Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
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What Will You Learn?
Define what Integrated Marketing Communications (IMC) is and learn how the marketing process works.
Learn the theories on how advertising works and how consumers make decisions.
Discover the theoretical approaches to advertisement design and learn about message strategies, advertising appeals and executional frameworks.
Know the elements, latest trends and tools used for a marketing communications mix.
About This Course
Provider: Coursera
Format: Online
Duration: 11 hours to complete [Approx]
Target Audience: Beginners
Learning Objectives: Able to combine the appropriate theories and models with practical information to make better marketing communications decisions
Course Prerequisites: NA
Assessment and Certification: NA
Instructor: IE Business School
Key Topics: Advertising, Marketing Management, Marketing Mix, Communication, Integrated Marketing Communications
Topic Covered:
- - Course Overview - What is Integrated Marketing Communications?
- - Recent Trends in the Market
- - Understanding the Marketing Process
- - Decisions Required for an Effective Communications Campaign
- - Building Customer Based Brand Equity
- - Brand Loyalty
- - How to Run a Successful Marketing Communications Campaign?
- - How to Choose a Marketing Communications Agency?
- - Structure of an Advertising Agency
- - 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
- - Determining Marketing Communications Budget
- - Relationship Between Communications Budget & Sales
- - Theoretical Approaches to Advertising Design
- - Message Strategies I - Cognitive
- - Message Strategies II – Affective & Conative
- - 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
- - Sales Promotions
- - Public Relations, Sponsorships & Cause Related Marketing
- - Alternative Marketing
- - Crisis Management
- - Digital Marketing & Social Media
- - What are the Latest Trends in Digital Marketing?
- - Search Engine Optimization & Content Marketing
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