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Eda Sayin
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.
Read more
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.
Read more
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/gkrpx6/integrated
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What's inside
Syllabus
What is IMC? IMC Planning Background
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.
Read more
Syllabus
What is IMC? IMC Planning Background
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.
Read more
IMC Planning Process
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.
Advertising Management & Design
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.
Marketing Communications Mix
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.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Develops brand loyalty and equity, which are core skills for marketing professionals
Provides practical information to help learners make better marketing communications decisions
Covers the latest trends in the market
Offers expert interviews from international marketing firms
Includes interesting real-life examples
Save this course
Save Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more to your list so you can find it easily later:
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Reviews summary
Integrated marketing communications: theory and practice
learners say this course on integrated marketing communications is largely positive. It provides engaging assignments, clear instructions, and helpful insights from industry experts. The course covers a wide range of topics, including advertising, public relations, digital marketing, and more. Overall, students find this course to be a well-received introduction to integrated marketing communications.
inspiring
"It was a really interesting course and the best part about it was the various examples given for almost every new terminology. "
An expose on the current marketing trends
"An expose on the current marketing trends"
well structured.
"well structured."
Good course, clear instructions.
"Good course, clear instructions."
amazing interviews
"Excellent way of explaining all concepts including the interviews of David Gracia, FCB, Monica Moro, , etc. "
very informative and good.
"it was informative and good."
difficult exams
"difficult exams"
A bit outdated but very useful!
"A bit outdated but very useful! "
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more with these
activities:
Evaluate your current marketing communication skills
Show steps
Understand your strengths and weaknesses in marketing communications.
Browse courses on
Marketing Communications
Show steps
-
Take a self-assessment quiz or survey to evaluate your knowledge and skills in marketing communications.
-
Review your past experiences in marketing communications and identify areas where you excelled and where you need improvement.
-
Identify specific areas that you want to focus on improving.
Review core marketing concepts
Show steps
Review the basics of marketing to ensure a solid foundation and to improve comprehension of the concepts covered in this course.
Show steps
-
Revisit textbooks and notes from previous marketing courses.
-
Enroll in free online marketing courses or tutorials.
-
Read articles and blogs about fundamental marketing principles.
Compile a list of marketing tools and resources
Show steps
Gather and organize useful tools and resources to aid in effective marketing campaign planning and execution.
Show steps
-
Research and identify relevant marketing tools and resources.
-
Categorize and organize the tools based on their functionality.
-
Create a comprehensive list or database for easy reference and access.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Explore case studies of successful marketing campaigns
Show steps
Analyze real-world examples to understand how effective marketing campaigns are created, executed, and evaluated.
Show steps
-
Identify case studies of successful marketing campaigns.
-
Read articles, watch videos, or attend webinars about these case studies.
-
Analyze the strategies, tactics, and results of these campaigns.
Create marketing campaign plans
Show steps
Practice developing marketing campaign plans to apply the theories and models learned in class and to improve critical thinking and decision-making skills.
Show steps
-
Choose a product or service to focus on.
-
Conduct market research to understand the target audience.
-
Set marketing objectives and goals.
-
Develop a comprehensive marketing strategy.
-
Create a detailed marketing budget.
Volunteer with marketing organizations
Show steps
Gain practical experience and contribute to the marketing community while applying knowledge and skills learned in class.
Show steps
-
Identify marketing organizations that offer volunteer opportunities.
-
Apply for volunteer positions and undergo any necessary training.
-
Participate in marketing-related activities and contribute to projects.
Attend industry events
Show steps
Connect with professionals in the marketing field to gain insights, learn about industry trends, and expand professional network.
Show steps
-
Research and identify relevant industry events.
-
Register for the events and prepare for networking.
-
Attend the events, actively participate in discussions, and exchange information.
Develop a marketing plan for a real-world product or service
Show steps
Apply the knowledge gained in the course to a practical project, enhancing problem-solving, decision-making, and implementation skills.
Show steps
-
Identify a specific product or service to focus on.
-
Conduct thorough market research and analysis.
-
Develop a comprehensive marketing plan.
-
Implement the marketing plan and track its performance.
-
Evaluate the results and make necessary adjustments.
Evaluate your current marketing communication skills
Show steps
Understand your strengths and weaknesses in marketing communications.
Browse courses on
Marketing Communications
Show steps
Show steps
Show steps
- Take a self-assessment quiz or survey to evaluate your knowledge and skills in marketing communications.
- Review your past experiences in marketing communications and identify areas where you excelled and where you need improvement.
- Identify specific areas that you want to focus on improving.
Review core marketing concepts
Show steps
Review the basics of marketing to ensure a solid foundation and to improve comprehension of the concepts covered in this course.
Show steps
Show steps
Show steps
- Revisit textbooks and notes from previous marketing courses.
- Enroll in free online marketing courses or tutorials.
- Read articles and blogs about fundamental marketing principles.
Compile a list of marketing tools and resources
Show steps
Gather and organize useful tools and resources to aid in effective marketing campaign planning and execution.
