Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
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Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more at Coursera Overview
Duration | 11 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course  |
Credential | Certificate |
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more at Coursera Highlights
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Course 4 of 5 in the Marketing Mix Implementation Specialization
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Approx. 11 hours to complete
- English Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, Korean, German, Russian, English, Spanish
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more at Coursera Course details
- 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. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers.
- 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 and the placement of advertising and digital marketing.
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more at Coursera Curriculum
What is IMC? IMC Planning Background
Trailer
Course Overview - What is Integrated Marketing Communications?
Recent Trends in the Market
Understanding the Marketing Process
Decisions Required for an Effective Communications Campaign
Building Customer Based Brand Equity
Brand Loyalty
How to Run a Successful Marketing Communications Campaign?
How to Choose a Marketing Communications Agency?
Structure of an Advertising Agency
What are the Main Skills Required to Work in an Advertising Agency?
What is Design Thinking and Why Is It So Popular?
Managing Brands for the Long Run
Module 1 Graded Assessment
IMC Planning Process
Consumer Information Processing
Steps of Effective Communications
Communications Objectives
Consumer Decision Making Process
How Advertising Works ? AIDA and Hierarchy of Effects Models
Consumer Approach to the Buying Process: FCB Grid
Determining Marketing Communications Budget
Relationship Between Communications Budget & Sales
How to Convince Senior Executives on the Marketing Communications Budget?
Five Ways to Build Brand Recognition
How Advertising Works: What do We Really Know?
Brands and Branding: Research Findings and Future Priorities
Optional Reading
Module 2 Graded Assessment
Advertising Management & Design
Theoretical Approaches to Advertising Design
Message Strategies I - Cognitive
Message Strategies II ? Affective & Conative
Advertising Appeals I ? Emotional, Fear, Humor
Advertising Appeals II ? Rationality, Sex, Scarcity
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative
Executional Frameworks II ? Testimonial, Authoritative, Demonstration, Fantasy
Spokesperson Selection
McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
Investopedia: Comparative Advertising
11 Emotional Advertising Examples Most Used by Brands
Optional Reading
Message Strategies Practice Quiz
Module 3 Graded Assessment
Marketing Communications Mix
Sales Promotions
Public Relations, Sponsorships & Cause Related Marketing
Alternative Marketing
Crisis Management
Digital Marketing & Social Media
What are the Latest Trends in Digital Marketing?
Search Engine Optimization & Content Marketing
Evaluation of an Integrated Marketing Communications Campaign
Ready for more?
A Strategic Perspective on Sales Promotions
42 Digital Marketing Trends You Can?t Ignore in 2020
Optional reading on social media
Module 4 Graded Assessment
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more at Coursera Admission Process
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