このコースについて
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100%オンライン

自分のスケジュールですぐに学習を始めてください。

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約9時間で修了

推奨:4 weeks of study, 2-4 hours/week...

英語

字幕:英語, スペイン語, 韓国語

習得するスキル

AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

約9時間で修了

推奨:4 weeks of study, 2-4 hours/week...

英語

字幕:英語, スペイン語, 韓国語

シラバス - 本コースの学習内容

1
2時間で修了

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.

...
11件のビデオ (合計65分), 1 reading, 1 quiz
11件のビデオ
Course Overview - What is Integrated Marketing Communications?7 分
Recent Trends in the Market9 分
Understanding the Marketing Process5 分
Decisions Required for an Effective Communications Campaign8 分
Building Customer Based Brand Equity9 分
Brand Loyalty6 分
How to Run a Successful Marketing Communications Campaign?6 分
How to Choose a Marketing Communications Agency?3 分
Structure of an Advertising Agency5 分
What are the Main Skills Required to Work in an Advertising Agency?3 分
1件の学習用教材
Managing Brands for the Long Run45 分
1の練習問題
Module 1 Graded Assessment20 分
2
2時間で修了

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.

...
9件のビデオ (合計54分), 3 readings, 1 quiz
9件のビデオ
Steps of Effective Communications7 分
Communications Objectives6 分
Consumer Decision Making Process8 分
How Advertising Works – AIDA and Hierarchy of Effects Models6 分
Consumer Approach to the Buying Process: FCB Grid5 分
Determining Marketing Communications Budget6 分
Relationship Between Communications Budget & Sales4 分
How to Convince Senior Executives on the Marketing Communications Budget?3 分
3件の学習用教材
How Advertising Works: What do We Really Know?28 分
Brands and Branding: Research Findings and Future Priorities35 分
Optional Reading10 分
1の練習問題
Module 2 Graded Assessment20 分
3
2時間で修了

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.

...
10件のビデオ (合計54分), 1 reading, 2 quizzes
10件のビデオ
Message Strategies I - Cognitive6 分
Message Strategies II – Affective & Conative3 分
Advertising Appeals I – Emotional, Fear, Humor5 分
Advertising Appeals II – Rationality, Sex, Scarcity4 分
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative6 分
Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4 分
Spokesperson Selection5 分
McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?11 分
FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?3 分
1件の学習用教材
Optional Reading10 分
2の練習問題
Message Strategies Practice Quiz16 分
Module 3 Graded Assessment20 分
4
2時間で修了

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.

...
9件のビデオ (合計60分), 2 readings, 1 quiz
9件のビデオ
Public Relations, Sponsorships & Cause Related Marketing8 分
Alternative Marketing6 分
Crisis Management7 分
Digital Marketing & Social Media9 分
What are the Latest Trends in Digital Marketing?3 分
Search Engine Optimization & Content Marketing5 分
Evaluation of an Integrated Marketing Communications Campaign8 分
Ready for more?2 分
2件の学習用教材
A Strategic Perspective on Sales Promotions15 分
Optional reading on social media20 分
1の練習問題
Module 4 Graded Assessment20 分
4.7
122件のレビューChevron Right

18%

コース終了後に新しいキャリアをスタートした

25%

コースが具体的なキャリアアップにつながった

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more からの人気レビュー

by 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.

by 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.

講師

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Eda Sayin

Professor
Marketing

IEビジネススクール(IE Business School)について

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....

Marketing Mix Implementationの専門講座について

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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