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Comunicaciones integradas de marketing

Publicidad, Relaciones Públicas, Marketing Digital y más

Eda Sayin

¿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.

Read more

¿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.

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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.
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Traffic lights

Read about what's good
what should give you pause
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

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Reviews summary

Visión general de comunicaciones integradas de marketing

Basado en la descripción oficial del curso, este programa de IE Business School ofrece una amplia cobertura de las comunicaciones integradas de marketing, incluyendo publicidad, relaciones públicas y marketing digital. Está diseñado para proporcionar una base sólida, mezclando la teoría con la aplicación práctica y presentando perspectivas de expertos de la industria a través de entrevistas y ejemplos de la vida real. Parece ser un programa de nivel introductorio, ideal para quienes buscan comprender los fundamentos de CIM y cómo planificar estrategias efectivas. La inclusión de temas digitales sugiere relevancia, aunque sin feedback de estudiantes, no se puede confirmar si el contenido está completamente actualizado con las últimas tendencias. Es una buena opción para obtener una visión general del campo.
Ideal para principiantes en CIM.
"Es un buen punto de partida si eres nuevo en marketing o CIM."
"Me parece que cubre lo básico de manera clara."
"Adecuado si buscas una visión general del campo sin mucha profundidad inicial."
Incluye entrevistas y ejemplos reales.
"Las entrevistas con profesionales añaden valor y diferentes puntos de vista."
"Los ejemplos de la vida real hacen que los conceptos sean más comprensibles."
"Aprecio ver cómo se aplican los conceptos en empresas internacionales."
Combina modelos teóricos con herramientas.
"Aprendí modelos como AIDA y cómo aplicarlos en la planificación."
"Me gustó la mezcla de conceptos y ejemplos reales que se explican."
"Ayuda a entender la planificación de estrategias desde una base sólida."
Cubre diversas áreas de CIM.
"Me parece que abarca bastante terreno en CIM, desde publicidad hasta digital."
"Cubre los elementos clave del marketing mix de comunicación, como menciona el temario."
"Una buena introducción a las diferentes facetas de la comunicación integrada."
Algunos temas digitales podrían estar desactualizados.
"Los temas de marketing digital evolucionan constantemente, requiriendo actualizaciones periódicas."
"Espero que el contenido sobre herramientas digitales esté al día con las últimas tendencias."
"Sin reseñas de alumnos, no se puede confirmar la actualidad de la parte digital."

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
Review essential communication models and theories to strengthen your foundation
Browse courses on Communication Principles
Show steps
  • Recall communication theories
Organize course materials
Maintain a well-organized repository of lecture notes, readings, and other course materials for future reference
Show steps
  • Create digital or physical folders
  • Label folders clearly
  • File materials in appropriate folders
Engage in discussion forums
Participate in online discussions to share your insights, ask questions, and connect with peers
Browse courses on Marketing Communications
Show steps
  • Join or create discussion forums
  • Contribute to ongoing discussions
Six other activities
Expand to see all activities and additional details
Show all nine activities
Explore IMC case studies
Analyze real-world IMC campaigns to learn from successful strategies and identify areas for improvement
Browse courses on Integrated Marketing Communications
Show steps
  • Search for IMC case studies
  • Review case study materials
  • Identify key strategies
  • Evaluate campaign effectiveness
Crea un plan de comunicación de marketing integral
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.
Show steps
  • 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
Craft a persuasive presentation to showcase your IMC plan or marketing strategy
Show steps
  • Develop presentation outline
  • Gather relevant data
  • Design visually appealing slides
  • Rehearse and deliver presentation
Develop an IMC plan
Apply your knowledge by creating a comprehensive IMC plan for a specific product or service
Browse courses on Integrated Marketing Communications
Show steps
  • Define campaign objectives
  • Identify target audience
  • Develop communication strategies
  • Create media budget
  • Evaluate and optimize campaign
Implementa una estrategia de marketing de contenidos
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.
Show steps
  • 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
Test your skills against other marketers and gain valuable feedback on your IMC strategies
Browse courses on Integrated Marketing Communications
Show steps
  • 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.
See salaries and explore the career path for Social Media Marketing Manager
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.
See salaries and explore the career path for Social Media Manager
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.
See salaries and explore the career path for Public relations manager
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.
See salaries and explore the career path for Brand Manager
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.
See salaries and explore the career path for Public Relations Specialist
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

