课程信息
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第 4 门课程(共 5 门)

100% 在线

立即开始,按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

完成时间大约为9 小时

建议:4 weeks of study, 2-4 hours/week...

英语(English)

字幕:英语(English), 西班牙语(Spanish), 韩语

您将获得的技能

AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing

第 4 门课程(共 5 门)

100% 在线

立即开始,按照自己的计划学习。

可灵活调整截止日期

根据您的日程表重置截止日期。

完成时间大约为9 小时

建议:4 weeks of study, 2-4 hours/week...

英语(English)

字幕:英语(English), 西班牙语(Spanish), 韩语

教学大纲 - 您将从这门课程中学到什么

1
完成时间为 2 小时

What is IMC? IMC Planning Background

11 个视频 (总计 65 分钟), 1 个阅读材料, 1 个测验
11 个视频
Understanding the Marketing Process5分钟
Decisions Required for an Effective Communications Campaign8分钟
Building Customer Based Brand Equity9分钟
Brand Loyalty6分钟
How to Run a Successful Marketing Communications Campaign?6分钟
How to Choose a Marketing Communications Agency?3分钟
Structure of an Advertising Agency5分钟
What are the Main Skills Required to Work in an Advertising Agency?3分钟
1 个阅读材料
Managing Brands for the Long Run45分钟
1 个练习
Module 1 Graded Assessment20分钟
2
完成时间为 2 小时

IMC Planning Process

9 个视频 (总计 54 分钟), 3 个阅读材料, 1 个测验
9 个视频
Consumer Decision Making Process8分钟
How Advertising Works – AIDA and Hierarchy of Effects Models6分钟
Consumer Approach to the Buying Process: FCB Grid5分钟
Determining Marketing Communications Budget6分钟
Relationship Between Communications Budget & Sales4分钟
How to Convince Senior Executives on the Marketing Communications Budget?3分钟
3 个阅读材料
How Advertising Works: What do We Really Know?28分钟
Brands and Branding: Research Findings and Future Priorities35分钟
Optional Reading10分钟
1 个练习
Module 2 Graded Assessment20分钟
3
完成时间为 2 小时

Advertising Management & Design

10 个视频 (总计 54 分钟), 1 个阅读材料, 2 个测验
10 个视频
Advertising Appeals I – Emotional, Fear, Humor5分钟
Advertising Appeals II – Rationality, Sex, Scarcity4分钟
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative6分钟
Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4分钟
Spokesperson Selection5分钟
McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?11分钟
FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?3分钟
1 个阅读材料
Optional Reading10分钟
2 个练习
Message Strategies Practice Quiz16分钟
Module 3 Graded Assessment20分钟
4
完成时间为 2 小时

Marketing Communications Mix

9 个视频 (总计 60 分钟), 2 个阅读材料, 1 个测验
9 个视频
Crisis Management7分钟
Digital Marketing & Social Media9分钟
What are the Latest Trends in Digital Marketing?3分钟
Search Engine Optimization & Content Marketing5分钟
Evaluation of an Integrated Marketing Communications Campaign8分钟
Ready for more?2分钟
2 个阅读材料
A Strategic Perspective on Sales Promotions15分钟
Optional reading on social media20分钟
1 个练习
Module 4 Graded Assessment20分钟
4.7
132 个审阅Chevron Right

15%

完成这些课程后已开始新的职业生涯

25%

通过此课程获得实实在在的工作福利

来自Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more的热门评论

创建者 WRJun 6th 2017

This was actually a great learning experience for me. The course interested me so much that I was able to complete the entire module within 2 days. Thanks for providing me a great learning experience.

创建者 ENov 11th 2016

I was recommended by other to study this course. I am really appreciate his recommendation since I have developed a big picture about the advertising industry. This course is really useful to me.

讲师

Avatar

Eda Sayin

Professor
Marketing

关于 IE商学院

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

关于 营销组合实践 专项课程

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix....
营销组合实践

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