Informações sobre o curso
4.7
521 classificações
119 avaliações

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 9 horas para completar

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

Inglês

Legendas: Inglês, Espanhol, Coreano

Habilidades que você terá

AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 9 horas para completar

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

Inglês

Legendas: Inglês, Espanhol, Coreano

Programa - O que você aprenderá com este curso

Semana
1
2 horas para concluir

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 vídeos (total de (Total 65 mín.) min), 1 leitura, 1 teste
11 videos
Course Overview - What is Integrated Marketing Communications?7min
Recent Trends in the Market9min
Understanding the Marketing Process5min
Decisions Required for an Effective Communications Campaign8min
Building Customer Based Brand Equity9min
Brand Loyalty6min
How to Run a Successful Marketing Communications Campaign?6min
How to Choose a Marketing Communications Agency?3min
Structure of an Advertising Agency5min
What are the Main Skills Required to Work in an Advertising Agency?3min
1 leituras
Managing Brands for the Long Run45min
1 exercício prático
Module 1 Graded Assessment20min
Semana
2
2 horas para concluir

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 vídeos (total de (Total 54 mín.) min), 3 leituras, 1 teste
9 videos
Steps of Effective Communications7min
Communications Objectives6min
Consumer Decision Making Process8min
How Advertising Works – AIDA and Hierarchy of Effects Models6min
Consumer Approach to the Buying Process: FCB Grid5min
Determining Marketing Communications Budget6min
Relationship Between Communications Budget & Sales4min
How to Convince Senior Executives on the Marketing Communications Budget?3min
3 leituras
How Advertising Works: What do We Really Know?28min
Brands and Branding: Research Findings and Future Priorities35min
Optional Reading10min
1 exercício prático
Module 2 Graded Assessment20min
Semana
3
2 horas para concluir

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 vídeos (total de (Total 54 mín.) min), 1 leitura, 2 testes
10 videos
Message Strategies I - Cognitive6min
Message Strategies II – Affective & Conative3min
Advertising Appeals I – Emotional, Fear, Humor5min
Advertising Appeals II – Rationality, Sex, Scarcity4min
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative6min
Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4min
Spokesperson Selection5min
McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?11min
FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?3min
1 leituras
Optional Reading10min
2 exercícios práticos
Message Strategies Practice Quiz16min
Module 3 Graded Assessment20min
Semana
4
2 horas para concluir

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 vídeos (total de (Total 60 mín.) min), 2 leituras, 1 teste
9 videos
Public Relations, Sponsorships & Cause Related Marketing8min
Alternative Marketing6min
Crisis Management7min
Digital Marketing & Social Media9min
What are the Latest Trends in Digital Marketing?3min
Search Engine Optimization & Content Marketing5min
Evaluation of an Integrated Marketing Communications Campaign8min
Ready for more?2min
2 leituras
A Strategic Perspective on Sales Promotions15min
Optional reading on social media20min
1 exercício prático
Module 4 Graded Assessment20min
4.7
119 avaliaçõesChevron Right

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comecei uma nova carreira após concluir estes cursos

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Melhores avaliações

por 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.

por 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.

Instrutores

Avatar

Eda Sayin

Professor
Marketing

Sobre IE Business SchoolIE 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....

Sobre o Programa de cursos integrados Implementação do composto de Marketing ou mix de Marketing

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....
Implementação do composto de Marketing ou mix de Marketing

Perguntas Frequentes – FAQ

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

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