Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más from Coursera

¿Está familiarizado con las campañas de comunicación de marketing? Aprenda más sobre este pilar clave del marketing mix y utilícelo para dar el empujón que su producto o servicio necesita. Con este curso comprenderá las cuestiones más importantes a la hora de planificar y evaluar estrategias y ejecuciones de comunicaciones de marketing para crear marcas valiosas y ganar consumidores.

Será capaz de combinar las teorías y modelos adecuados con la información práctica para tomar mejores decisiones en comunicaciones de marketing, y aprenderá conceptos clave de estrategia de marca y producto como, lealtad y equidad de marca, objetivos y presupuesto de planes de comunicación, modelo AIDA, FCB Grid, enfoques teóricos del diseño publicitario, estrategias de mensaje, atractivos publicitarios, marcos de ejecución, selección de portavoces, brief creativo, entre otros.

La profesora de IE Business School Eda Sayin le guiará a través del proceso con la ayuda de entrevistas a expertos de empresas internacionales de marketing y le proporcionará interesantes ejemplos de la vida real. Después de este curso estará equipado con el conocimiento para asegurarse de que toma la decisión correcta cuando se trata de comunicaciones, la colocación de la publicidad y el marketing digital.

What's inside

Syllabus

¿Qué son las IMC? Antecedentes en la planificación de las IMC

Este curso se ha diseñado como una introducción al campo de las comunicaciones integradas de marketing (IMC, por su sigla en inglés) para que pueda ayudarle a tomar mejores decisiones en materia de comunicaciones de marketing. Definiremos lo que son las comunicaciones integradas de marketing. Revisaremos cada etapa del proceso de marketing y profundizaremos en las decisiones importantes que los directores de marketing deben tomar a través del proceso de marketing. Además, conoceremos las últimas tendencias del mercado, cómo crear capital y lealtad de marca y, además, hablaremos con varios expertos en la materia.

Proceso de planificación de las IMC

Nos centramos en el proceso de planificación de una campaña de comunicaciones integradas de marketing eficaz. Explicaremos los retos potenciales a los que podría enfrentar al comunicarse con los consumidores y los trucos para poder superar estos retos. Aprenderá las teorías acerca de cómo funciona la publicidad y cómo toman decisiones los consumidores. Además, podrá establecer presupuestos para comunicaciones de marketing. Aprenderá a adaptar su estrategia de comunicaciones a las características, objetivos y necesidades específicos de una empresa.

Gestión y diseño de la publicidad

Tras este módulo, podrá poner en práctica los enfoques teóricos hacia el diseño de la publicidad. Conocerá posibles estrategias de mensaje, atractivos publicitarios y ejecuciones de mensaje a través de numerosos ejemplos. Además, conocerá las opiniones de los profesionales acerca del proceso creativo.

Marketing Communications Mix

En este módulo, trabajaremos con los elementos del marketing mix de comunicaciones. Tendrá acceso a las últimas tendencias y herramientas utilizadas en las comunicaciones integradas de marketing. Podrá utilizar en sus productos y servicios herramientas como actividades de promoción para clientes, relaciones públicas, marketing relacionado a causas, gestión de crisis, marketing en medios sociales, marketing digital y optimización de motores de búsqueda.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Examines communication planning, an important pillar of marketing

Explores the critical aspects of marketing strategy and communication execution

Develops skills in balancing theories with practical data to optimize marketing communications

Taught by expert instructors with industry experience, providing valuable insights and real-life examples

Covers essential concepts like brand strategy, consumer loyalty, and advertising techniques

Reviews summary

Informative, up-to-date imc resource

Based on reviews, this course provides a comprehensive overview of integrated marketing communications (IMC) with updated and accurate information. Learners will gain valuable knowledge in planning and evaluating IMC strategies and executions to create valuable brands and win customers.

Provides up-to-date information on IMC.

"Excellent, with updated and accurate information..."

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 Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más with these activities:

Revise communication principles

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Review essential communication models and theories to strengthen your foundation

Browse courses on Communication Principles

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Recall communication theories

Organize course materials

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Maintain a well-organized repository of lecture notes, readings, and other course materials for future reference

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Create digital or physical folders
Label folders clearly
File materials in appropriate folders

Engage in discussion forums

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Participate in online discussions to share your insights, ask questions, and connect with peers

Browse courses on Marketing Communications

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Join or create discussion forums
Contribute to ongoing discussions

Six other activities

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Show all nine activities

Explore IMC case studies

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Analyze real-world IMC campaigns to learn from successful strategies and identify areas for improvement

Browse courses on Integrated Marketing Communications

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Search for IMC case studies
Review case study materials
Identify key strategies
Evaluate campaign effectiveness

Crea un plan de comunicación de marketing integral

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Solidifica tu comprensión de la planificación de las IMC practicando la creación de un plan integral, lo que te permitirá aplicar los conceptos aprendidos en el curso.

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Define los objetivos de la campaña de IMC
Identifica al público objetivo
Desarrolla estrategias de mensajería y comunicación
Selecciona los canales y tácticas de comunicación adecuados
Establece un presupuesto para la campaña de IMC

Create a marketing presentation

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Craft a persuasive presentation to showcase your IMC plan or marketing strategy

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Develop presentation outline
Gather relevant data
Design visually appealing slides
Rehearse and deliver presentation

Develop an IMC plan

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Apply your knowledge by creating a comprehensive IMC plan for a specific product or service

Browse courses on Integrated Marketing Communications

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Define campaign objectives
Identify target audience
Develop communication strategies
Create media budget
Evaluate and optimize campaign

Implementa una estrategia de marketing de contenidos

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Adquiere experiencia práctica en la implementación de estrategias de marketing de contenidos, lo que te permitirá dominar las herramientas y técnicas necesarias para crear contenido valioso.

