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.
Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
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Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
This course is part of Marketing Mix Implementation Specialization
Instructor: Eda Sayin
92,016 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.7
(2,366 reviews)
Beginner level
No prior experience required
Flexible schedule
Approx. 10 hours
Learn at your own pace
96%
Most learners liked this course
What you'll 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.
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
5 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
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This course is part of the Marketing Mix Implementation Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
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.
What's included
11 videos2 readings1 assignment
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.
What's included
9 videos4 readings1 assignment
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.
What's included
10 videos3 readings2 assignments
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.
What's included
9 videos3 readings1 assignment
Instructor
Instructor ratings
4.7 (548 ratings)Offered by
Recommended if you're interested in Marketing
IE Business School
University of Illinois Urbana-Champaign
University of Colorado Boulder
IE Business School
Build toward a degree
When you complete this course, you may be able to have your learning recognized for credit if you are admitted and enroll in one of the following online degree programs.¹
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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