Show steps
Show steps
Show steps
- Research and identify relevant marketing tools and resources.
- Categorize and organize the tools based on their functionality.
- Create a comprehensive list or database for easy reference and access.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Explore case studies of successful marketing campaigns
Show steps
Analyze real-world examples to understand how effective marketing campaigns are created, executed, and evaluated.
Show steps
Show steps
Show steps
- Identify case studies of successful marketing campaigns.
- Read articles, watch videos, or attend webinars about these case studies.
- Analyze the strategies, tactics, and results of these campaigns.
Create marketing campaign plans
Show steps
Practice developing marketing campaign plans to apply the theories and models learned in class and to improve critical thinking and decision-making skills.
Show steps
Show steps
Show steps
- Choose a product or service to focus on.
- Conduct market research to understand the target audience.
- Set marketing objectives and goals.
- Develop a comprehensive marketing strategy.
- Create a detailed marketing budget.
Volunteer with marketing organizations
Show steps
Gain practical experience and contribute to the marketing community while applying knowledge and skills learned in class.
Show steps
Show steps
Show steps
- Identify marketing organizations that offer volunteer opportunities.
- Apply for volunteer positions and undergo any necessary training.
- Participate in marketing-related activities and contribute to projects.
Attend industry events
Show steps
Connect with professionals in the marketing field to gain insights, learn about industry trends, and expand professional network.
Show steps
Show steps
Show steps
- Research and identify relevant industry events.
- Register for the events and prepare for networking.
- Attend the events, actively participate in discussions, and exchange information.
Develop a marketing plan for a real-world product or service
Show steps
Apply the knowledge gained in the course to a practical project, enhancing problem-solving, decision-making, and implementation skills.
Show steps
Show steps
Show steps
- Identify a specific product or service to focus on.
- Conduct thorough market research and analysis.
- Develop a comprehensive marketing plan.
- Implement the marketing plan and track its performance.
- Evaluate the results and make necessary adjustments.
Career center
Learners who complete Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more will develop knowledge and skills
that may be useful to these careers:
Marketing Communications Manager
Marketing Communications Manager
A Marketing Communications Manager is responsible for planning and executing marketing communications campaigns. They may also be responsible for managing a company’s marketing communications budget. This course may be helpful for this role, as it provides a comprehensive overview of marketing communications strategies and executions. The course also covers key concepts such as marketing communications planning, budgeting, and evaluation, which are essential for effective marketing communications campaigns.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager plans and executes digital marketing campaigns to promote products or services online. They may also be responsible for managing a company’s website and social media presence. This course may be helpful for this role, as it provides a comprehensive overview of digital marketing channels and strategies. The course also covers key concepts such as search engine optimization (SEO), social media marketing, and email marketing, which are essential for effective digital marketing campaigns.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for managing a company’s social media presence. They may also be responsible for developing and executing social media campaigns. This course may be helpful for this role, as it provides a comprehensive overview of social media marketing strategies and executions. The course also covers key concepts such as social media analytics, content marketing, and influencer marketing, which are essential for effective social media campaigns.
Content Marketing Manager
Content Marketing Manager
A Content Marketing Manager is responsible for planning and executing content marketing campaigns. They may also be responsible for managing a company’s blog or social media presence. This course may be helpful for this role, as it provides a comprehensive overview of content marketing strategies and executions. The course also covers key concepts such as content creation, content distribution, and content analytics, which are essential for effective content marketing campaigns.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and managing a company’s brand. They may also be responsible for developing and executing marketing campaigns to promote the brand. This course may be helpful for this role, as it provides a comprehensive overview of brand management strategies and executions. The course also covers key concepts such as brand positioning, brand identity, and brand equity, which are essential for effective brand management.
Market Research Analyst
Market Research Analyst
A Market Research Analyst is responsible for conducting market research to gather information about a company’s customers, competitors, and market trends. They may also be responsible for analyzing data and developing recommendations for marketing strategies. This course may be helpful for this role, as it provides a comprehensive overview of market research methodologies and techniques. The course also covers key concepts such as survey design, data analysis, and market segmentation, which are essential for effective market research.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for planning and executing marketing strategies for a company or organization. They may also be responsible for managing a marketing team and budget. This course may be helpful for this role, as it provides a comprehensive overview of marketing strategies and executions. The course also covers key concepts such as market research, product development, and pricing, which are essential for effective marketing strategies.
Advertising Account Executive
Advertising Account Executive
An Advertising Account Executive is responsible for managing client relationships and developing and executing advertising campaigns. This course may be helpful for this role, as it provides a comprehensive overview of the advertising process, from planning and budgeting to message development and execution. The course also covers key concepts such as the AIDA model, FCB Grid, and creative brief, which are essential for successful advertising campaigns.
Media Planner
Media Planner
A Media Planner is responsible for planning and executing media campaigns for a company or organization. They may also be responsible for negotiating with media outlets and managing a media budget. This course may be helpful for this role, as it provides a comprehensive overview of media planning strategies and executions. The course also covers key concepts such as media buying, media optimization, and media measurement, which are essential for effective media planning.
