课程信息
4.7
421 个评分
97 个审阅
专项课程

第 4 门课程(共 5 门),位于

100% online

100% online

立即开始,按照自己的计划学习。
可灵活调整截止日期

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(小时)

完成时间大约为9 小时

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

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
专项课程

第 4 门课程(共 5 门),位于

100% online

100% online

立即开始,按照自己的计划学习。
可灵活调整截止日期

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(小时)

完成时间大约为9 小时

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

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(小时)
完成时间为 2 小时

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....
Reading
11 个视频(共 65 分钟), 1 个阅读材料, 1 个测验
Video11 个视频
Trailer分钟
Course Overview - What is Integrated Marketing Communications?7分钟
Recent Trends in the Market9分钟
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
Reading1 个阅读材料
Managing Brands for the Long Run45分钟
Quiz1 个练习
Module 1 Graded Assessment20分钟
2
完成时间(小时)
完成时间为 2 小时

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....
Reading
9 个视频(共 54 分钟), 3 个阅读材料, 1 个测验
Video9 个视频
Steps of Effective Communications7分钟
Communications Objectives6分钟
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
Reading3 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
Quiz1 个练习
Module 2 Graded Assessment20分钟
3
完成时间(小时)
完成时间为 2 小时

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. ...
Reading
10 个视频(共 54 分钟), 1 个阅读材料, 2 个测验
Video10 个视频
Message Strategies I - Cognitive6分钟
Message Strategies II – Affective & Conative3分钟
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
Reading1 个阅读材料
Optional Reading10分钟
Quiz2 个练习
Message Strategies Practice Quiz16分钟
Module 3 Graded Assessment20分钟
4
完成时间(小时)
完成时间为 2 小时

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....
Reading
9 个视频(共 60 分钟), 2 个阅读材料, 1 个测验
Video9 个视频
Public Relations, Sponsorships & Cause Related Marketing8分钟
Alternative Marketing6分钟
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
Reading2 个阅读材料
A Strategic Perspective on Sales Promotions15分钟
Optional reading on social media20分钟
Quiz1 个练习
Module 4 Graded Assessment20分钟
4.7
97 个审阅Chevron Right
职业方向

25%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利
职业晋升

17%

加薪或升职

热门审阅

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 Business School

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 Marketing Mix Implementation 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....
Marketing Mix Implementation

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