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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/integrated-marketing-communications
课程评论：没有评论
课程名称：综合营销传播：广告、公共关系、数字营销等 课程概述： 您对营销传播活动有多了解？通过本课程，您将深入学习这个营销组合的重要支柱，帮助您的产品或服务获得所需的推动力。课程内容将使您理解规划和评估营销传播策略及执行时的关键问题。您将结合适当的理论与实用信息，从而使营销传播决策更具有效性。完成课程后，您将能在打造有价值品牌和赢得消费者的过程中有效运用综合营销传播（IMC）。 IE商学院的教授Eda Sayin将指导您，通过国际营销公司专家访谈及生动的实际案例，帮助您掌握相关知识。学习完毕，您将具备在沟通、广告及数字营销投放方面做出正确决策的能力。 课程大纲： 1. IMC概述与规划背景 - 该模块介绍综合营销传播（IMC）领域，帮助您做出更好的营销传播决策。我们将定义IMC，并探讨营销过程中的重要决策及市场最新趋势，以及如何建立品牌价值和客户忠诚度。 2. IMC规划过程 - 本模块专注于有效的综合营销传播活动的规划过程，讨论沟通时可能遇到的挑战及应对技巧。您将学习广告如何运作、消费者如何决策，并确定您的营销传播预算。 3. 广告管理与设计 - 通过本模块，您将能够将理论知识付诸实践，学习广告设计中的信息策略、诉求和执行框架。还将看到专业人士对创意过程的看法。 4. 营销传播组合 - 本模块将探讨营销传播组合的各个要素，让您接触到IMC中的最新趋势和工具，如客户促销、公共关系、相关营销、危机管理、社交媒体营销、数字营销及搜索引擎优化等。 通过本课程的学习，您将能够提升自身在营销传播领域的专业素养，为成功的市场营销活动打下坚实基础。
Name:What is IMC? IMC Planning Background
Description: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.
Name:IMC Planning Process
Description: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.
Name:Advertising Management & Design
Description: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.
Name:Marketing Communications Mix
Description: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.
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.
