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. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers. IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications and the placement of advertising and digital marketing.
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배우게 될 기술
Advertising, Integrated Marketing Communications, Marketing Communications, Marketing
검토
Apr 21, 2020
Got clear and valuable insights about IMC with good examples. Thank you very much, Prof. Eda Sayin for the classes and extending greetings for extra lectures and interviews from media professionals.
Feb 10, 2019
Very insightful, interesting and thought provoking course. One can clearly see how the concepts are implemented in the real world, courtesy the interview-esque sessions with industry experts.
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.
강사:
Eda Sayin
Professor
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