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

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more (Coursera)
Course Auditing
Categories
Effort
Certification
Languages
Misc

MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

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

Class Deals by MOOC List - Click here and see Coursera's Active Discounts, Deals, and Promo Codes.

MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

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.


Course 4 of 5 in the Marketing Mix Implementation Specialization


Syllabus


WEEK 1

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.


WEEK 2

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.


WEEK 3

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.


WEEK 4

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.



7
Average: 7 ( 3 votes )

MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.