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

Start Date: 07/05/2020

Course Type: Common Course

Course Link: https://www.coursera.org/learn/integrated-marketing-communications

Explore 1600+ online courses from top universities. Join Coursera today to learn data science, programming, business strategy, and more.

About Course

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.

Course Syllabus

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.

Deep Learning Specialization on Coursera

Course Introduction

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more Welcome to the second and final course in the specialization Introduction to Marketing Communications! In this course, we will take a deeper dive into the role of marketing communications in today’s global marketing marketplace. We will cover topics such as advertising and media strategy, market research and communication strategy, digital marketing and social media. We’ll use the skills we’ve learned in this course to become more successful in the business world and help you build your marketing portfolio. This is an in-depth course, designed to provide you with the tools, knowledge and skills to develop and expand your marketing portfolio in a professional and competitive way. We’ll put them together by studying the marketing strategies, strategies, and tactics of promoting a company’s products and services in the marketplace, so you can become a more effective advocate and communicator in the same area. After completing this course, you will be able to: ● Explain the strategic importance of marketing communications ● Understand the importance of effective marketing communications communications communications, and its importance in today’s global marketing marketplace ● Write effective marketing communications communications communications ● Write effective marketing communications communications communications in a strategic and competitive way ● Apply the written and spoken communication skills you’ve learned in this course to present a position in the global marketing landscape, communicate the company’s position in the marketplace, build and maintain a strong digital marketing strategy, and

Course Tag

Advertising Integrated Marketing Communications Marketing Communications Marketing

