Explore the pivotal role of Integrated Marketing Communications (IMC) in shaping successful marketing strategies with this comprehensive course. Gain insights into advertising, public relations, and digital marketing, and learn how to leverage IMC to create valuable brands and engage consumers effectively.
The course delves into IMC planning, consumer information processing, advertising management and design, marketing communications mix, and the latest trends and tools. Gain practical knowledge on advertising appeals, message strategies, executional frameworks, and digital marketing strategies. You will also learn about brand loyalty, equity, and communications plan objectives and budgeting.
Through expert interviews and real-life examples, IE Business School professor Eda Sayin guides you through this enriching journey, providing in-depth understanding and practical skills to make informed decisions in marketing communications, advertising, and digital marketing.
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This course comprises four modules covering IMC planning background, IMC planning process, advertising management and design, and marketing communications mix. Gain insights into key concepts and practical strategies essential for effective marketing communications and brand building.
Explore the foundational concepts of Integrated Marketing Communications (IMC), including recent trends in the market, understanding the marketing process, and the structure of an advertising agency. Gain insights into brand loyalty, customer-based brand equity, and how to run a successful marketing communications campaign.
Delve into the IMC planning process, consumer information processing, and communications objectives. Understand the consumer decision-making process, advertising models, and the relationship between communications budget and sales. Gain practical knowledge on building brand recognition and advertising effectiveness.
Gain insights into theoretical approaches to advertising design, message strategies, advertising appeals, and executional frameworks. Understand spokesperson selection, creative brief, and the creative process. Explore emotional advertising examples and comparative advertising concepts.
Discover sales promotions, public relations, digital marketing, and the latest trends in digital marketing. Learn about crisis management, search engine optimization, content marketing, and the evaluation of an integrated marketing communications campaign. Gain strategic perspectives on sales promotions and digital marketing trends.
Explore the intersection of marketing and data science, learning to leverage data for strategic marketing decision-making.
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