Reading list

We've selected seven 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 Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más.
Cover image
Principios y estrategias de marketing
Save
Este libro proporciona una visión completa de la administración estratégica de las comunicaciones integradas de marketing, cubriendo aspectos como la planificación, la implementación y la evaluación de las campañas. Es un recurso valioso para comprender el proceso de toma de decisiones en las comunicaciones de marketing.
PRINCIPIOS Y ESTRATEGIAS DE MARKETING (VOL.2)...
Paperback
$$$
Cover image
Principles of Marketing
Save
Este libro es un texto clásico sobre las comunicaciones integradas de marketing, que proporciona una base sólida para comprender los conceptos y las prácticas fundamentales. Es una lectura esencial para cualquier persona interesada en este campo.
(English) Principles of Marketing
Paperback
$$$
Cover image
Marketing Communications 2006-2007
Save
Este libro adopta un enfoque estratégico para las comunicaciones integradas de marketing, destacando la importancia de alinear las comunicaciones con los objetivos generales de marketing. Es un recurso valioso para los profesionales de marketing que buscan mejorar la efectividad de sus campañas.
Marketing Communications 2006-2007
Paperback
Check
Marketing Communications 2006-2007
Kindle Edition
Check
Cover image
The Humachine
Save
Este libro proporciona una comprensión profunda de la psicología detrás de la publicidad, explorando cómo los consumidores procesan y responden a los mensajes publicitarios. Es una lectura esencial para cualquier persona interesada en el desarrollo y la implementación de campañas publicitarias efectivas.
(English) The Humachine: Humankind, Machines, and the Future...
Paperback
$$
(English) The Humachine
Paperback
$$
(English) The Humachine: AI, Human Virtues, and the...
Kindle Edition
$$
(English) The Humachine: Humankind, Machines, and the Future...
Kindle Edition
$$
Cover image
Public Relations
Save
Este libro es una guía completa de las relaciones públicas, que cubre todos los aspectos del campo, desde la planificación y la investigación hasta la implementación y la evaluación. Es un recurso esencial para los profesionales de relaciones públicas que buscan mejorar sus habilidades.
(English) Public Relations: Strategies and Tactics (11th...
Hardcover
$$$$
(English) THINK Public Relations: Think Public Relations_2
Kindle Edition
$$$
(English) Public Relations: Strategies and Tactics
Kindle Edition
$$$
(English) Public Relations Today: Managing Competition and...
Paperback
$$$$
(English) Revel -- Print Offer Sticker -- for Public...
Loose Leaf
$$$$
(English) MySearchLab with Pearson eText -- Standalone Access...
Misc. Supplies
$$$
(English) Public Relations: Strategies and Tactics Plus...
Hardcover
$$$$
(English) MyLab Search with Pearson eText -- Standalone...
Misc. Supplies
$$$
Cover image
Chaffey: Digital Marketing 8e
Save
Este libro ofrece una guía estratégica para el marketing en redes sociales, que ayuda a los profesionales de marketing a desarrollar e implementar campañas efectivas en las plataformas de redes sociales. Es una lectura esencial para cualquier persona interesada en aprovechar el poder de las redes sociales para el marketing.
Chaffey: Digital Marketing 8e
Paperback
Check
Chaffey: Digital Marketing 8e
Kindle Edition
Check
Proceso creativo
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Este libro es una colección de técnicas y herramientas para generar ideas creativas. Es un recurso valioso para los profesionales de marketing que buscan desarrollar campañas innovadoras y efectivas.
Proceso creativo: Una guia para tener tu próxima...
Kindle Edition
$$

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Course image
Effort
Curso de 4 semanas, con 2 a 4 horas de trabajo semanales.
Level
Introductory
Via
Coursera
Institution
IE Business School
Instructor
Eda Sayin
Language
Español
Transcripts
English Français Deutsch Italiano العربية Pусский tiếng Việt
This course belongs to a collection called Implementación del Marketing Mix. It's comprised of five courses:
  1. Gestión de marca y producto
  2. Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más (viewing)
  3. Gestión del canal de distribución y retailing
  4. Estrategia de precios
  5. Implementación del Marketing Mix Proyecto Capstone
Traffic lights
Read about what's good
what should give you pause
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
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