Related Wiki Topic

Article Example
Integrated marketing communications One of the core fundamentals of integrated marketing communications is that of the focus aspires toward a customer orientation. In spite of that, the purpose of some organisations have not adopted the framework and are still task orientated. Examples include public relations, direct marketing and advertising.
Integrated marketing communications Integrated communications (IMC) was first defined by the American Association of Advertising Agencies (4A's) in the early 1990s as "a comprehensive plan to further evaluate the strategic roles of a range of different communications disciplines". (Boundless, 2015) Examples include; "general advertising, direct response, sales promotions and public relations, combining these disciplines to provide clarity, consistency and maximum communications impact". (Belch, 2012) The development of IMC at this stage, focused around the need for organisations to offer more than just standard advertising to its consumers. (Integrated Marketing Communications, 2013)
Crosby Marketing Communications Crosby Marketing Communications (Crosby) is a privately owned integrated communications agency with headquarters in Annapolis, Maryland and offices in Washington, D.C. The company was founded in 1973 by Ralph Crosby and is currently run by his son, Raymond Crosby. Crosby provides advertising, public relations, social media, and digital marketing services with a focus on serving federal government, nonprofit, and healthcare clients. Crosby is a member of the American Association of Advertising Agencies and the PR Council.
Marketing communications Integrated marketing communications (IMC) is a communication process that entails the planning, creation, integration, and implementation of diverse forms of marketing communications. IMC unifies and coordinates the organizations marketing communications to promote a consistent brand message. Coordinating the brands communications makes the brand seem more trustworthy and sound as it is seen as a 'whole' rather than a mixture of different messages being sent out. The IMC perspective looks at the 'big picture' in marketing, advertising and promotions.
Marketing communications Marketing communications (MC) uses different marketing channels and tools in combination: Marketing communication channels focuses on any way a business communicates a message to its desired market, or the market in general. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, promotion and public relations.
Integrated marketing communications Contributions by Nowak & Phelps did not give a concrete definition of IMC, instead they conceptualized the notion of IMC, based on the most "fundamental notions of the concept" these were; one-voice marketing communications concept (implementing consistency of positioning, message and tone across different communications in order to reach consumers with "one voice) (Kitchen, 2014) and secondly; the "integrated marketing communications concept" which pursues both the brand image and behavioral side of the promotional methods, such as; advertising. (Kitchen, 2014) Finally, the third concept focuses on the "Coordinated Marketing communications". This is the sum of all tools involved such as; direct marketing, public relations and advertising. The goal in this is to produce campaigns that achieve both the synergy of both increasing brand image and influences behavior response from the targeted consumers.(Nowak, 1994)
Dialogue marketing Comprising four essential stages, dialogue marketing integrates advertising, public relations and marketing into one strategy. Vendors include advertising agencies, marketing and branding companies, digital printers, data specialists, social media experts and loyalty and referral program designers.
Integrated marketing communications As a large portion of successful integrated marketing communications is the synergy of all promotional tools, advertising agencies are an important catalyst to the achievement of harmonious integrated marketing relationships within organisations (Laurie & Mortimer, 2011). With the constant growth of technology sparking a need for evolving views on integrated marketing, agencies and practitioners have begun shifting from an attitude of "if it's not advertising, let someone else do it" to "if it is anything to do with communication, we can do it" (Olatunji, 2011). Moving away from the traditional integrated marketing approach of only linking branding through media outlets, agencies have begun to conform to the more recent developments in integrating marketing communications by bringing forth multi-level organisational strategies in order to integrate branding throughout an organisation as a whole (Laurie & Mortimer, 2011).
Digital marketing Digital marketing techniques such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.
Integrated marketing communications Determining on the way a business in the market uses integrated communications, the business itself can change the way aspects of integrated communicational marketing as it spreads to ones targeted audience. This can be analyzed through the differing shifts of integrated marketing communication channels, from beginning to end of the products development. By using feedback from consumers, a business finical status throughout the marketing of the product and connectivity from advertising to the consumer.
Integrated marketing communications The faculty of Medill School of Journalism, Northwestern University began the first ever research conducted on integrated marketing communications in 1991 (Shultz, 1997) furthermore the faculty opened the first graduate-level integrated marketing communications programme in the U.S. after consulting the director of marketing, schools advertising and also the public relations curricula (About Medill, 2015). The study of IMC focused around understanding the concept and the importance of IMC and also to analyse the extent in which IMC was practiced in all major U.S advertising agencies (Kliatchko, 2005). The study was then followed by many other organisations not only based in U.S, but all over the world, including; New Zealand, UK, USA, Australia, India, Thailand, South Africa and the Philippines, etc. The result from these studies concluded in the early definition of IMC to be "deleted" or "put aside" and a new definition was put in place (Kitchen, P.J. 2012).
Eric Mower and Associates Eric Mower + Associates is an integrated marketing communications agency that offers consumer and business-to-business advertising, public relations and public affairs, brand promotion and digital/direct/relationship marketing.
Immersion marketing The term immersion marketing or immersive marketing includes traditional advertising, public relations, word-of-mouth advertising, digital marketing, samples, coupons, retail partnerships and other ways of surrounding the consumer with a consistent message about a brand. In essence, immersion marketing envelopes a brand or product or company issue so that the marketing, advertising, and public relations departments or representatives work holistically towards delivering the same brand message across multiple distribution channels. Unlike "Shotgun marketing"(communicate the message to anyone who listens), immersive marketing is cheaper and more effective, focusing directly on the customer's needs.
ANEW Marketing Group ANEW Marketing Group is Long Island's largest advertising firm located in Smithtown, NY. They are composed of six different companies including: Sanna Mattson MacLeod, AMHE Marketing, EighOneOne Public Relations, KZS Advertising, KZS Interactive and Website Highway. The group mainly focuses on Advertising, Marketing, Communications and Public Relations services.
Digital marketing Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Integrated marketing communications Integrated marketing communication can be defined as "[a] concept of marketing communications planning that recognises the added value of [a] comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – for example, general advertising, direct response, sales promotion, and public relationsand combines these disciplines to provide clarity, consistency, and maximum communications impact" (Prasad & Raman, 2003). This definition highlights two key factors important to successful integrated communications marketing; clarity and consistency. The focus of integrated marketing communications is heavily based on a consistency throughout all areas of the organisation; "one voice across everything" (Laurie & Mortimer, 2011). By linking all communication in each media outlet, and therefore creating synergy,thus,enabling organizations to create a higher impact with their message. As according to Laurie et al. (2011), "a variety of media can have a strong impact on the overall effectiveness of a campaign, and one medium can improve the effectiveness of another". In laments terms, whilst a certain media outlet may not have a substantial impact as a single media source, when integrated into a larger-scale harmonious relationship with multiple other media platforms, the said media outlet has a stronger impact and benefits the marketing campaign by continuing consistency and reaching a wider audience.
Integrated marketing communications Elements of tactical Integrated marketing communications is primarily focusing on one's businesses marketing strategy of advertisement. This including mostly promotional work, the public relations the business has with the market and the direct response of the businesses promotional work to its customers. The strategy itself connects to "Tactical marketing communications" by the aspects of "sight and sound" therefore, starting the beginning of specialization with in the market and the targeting of core values of the consumer with in the market, as well as brand equity.
Chime Communications Limited Chime Communications Limited is a marketing services company headquartered in London, United Kingdom. Chime is the holding company for a portfolio of companies which include sports marketing, public relations, advertising, digital, marketing, research, corporate responsibility and healthcare communications.
Integrated marketing communications Finally, Raman and Naik defined IMC in 2005 as "an IMC program plans and executes various marketing activities with consistency so that its total impact exceeds the sum of each activity. It is a strategy in which different communication tools like advertising, public relations, sales promotion, direct marketing and personal selling work together to maximize the communication impact on target consumers." (Naeem, B 2013)
Marketing communications Marketing communications can fall in to the same meaning as advertising. Advertising is the most common marketing term that organizations and even members of the public understand and evaluate, it has come across people at least a number of times in their everyday lives. Advertising is only a small section of marketing communications and is not an alternative term to it. Promotion and marketing communications is difficult comprehend, therefore considering it as a term that can be similar within each other is more simple. The concept of the marketing communications mix which is a range of tools available to an organizations to deliver a clear and consistent message to their target audiences, thus impacting the businesses performance negatively or positively. It is also commonly called the promotional mix, Crosier (1990) states that all terms have the same meaning in the context of the 4ps. Marketing communications is very similar to marketing in general, similar to comparing advertising to marketing communications. When asking what marketing is, the marketing mix comes to mind and the most common way of describing it is by explaining the 4p's. Product, price, place and promotion. Price of a product or service can send a message to their target audience. For example, comparing a $10 bag to a $50 bag, the more expensive bag will most likely be a luxury item, more durable than the cheaper one. This is market information that can easily send out a message to all target audiences. The most fundamental part of explains what marketing is using the 4p's is that, it elaborates how promotion is crucial and a significant aspect of what marketing is all about.