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Updated in [March 05th, 2023]
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 in order to create valuable brands and win consumers.
You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions, and learn brand and product strategy key concepts such as, brand loyalty and equity, communications plans objectives and budgeting, AIDA model, FCB Grid, theoretical approaches to advertising design, message strategies, advertising appeals, executional frameworks, spokesperson selection, creative brief, among others.
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, the placement of advertising and digital marketing.
[Applications]
After completing this course, participants can apply their knowledge of integrated marketing communications to create valuable brands and win over consumers. They can use the theories and models learned in the course to make better marketing communications decisions. Additionally, they can use the expert interviews and real-life examples provided to gain a better understanding of the process. Finally, they can use the knowledge gained to ensure that they make the correct decision when it comes to communications and the placement of advertising and digital marketing.
[Career Paths]
1. Advertising Manager: Advertising Managers are responsible for developing, implementing, and managing advertising campaigns for their organization. They work with clients to create effective campaigns that meet their goals and objectives. They also work with creative teams to develop creative concepts and materials for campaigns. As the industry continues to evolve, Advertising Managers must stay up to date on the latest trends and technologies to ensure their campaigns are successful.
2. Public Relations Manager: Public Relations Managers are responsible for managing the public image of their organization. They create and maintain relationships with the media, develop press releases, and manage crisis communications. They also work with other departments to ensure that the organization’s message is consistent across all channels. As the industry continues to evolve, Public Relations Managers must stay up to date on the latest trends and technologies to ensure their campaigns are successful.
3. Digital Marketing Manager: Digital Marketing Managers are responsible for developing, implementing, and managing digital marketing campaigns for their organization. They work with clients to create effective campaigns that meet their goals and objectives. They also work with creative teams to develop creative concepts and materials for campaigns. As the industry continues to evolve, Digital Marketing Managers must stay up to date on the latest trends and technologies to ensure their campaigns are successful.
4. Social Media Manager: Social Media Managers are responsible for managing the social media presence of their organization. They create and maintain relationships with influencers, develop content for social media channels, and manage customer service inquiries. They also work with other departments to ensure that the organization’s message is consistent across all channels. As the industry continues to evolve, Social Media Managers must stay up to date on the latest trends and technologies to ensure their campaigns are successful.
[Education Paths]
1. Bachelor of Science in Marketing: This degree program provides students with a comprehensive understanding of marketing principles and strategies, including consumer behavior, market research, product development, pricing, and promotion. Students will also learn about digital marketing, public relations, and advertising. This degree program is ideal for those who want to pursue a career in marketing, as it provides the necessary skills and knowledge to succeed in the field. Additionally, the degree program is designed to keep up with the ever-evolving marketing landscape, so students can stay up-to-date with the latest trends and developments.
2. Master of Science in Integrated Marketing Communications: This degree program focuses on the strategic use of marketing communications to create and maintain relationships with customers. Students will learn about the various channels of communication, such as advertising, public relations, digital marketing, and more. They will also gain an understanding of how to create effective campaigns and measure their success. This degree program is ideal for those who want to pursue a career in marketing communications, as it provides the necessary skills and knowledge to succeed in the field.
3. Master of Business Administration in Marketing: This degree program provides students with a comprehensive understanding of business principles and strategies, including marketing, finance, operations, and more. Students will also learn about digital marketing, public relations, and advertising. This degree program is ideal for those who want to pursue a career in marketing, as it provides the necessary skills and knowledge to succeed in the field. Additionally, the degree program is designed to keep up with the ever-evolving marketing landscape, so students can stay up-to-date with the latest trends and developments.
4. Doctor of Philosophy in Integrated Marketing Communications: This degree program focuses on the strategic use of marketing communications to create and maintain relationships with customers. Students will learn about the various channels of communication, such as advertising, public relations, digital marketing, and more. They will also gain an understanding of how to create effective campaigns and measure their success. This degree program is ideal for those who want to pursue a career in marketing communications, as it provides the necessary skills and knowledge to succeed in the field. Additionally, the degree program is designed to keep up with the ever-evolving marketing landscape, so students can stay up-to-date with the latest trends and developments.
Course Syllabus
What is IMC? IMC Planning Background
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.IMC Planning Process
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.Advertising Management & Design
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. Marketing Communications Mix
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.
