications campaigns. Today, marketing requires more than developing a good product, pricing it attractively and making it accessible. Companies and brands must also communicate with present and potential consumers. Communications become increasingly important with harder as more companies are trying grab consumer attention within a highly cluttered environment. So the question is, what to say, how to say it, to whom, and our how often to say it? In this course, we have four modeules. In the first module, we will define what integrated marketing communication is. In order to clearly define it, we will first understand the marketing process. And elaborate on the important decision that marketing managers need to take throughout the marketing process. Additionally, we will learn about the latest trends in the market and how we can establish brand equity and loyalty. In the second module, we will focus on the planning process for an effective integrated marketing communications campaign. We will mind the potential challenges we may come across while we are communicating with our consumers and tricks to overcome these challenges. We will learn theories on how advertising works and how consumers make decisions. Additionally we will talked about how we should established our marketing communications budgets. Throughout the first two modules, we will learn to tailor our marketing communications strategy in line with the specific company characteristic, goals, and needs. In the third module, we will center our discussion on the theoretical approaches to advertisement design. We will learn about possible message strategies, advertising appeals, and execution frameworks through a lot of examples. Additionally, we will see a professional's point of view on the creative process. Finally, in the fourth module, we will elaborate on the elements of marketing communications mix. We will learn the latest trends and tools that are used in integrated marketing communications. We will cover tools such as customer promotion activities, public relations, course related marketing, crisis management, social media marketing, digital marketing, and search engine optimization. So what exactly is integrative marketing communications? It is the life of the company and its brands. It's the attempt to inform and persuade, and remind consumers about the company and its brands, and products. Many marketers define scope of marketing communications very narrowly, in a way limited to advertising. Marketing communications actually extend far beyond advertising and include public relations, event promotions, sponsorships, sales promotions, digital marketing, contact marketing and so on. To have a systematic approach in planning is critical. We need to understand consumers and provide them an offering that satisfies their need. Then we need to insure a consistent message that explains our value for position across all promotional elements. We try to enhance efficiency off these communications by leveraging potential synergies across different channels. Just briefly, we can define integrated marketing communications as the coordination of and integration of all marketing communication tools within a company, into a seamless program which maximizes impact of the value proposition on consumers at a minimal cost. This is very important because every company has limited resources. In order to increase the effectiveness of our communications, we need to secure consistency in all channels and create a synergy among them. Innovatively marketing communications had a creative element which helps graph the intention of consumers. However, persuasion requires a combination of rational argument, emotional appeal, and dramatic presentation. Accordingly marketing managers need to use their strategic skills to developed and assist marketing communication plan involved both art and science to persuade consumers. And to persuade them effectively and efficiently. Understanding the marketing process is essential for anyone planning to communicate with costumers. That is why strategic market and plan forms the basis for any integrated marketing communications campaign. The plan should coordinate every component of the marketing mix in order to achieve harmony in messages delivered to the customers. In this lecture, we had a brief overview of the course and we define broadly what integrated marketing communication means. In the next lecture, we will have. The executive creative director of FCB Madrid an international advertising agency in Spain. To give us a summary of the latest trends in the market. [MUSIC]
