Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
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. Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions in order to create valuable brands and win consumers.
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- Level Foundation
- Duration 11 hours
- Course by IE Business School
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Offered by
About
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. Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions in order to create valuable brands and win consumers. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions, and learn brand and product strategy key concepts such as, brand loyalty and equity, communications plans objectives and budgeting, AIDA model, FCB Grid, theoretical approaches to advertising design, message strategies, advertising appeals, executional frameworks, spokesperson selection, creative brief, among others. 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, the placement of advertising and digital marketing.Modules
Introduction to IMC
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4
Videos
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1
Readings
4
Videos
- Trailer
- Course Overview - What is Integrated Marketing Communications?
- Recent Trends in the Market
- Understanding the Marketing Process
1
Readings
- What is Design Thinking and Why Is It So Popular?
Background Information Required for a Communications Campaign
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4
Videos
4
Videos
- Decisions Required for an Effective Communications Campaign
- Building Customer Based Brand Equity
- Brand Loyalty
- How to Run a Successful Marketing Communications Campaign?
Communications Agencies
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3
Videos
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1
Readings
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1
Assignment
1
Assignment
- Module 1 Graded Assessment
3
Videos
- How to Choose a Marketing Communications Agency?
- Structure of an Advertising Agency
- What are the Main Skills Required to Work in an Advertising Agency?
1
Readings
- Mastering Brand Management: Context, Strategies, and Real-World Examples
Communicating with the Consumer
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6
Videos
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3
Readings
6
Videos
- Consumer Information Processing
- Steps of Effective Communications
- Communications Objectives
- Consumer Decision Making Process
- How Advertising Works – AIDA and Hierarchy of Effects Models
- Consumer Approach to the Buying Process: FCB Grid
3
Readings
- Five Ways to Build Brand Recognition
- How Advertising Works: What do We Really Know?
- The Future of Branding: Trends and Challenges in a Digital Age
Communications Budget
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3
Videos
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1
Readings
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1
Assignment
1
Assignment
- Module 2 Graded Assessment
3
Videos
- Determining Marketing Communications Budget
- Relationship Between Communications Budget & Sales
- How to Convince Senior Executives on the Marketing Communications Budget?
1
Readings
- Optional Reading
Advertising Design & Message Strategies
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3
Videos
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1
Readings
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1
Assignment
1
Assignment
- Message Strategies Practice Quiz
3
Videos
- Theoretical Approaches to Advertising Design
- Message Strategies I - Cognitive
- Message Strategies II – Affective & Conative
1
Readings
- Investopedia: Comparative Advertising
Advertising Appeals & Executional Frameworks
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5
Videos
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1
Readings
5
Videos
- Advertising Appeals I – Emotional, Fear, Humor
- Advertising Appeals II – Rationality, Sex, Scarcity
- Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative
- Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy
- Spokesperson Selection
1
Readings
- 11 Emotional Advertising Examples Most Used by Brands
The Creative Brief
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2
Videos
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1
Readings
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1
Assignment
1
Assignment
- Module 3 Graded Assessment
2
Videos
- FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
- McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
1
Readings
- Optional Reading
Some Tools of the Marketing Communications Mix
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4
Videos
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1
Readings
4
Videos
- Sales Promotions
- Public Relations, Sponsorships & Cause Related Marketing
- Alternative Marketing
- Crisis Management
1
Readings
- Sales Promotion Strategies: From Concept to Practice
Digital Marketing
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3
Videos
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2
Readings
3
Videos
- Digital Marketing & Social Media
- What are the Latest Trends in Digital Marketing?
- Search Engine Optimization & Content Marketing
2
Readings
- 34 Digital Marketing Trends You Can’t Ignore
- Optional reading on social media
Evaluation IMC Campaigns
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2
Videos
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1
Assignment
1
Assignment
- Module 4 Graded Assessment
2
Videos
- Evaluation of an Integrated Marketing Communications Campaign
- Ready for more?
Auto Summary
Discover the essentials of Integrated Marketing Communications with this comprehensive course focusing on advertising, public relations, and digital marketing. Guided by IE Business School professor Eda Sayin, you'll explore key concepts such as brand loyalty, AIDA model, and message strategies through expert interviews and real-life examples. Ideal for foundation-level learners in Sales & Marketing, the course spans 660 minutes and offers Starter, Professional, and Paid subscription options.
Eda Sayin