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Dec 12th 2016

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more (Coursera)

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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. This course is designed to introduce you to the field of integrated marketing communications (IMC) and aims to increase your understanding of important issues in planning and evaluating marketing communications strategies and executions.

It combines the appropriate theories and models with practical information to help you make better marketing communications decisions. Particular emphasis is placed on understanding the role of IMC in creating valuable brands and winning your consumers. Upon completion of this course, you should be able to: (1) have a solid understanding of the strategic and tactical elements useful in IMC; (2) identify how market research and company objectives relate to the process of designing successful IMC campaigns; and (3) explain how effective creative strategies are developed and implemented.


Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more is course 4 of 5 in the Marketing Mix Implementation Specialization.

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 through one of two options: Either by helping a major company find solutions to real problems it is facing in the areas of the four P’s, or by running your own product through the marketing mix.