About this Course
최근 조회 31,253

다음 전문 분야의 5개 강좌 중 4번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 9시간 필요

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

영어

자막: 영어, 스페인어, 한국어
User
Course을(를) 수강하는 학습자
  • Public Relations Specialists
  • Marketing Specialists
  • Marketers
  • Marketing Managers
  • Technical Writers

귀하가 습득할 기술

AdvertisingIntegrated Marketing CommunicationsMarketing CommunicationsMarketing
User
Course을(를) 수강하는 학습자
  • Public Relations Specialists
  • Marketing Specialists
  • Marketers
  • Marketing Managers
  • Technical Writers

다음 전문 분야의 5개 강좌 중 4번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 9시간 필요

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

영어

자막: 영어, 스페인어, 한국어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 2시간 필요

What is IMC? IMC Planning Background

11개 동영상 (총 65분), 1 reading, 1 quiz
11개의 동영상
Course Overview - What is Integrated Marketing Communications?7m
Recent Trends in the Market9m
Understanding the Marketing Process5m
Decisions Required for an Effective Communications Campaign8m
Building Customer Based Brand Equity9m
Brand Loyalty6m
How to Run a Successful Marketing Communications Campaign?6m
How to Choose a Marketing Communications Agency?3m
Structure of an Advertising Agency5m
What are the Main Skills Required to Work in an Advertising Agency?3m
1개의 읽기 자료
Managing Brands for the Long Run45m
1개 연습문제
Module 1 Graded Assessment20m
2
완료하는 데 2시간 필요

IMC Planning Process

9개 동영상 (총 54분), 3 readings, 1 quiz
9개의 동영상
Steps of Effective Communications7m
Communications Objectives6m
Consumer Decision Making Process8m
How Advertising Works – AIDA and Hierarchy of Effects Models6m
Consumer Approach to the Buying Process: FCB Grid5m
Determining Marketing Communications Budget6m
Relationship Between Communications Budget & Sales4m
How to Convince Senior Executives on the Marketing Communications Budget?3m
3개의 읽기 자료
How Advertising Works: What do We Really Know?28m
Brands and Branding: Research Findings and Future Priorities35m
Optional Reading10m
1개 연습문제
Module 2 Graded Assessment20m
3
완료하는 데 2시간 필요

Advertising Management & Design

10개 동영상 (총 54분), 1 reading, 2 quizzes
10개의 동영상
Message Strategies I - Cognitive6m
Message Strategies II – Affective & Conative3m
Advertising Appeals I – Emotional, Fear, Humor5m
Advertising Appeals II – Rationality, Sex, Scarcity4m
Executional Frameworks I - Animation, Slice of Life, Dramatization, Informative6m
Executional Frameworks II – Testimonial, Authoritative, Demonstration, Fantasy4m
Spokesperson Selection5m
McCann Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?11m
FCB Point of View: How Should a Creative Brief Be? What are the Main Steps of the Creative Process?3m
1개의 읽기 자료
Optional Reading10m
2개 연습문제
Message Strategies Practice Quiz16m
Module 3 Graded Assessment20m
4
완료하는 데 2시간 필요

Marketing Communications Mix

9개 동영상 (총 60분), 2 readings, 1 quiz
9개의 동영상
Public Relations, Sponsorships & Cause Related Marketing8m
Alternative Marketing6m
Crisis Management7m
Digital Marketing & Social Media9m
What are the Latest Trends in Digital Marketing?3m
Search Engine Optimization & Content Marketing5m
Evaluation of an Integrated Marketing Communications Campaign8m
Ready for more?2m
2개의 읽기 자료
A Strategic Perspective on Sales Promotions15m
Optional reading on social media20m
1개 연습문제
Module 4 Graded Assessment20m
4.7
135개의 리뷰Chevron Right

15%

이 강좌를 수료한 후 새로운 경력 시작하기

25%

이 강좌를 통해 확실한 경력상 이점 얻기

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more의 최상위 리뷰

대학: 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.

대학: 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.

강사

Avatar

Eda Sayin

Professor
Marketing

IE 경영대학원 정보

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 전문 분야 정보

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

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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