本課程是营销组合实践專項課程專項課程的一部分

4.7
星
2,173 個評分

Eda Sayin

75,803 人已註冊

提供方

营销组合实践專項課程IE商学院

課程信息

46,669 次近期查看

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. 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.

可靈活調整截止日期

根據您的日程表重置截止日期。

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

第 4 門課程（共 5 門）

营销组合实践專項課程

完成時間大約為11 小時

英語（English）

對員工進行熱門技能培訓能否為您的公司帶來益處？

體驗 Coursera 企業版

您將獲得的技能

Advertising
Integrated Marketing Communications
Marketing Communications
Marketing

可靈活調整截止日期

根據您的日程表重置截止日期。

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

第 4 門課程（共 5 門）

营销组合实践專項課程

完成時間大約為11 小時

英語（English）

對員工進行熱門技能培訓能否為您的公司帶來益處？

體驗 Coursera 企業版

授課教師

授課教師評分

4.67/5 （486 個評分）

Eda Sayin

提供方

IE商学院

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.

了解頂級公司的員工如何掌握熱門技能

了解關於 Coursera for Business 的更多信息

授課大綱 - 您將從這門課程中學到什麼

內容評分96%（5,471 個評分）

週

週 1

完成時間為 3 小時

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.

完成時間為 3 小時

11 個視頻（總計 65 分鐘）, 2 個閱讀材料, 1 個測驗

11 個視頻

Trailer40

Course Overview - What is Integrated Marketing Communications?7分鐘

Recent Trends in the Market9分鐘

Understanding the Marketing Process5分鐘

Decisions Required for an Effective Communications Campaign8分鐘

Building Customer Based Brand Equity9分鐘

Brand Loyalty6分鐘

How to Run a Successful Marketing Communications Campaign?6分鐘

How to Choose a Marketing Communications Agency?3分鐘

Structure of an Advertising Agency5分鐘

What are the Main Skills Required to Work in an Advertising Agency?3分鐘

2 個閱讀材料

What is Design Thinking and Why Is It So Popular?20分鐘

Managing Brands for the Long Run45分鐘

1 個練習

Module 1 Graded Assessment30分鐘

週

週 2

完成時間為 3 小時

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.

完成時間為 3 小時

9 個視頻（總計 54 分鐘）, 4 個閱讀材料, 1 個測驗

9 個視頻

Consumer Information Processing5分鐘

Steps of Effective Communications7分鐘

Communications Objectives6分鐘

Consumer Decision Making Process8分鐘

How Advertising Works – AIDA and Hierarchy of Effects Models6分鐘

Consumer Approach to the Buying Process: FCB Grid5分鐘

Determining Marketing Communications Budget6分鐘

Relationship Between Communications Budget & Sales4分鐘

How to Convince Senior Executives on the Marketing Communications Budget?3分鐘

4 個閱讀材料

Five Ways to Build Brand Recognition10分鐘

How Advertising Works: What do We Really Know?28分鐘

Brands and Branding: Research Findings and Future Priorities35分鐘

Optional Reading10分鐘

1 個練習

Module 2 Graded Assessment30分鐘

週

週 3

完成時間為 3 小時

Advertising Management & Design

完成時間為 3 小時

10 個視頻（總計 54 分鐘）, 3 個閱讀材料, 2 個測驗

10 個視頻

Theoretical Approaches to Advertising Design3分鐘

Message Strategies I - Cognitive6分鐘

Message Strategies II – Affective & Conative3分鐘

Advertising Appeals I – Emotional, Fear, Humor5分鐘

Advertising Appeals II – Rationality, Sex, Scarcity4分鐘

Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative6分鐘

Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4分鐘

Spokesperson Selection5分鐘

McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?11分鐘

FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?3分鐘

3 個閱讀材料

Investopedia: Comparative Advertising10分鐘

11 Emotional Advertising Examples Most Used by Brands15分鐘

Optional Reading50分鐘

2 個練習

Message Strategies Practice Quiz30分鐘

Module 3 Graded Assessment30分鐘

週

週 4

完成時間為 2 小時

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.

完成時間為 2 小時

9 個視頻（總計 60 分鐘）, 3 個閱讀材料, 1 個測驗

9 個視頻

Sales Promotions9分鐘

Public Relations, Sponsorships & Cause Related Marketing8分鐘

Alternative Marketing6分鐘

Crisis Management7分鐘

Digital Marketing & Social Media9分鐘

What are the Latest Trends in Digital Marketing?3分鐘

Search Engine Optimization & Content Marketing5分鐘

Evaluation of an Integrated Marketing Communications Campaign8分鐘

Ready for more?2分鐘

3 個閱讀材料

A Strategic Perspective on Sales Promotions15分鐘

42 Digital Marketing Trends You Can’t Ignore in 202020分鐘

Optional reading on social media20分鐘

1 個練習

Module 4 Graded Assessment30分鐘

審閱

4.7

483 條評論

5 stars
77.60%
4 stars
19.08%
3 stars
2.43%
2 stars
0.50%
1 star
0.36%

來自INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING, PUBLIC RELATIONS, DIGITAL MARKETING AND MORE的熱門評論

由 CO 提供2018年12月2日

Enlightening, instructive and informative. This course will open your mind to the exciting world of Marketing Communications and what you need to succeed in the industry today.

由 AS 提供2016年5月30日

This is essentially important for professional peoples and its compose in such a great way, I am totally inspired and suggest to others must have a look.

Regards

Aabid Ali Shahid

由 AK 提供2018年9月5日

Nice materials to learn from and great faculty specially Professor Eda Sayin(course instructor) who has being an inspiration to me to learn more practically than being in books...! :)

由 EE 提供2020年9月9日

this course was very explanatory and informative

it has broaden my knowledge on digital marketing, advertising and public relations

i am glad to have successfully finished this course.

查看所有評論

關於营销组合实践專項課程

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.

常見問題

我什么时候能够访问课程视频和作业？
讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
有助学金吗？
是的。如果您负担不起学习计划的注册费，则可以在选择学习计划时申请助学金或奖学金。如果您选择的学习计划提供助学金或奖学金，则您将在描述页面上看到一个申请链接。

還有其他問題嗎？請訪問學生幫助中心。

培養員工技能，推動業務成果

探索 Coursera for Business

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

課程信息

您將獲得的技能