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Define los objetivos de la estrategia de marketing de contenidos
Identifica a tu público objetivo
Desarrolla un calendario y un plan de contenidos
Crea contenido atractivo y valioso
Promociona tu contenido a través de diversos canales

Participate in marketing challenges

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Test your skills against other marketers and gain valuable feedback on your IMC strategies

Browse courses on Integrated Marketing Communications

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Identify relevant marketing challenges
Develop a winning submission
Submit your work and receive feedback

Career center

Learners who complete Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más will develop knowledge and skills that may be useful to these careers:

Integrated Marketing Communications Manager

This course is purpose-built to aid in your journey to become an Integrated Marketing Communications Manager. It will provide you with a comprehensive understanding of the field of Integrated Marketing Communications (IMC) and the various channels and strategies used to create and execute effective marketing campaigns.

See salaries and explore the career path for Integrated Marketing Communications Manager

Marketing Communications Manager

This course on Integrated Marketing Communications will provide you with a competitive edge in your chosen career path of becoming a Marketing Communications Manager. The course covers essential elements of marketing communications, such as strategic planning, message development, and media selection, enabling you to develop and execute effective marketing communications campaigns.

See salaries and explore the career path for Marketing Communications Manager

Communications Manager

The course on Integrated Marketing Communications is an excellent starting point for a Communications Manager. It provides a comprehensive overview of the field, covering various aspects of marketing communications, including public relations, advertising, and digital marketing. The course will equip you with the knowledge and skills necessary to develop and execute effective communications strategies.

See salaries and explore the career path for Communications Manager

Marketing Manager

This course provides a comprehensive overview of the field of Integrated Marketing Communications (IMC). Marketing Managers will find this understanding to be invaluable. The course will equip you with the knowledge and skills necessary to develop and execute effective marketing campaigns, which are essential for success in this role.

See salaries and explore the career path for Marketing Manager

Digital Marketing Manager

As a Digital Marketing Manager, you are responsible for planning and executing digital marketing campaigns. This course will give you a strong foundation in the field of Integrated Marketing Communications (IMC). It will equip you with a comprehensive understanding of the various digital marketing channels and how to use them effectively.

See salaries and explore the career path for Digital Marketing Manager

Advertising Account Manager

An Advertising Account Manager is responsible for managing advertising campaigns for clients. This course will give you the knowledge and skills to develop, execute, and evaluate effective advertising campaigns. It covers various aspects of advertising, including media planning, creative development, and campaign measurement.

See salaries and explore the career path for Advertising Account Manager

Social Media Marketing Manager

This course provides a module on social media marketing that will be particularly beneficial to you as a Social Media Marketing Manager. It will give you the knowledge and skills to develop and execute effective social media campaigns, helping you stay ahead in this rapidly evolving field.

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Chief Marketing Officer (CMO)

As a Chief Marketing Officer (CMO), this course will serve as a valuable asset in helping you stay up-to-date with the latest trends and best practices in the field of Integrated Marketing Communications (IMC). The course will equip you with a comprehensive understanding of the various marketing channels and how to use them effectively, which is essential for success in this role.

See salaries and explore the career path for Chief Marketing Officer (CMO)

Social Media Manager

This course on Integrated Marketing Communications may be an excellent starting point for your intended career as a Social Media Manager. The module on social media marketing will be particularly beneficial to you. The course will help you understand how to develop and execute effective social media campaigns, which will give you a competitive edge in the job market.

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Public relations manager

The course material on public relations and media relations will be useful to you as a Public Relations Manager. It covers the role of public relations in integrated marketing communications and how to build and maintain a positive public image for organizations. This understanding can contribute to your success in this field.

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Brand Manager

This course will be useful for you if you are seeking to pursue a career as a Brand Manager, as it offers a comprehensive overview of the field of Integrated Marketing Communications (IMC). The course will equip you with the knowledge and skills necessary to develop and manage effective branding strategies, which are essential for success in this role.

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Media Planner

In planning and purchasing advertising and marketing media for clients, media planners like yourself will value the material on media planning offered by this course. The course will equip you with the knowledge and skills to develop and execute effective media plans, which is a core responsibility of Media Planners.

See salaries and explore the career path for Media Planner

Search Engine Optimization (SEO) Specialist

As a Search Engine Optimization (SEO) Specialist, you will benefit from this course's material on search engine optimization (SEO). This course will equip you with the knowledge and skills necessary to improve the visibility and ranking of websites in search engine results pages (SERPs), which is a valuable asset in the field of SEO.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Public Relations Specialist

A Public Relations Specialist may find value in the course material on public relations and media relations. The course provides an overview of the role of public relations in integrated marketing communications, which will increase your understanding of how this tool can be used to build and maintain a positive public image for organizations.

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Marketing Research Analyst

If you wish to channel your passion for the discipline of marketing into a career path, Marketing Research Analyst may be an excellent option for you to explore. It involves the use of quantitative and qualitative techniques to find consumer insights. This course may be useful. The course offers an overview of the field of Integrated Marketing Communications (IMCs), giving you a foundation to understand the different tools used in marketing research. The material on media planning will also be helpful to those who wish to pursue Marketing Research Analyst roles.

See salaries and explore the career path for Marketing Research Analyst