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IE Business School

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

IE Business School via Coursera


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.

Taught by

Eda Sayin


4.8 rating, based on 5 Class Central reviews

Start your review of Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

  • Profile image for Adewale Popoola
    Adewale Popoola
    Communication itself is who is the person that's actually communicating and it must be understand by person or people that is communicating to. For instance, if one communicate and the the person that's communicating to didn't understand or…
  • Profile image for ZAHIRI MOUNIR
    I enjoyed through taking this course, really rich of ideas and many informations that let you take advantage in digital marketing.
  • Profile image for Jon

    Jon completed this course, spending 3 hours a week on it and found the course difficulty to be easy.

    Awesome course! The course includes interviews with some of the most well known marketing professionals in Spain. Professor Sayin is easy to follow and the IE business school has put alot of thought into the branding of these courses. I've already recommended this course to a couple of colleagues in real life.
  • Anonymous
    I get nervous when I take online classes because you just never know great. Courses Plus is a “segway site” to one simply known as The Great Courses. What's the difference between the two. The Great Courses Daily brings you the best in online education.
  • Carlos Victor Santos Cabezuelo completed this course.

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