Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
- 4.7
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Approx. 11 hours to complete
Course Summary
This course introduces students to the world of integrated marketing communications (IMC) and how it can be used to create a strong, unified marketing message across multiple platforms.Key Learning Points
- Learn how to develop effective IMC strategies and campaigns
- Explore the different marketing channels available, including digital, social media, and traditional advertising
- Understand the importance of market research and analytics in IMC
Related Topics for further study
- Integrated Marketing Communications
- Marketing Strategy
- Market Research
- Digital Marketing
- Social Media Marketing
Learning Outcomes
- Develop a strong understanding of IMC and its importance in the marketing world
- Learn how to develop effective IMC campaigns that reach target audiences
- Understand the role of market research and analytics in IMC and how to use them to inform marketing decisions
Prerequisites or good to have knowledge before taking this course
- Basic knowledge of marketing principles
- Access to a computer and internet connection
Course Difficulty Level
IntermediateCourse Format
- Online and self-paced
- Video lectures and quizzes
Similar Courses
- Marketing Strategy for Entrepreneurs
- Social Media Marketing
Related Education Paths
Notable People in This Field
- Chief Content Officer at MarketingProfs
- Founder of Moz
Related Books
Description
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.
Outline
- What is IMC? IMC Planning Background
- Trailer
- 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
- What are the Main Skills Required to Work in an Advertising Agency?
- What is Design Thinking and Why Is It So Popular?
- Managing Brands for the Long Run
- Module 1 Graded Assessment
- IMC Planning Process
- 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
- How to Convince Senior Executives on the Marketing Communications Budget?
- Five Ways to Build Brand Recognition
- How Advertising Works: What do We Really Know?
- Brands and Branding: Research Findings and Future Priorities
- Optional Reading
- Module 2 Graded Assessment
- Advertising Management & Design
- 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
- McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
- FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?
- Investopedia: Comparative Advertising
- 11 Emotional Advertising Examples Most Used by Brands
- Optional Reading
- Message Strategies Practice Quiz
- Module 3 Graded Assessment
- Marketing Communications Mix
- 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
- Evaluation of an Integrated Marketing Communications Campaign
- Ready for more?
- A Strategic Perspective on Sales Promotions
- 42 Digital Marketing Trends You Can’t Ignore in 2020
- Optional reading on social media
- Module 4 Graded Assessment
Summary of User Reviews
This course on integrated marketing communications has received positive reviews from users. The course covers various aspects of marketing communications and has been highly appreciated by many learners.Key Aspect Users Liked About This Course
The practical approach of the course, which helps learners apply the concepts in real-life scenarios, has been highly appreciated by many users.Pros from User Reviews
- The course covers a wide range of topics related to marketing communications, providing a comprehensive learning experience.
- The course is well-structured and easy to follow, making it suitable for learners of all levels.
- The course instructors are knowledgeable and provide valuable insights and feedback to learners.
- The course includes practical assignments and case studies, helping learners apply the concepts they learn to real-world scenarios.
Cons from User Reviews
- Some users have found the course to be too basic and not challenging enough.
- The course may be too focused on theory and not provide enough practical examples for some learners.
- The course may be too broad in scope, making it difficult for learners to focus on specific areas of interest.
- Some users have reported technical issues with the course platform, which can be frustrating.
Eda Sayin
4.7 Raiting
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