Об этом курсе
4.7
Оценки: 437
Рецензии: 100
Специализация

Курс 4 из 5 в программе

100% онлайн

100% онлайн

Начните сейчас и учитесь по собственному графику.
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Часов на завершение

Прибл. 9 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 2-4 hours/week...
Доступные языки

Английский

Субтитры: Английский, Испанский, Корейский

Приобретаемые навыки

AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing
Специализация

Курс 4 из 5 в программе

100% онлайн

100% онлайн

Начните сейчас и учитесь по собственному графику.
Гибкие сроки

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Часов на завершение

Прибл. 9 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 2-4 hours/week...
Доступные языки

Английский

Субтитры: Английский, Испанский, Корейский

Программа курса: что вы изучите

Неделя
1
Часов на завершение
2 ч. на завершение

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 видео ((всего 65 мин.)), 1 материал для самостоятельного изучения, 1 тест
Video11 видео
Course Overview - What is Integrated Marketing Communications?7мин
Recent Trends in the Market9мин
Understanding the Marketing Process5мин
Decisions Required for an Effective Communications Campaign8мин
Building Customer Based Brand Equity9мин
Brand Loyalty6мин
How to Run a Successful Marketing Communications Campaign?6мин
How to Choose a Marketing Communications Agency?3мин
Structure of an Advertising Agency5мин
What are the Main Skills Required to Work in an Advertising Agency?3мин
Reading1 материал для самостоятельного изучения
Managing Brands for the Long Run45мин
Quiz1 практическое упражнение
Module 1 Graded Assessment20мин
Неделя
2
Часов на завершение
2 ч. на завершение

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 видео ((всего 54 мин.)), 3 материалов для самостоятельного изучения, 1 тест
Video9 видео
Steps of Effective Communications7мин
Communications Objectives6мин
Consumer Decision Making Process8мин
How Advertising Works – AIDA and Hierarchy of Effects Models6мин
Consumer Approach to the Buying Process: FCB Grid5мин
Determining Marketing Communications Budget6мин
Relationship Between Communications Budget & Sales4мин
How to Convince Senior Executives on the Marketing Communications Budget?3мин
Reading3 материала для самостоятельного изучения
How Advertising Works: What do We Really Know?28мин
Brands and Branding: Research Findings and Future Priorities35мин
Optional Reading10мин
Quiz1 практическое упражнение
Module 2 Graded Assessment20мин
Неделя
3
Часов на завершение
2 ч. на завершение

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 видео ((всего 54 мин.)), 1 материал для самостоятельного изучения, 2 тестов
Video10 видео
Message Strategies I - Cognitive6мин
Message Strategies II – Affective & Conative3мин
Advertising Appeals I – Emotional, Fear, Humor5мин
Advertising Appeals II – Rationality, Sex, Scarcity4мин
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative6мин
Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4мин
Spokesperson Selection5мин
McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?11мин
FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?3мин
Reading1 материал для самостоятельного изучения
Optional Reading10мин
Quiz2 практического упражнения
Message Strategies Practice Quiz16мин
Module 3 Graded Assessment20мин
Неделя
4
Часов на завершение
2 ч. на завершение

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 видео ((всего 60 мин.)), 2 материалов для самостоятельного изучения, 1 тест
Video9 видео
Public Relations, Sponsorships & Cause Related Marketing8мин
Alternative Marketing6мин
Crisis Management7мин
Digital Marketing & Social Media9мин
What are the Latest Trends in Digital Marketing?3мин
Search Engine Optimization & Content Marketing5мин
Evaluation of an Integrated Marketing Communications Campaign8мин
Ready for more?2мин
Reading2 материала для самостоятельного изучения
A Strategic Perspective on Sales Promotions15мин
Optional reading on social media20мин
Quiz1 практическое упражнение
Module 4 Graded Assessment20мин
4.7
Рецензии: 100Chevron Right
Формирование карьерного пути

25%

начал новую карьеру, пройдя эти курсы
Карьерные преимущества

33%

получил значимые преимущества в карьере благодаря этому курсу
Продвижение по карьерной лестнице

17%

стал больше зарабатывать или получил повышение

Лучшие рецензии

автор: 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.

автор: 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.

Преподаватель

Avatar

Eda Sayin

Professor
Marketing

О 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....

О специализации ''Marketing Mix Implementation'

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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