Product Manager
Product Manager
A Product Manager is responsible for planning and executing product strategies for a company or organization. They may also be responsible for managing a product team and budget. This course may be helpful for this role, as it provides a comprehensive overview of product management strategies and executions. The course also covers key concepts such as product development, product marketing, and product life cycle management, which are essential for effective product management strategies.
Sales Manager
Sales Manager
A Sales Manager is responsible for planning and executing sales strategies for a company or organization. They may also be responsible for managing a sales team and budget. This course may be helpful for this role, as it provides a comprehensive overview of sales strategies and executions. The course also covers key concepts such as sales forecasting, sales pipeline management, and customer relationship management, which are essential for effective sales strategies.
Creative Director
Creative Director
A Creative Director is responsible for developing and executing creative campaigns for a company or organization. They may also be responsible for managing a creative team and budget. This course may be helpful for this role, as it provides a comprehensive overview of creative campaign strategies and executions. The course also covers key concepts such as creative briefing, concept development, and art direction, which are essential for effective creative campaigns.
Copywriter
Copywriter
A Copywriter is responsible for writing creative copy for advertising, marketing, and public relations campaigns. They may also be responsible for developing creative concepts and ideas. This course may be helpful for this role, as it provides a comprehensive overview of copywriting techniques and strategies. The course also covers key concepts such as copywriting principles, tone of voice, and persuasive writing, which are essential for effective copywriting.
Public relations manager
Public relations manager
A Public Relations Manager plans and executes public relations campaigns to enhance or protect an organization’s reputation and image. They may also work with the media to disseminate positive information about their organization. This course may be helpful for this role, as it provides an in-depth understanding of marketing communications strategies and executions. The course also covers key concepts such as brand loyalty and equity, communications plans objectives and budgeting, and advertising appeals, which are essential for effective public relations campaigns.
Art Director
Art Director
An Art Director is responsible for developing and executing the visual elements of advertising, marketing, and public relations campaigns. They may also be responsible for managing a creative team and budget. This course may be helpful for this role, as it provides a comprehensive overview of art direction techniques and strategies. The course also covers key concepts such as visual communication, typography, and layout design, which are essential for effective art direction.
For more career information including salaries, visit:
OpenCourser.com/course/gkrpx6/integrated
Reading list
We've selected ten books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more.
Provides a comprehensive overview of integrated marketing communications, with a focus on building brand equity. It would be a valuable resource for students in this course who want to learn more about the strategic aspects of IMC.
This handbook provides a comprehensive overview of the latest research and thinking on integrated marketing communications. It would be a valuable resource for students in this course who want to learn more about the theoretical foundations of IMC.
Provides a comprehensive overview of the psychology of marketing communications, with a focus on how consumers process and respond to marketing messages. It would be a valuable resource for students in this course who want to learn more about the psychological foundations of IMC.
Provides a set of principles that can help marketers achieve success. It would be a valuable resource for students in this course who want to learn more about the fundamental principles of IMC.
Provides a framework for understanding how to win in competition. It would be a valuable resource for students in this course who want to learn more about the strategic aspects of IMC.
Save
Provides a framework for understanding how the internet is changing the way we price goods and services. It would be a valuable resource for students in this course who want to learn more about the implications of the internet for IMC.
Provides a framework for understanding how the internet is changing the way we communicate with each other. It would be a valuable resource for students in this course who want to learn more about the implications of the internet for IMC.
Save
Provides a framework for understanding how the internet is changing the way we make decisions. It would be a valuable resource for students in this course who want to learn more about the implications of the internet for IMC.
Provides a framework for understanding how established companies can avoid being disrupted by new technologies. It would be a valuable resource for students in this course who want to learn more about the challenges and opportunities of IMC in a rapidly changing technological landscape.
Provides a framework for understanding how the internet is changing the way we consume and produce goods and services. It would be a valuable resource for students in this course who want to learn more about the implications of the internet for IMC.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/gkrpx6/integrated
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Effort
4 weeks of study, 2-4 hours/week
Level
Introductory
Via
Coursera
Institution
IE Business School
Instructor
Eda Sayin
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
Pусский
Türkçe
Polski
Ελληνικά
українська мова
magyar nyelv
Bahasa Indonesia
ไทย
қазақша
اُردُو,
فارسی
বাংলা
tiếng Việt
پښتو
آذربایجان دیلی
This course belongs to a
collection
called
Marketing Mix Implementation. It's comprised of five courses:
- Brand and Product Management
- Channel Management and Retailing
- Marketing Mix Implementation Capstone
- Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more (viewing)
- Pricing Strategy
Good to know
Develops brand loyalty and equity, which are core skills for marketing professionals
Provides practical information to help learners make better marketing communications decisions
Covers the latest trends in the market
Offers expert interviews from international marketing firms
Includes interesting real-life examples
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