中This course explores integrated brand promotion (IBP) in today's complex marketing landscape. Beginning with foundational concepts of advertising and IBP within the marketing ecosystem, learners will gain insight into the intricate relationships that drive this trillion-dollar industry. Through exposure to branding fundamentals, learners will explore brand elements, architecture, positioning, and differentiation strategies that contribute to brand recognition and consumer decision-making. Key topics include strategic considerations for product and service positioning, advertising approaches, and the impactful role of data in shaping effective brand promotion strategies. The course culminates with practical applications across diverse scenarios, equipping learners with knowledge of how successful brands implement integrated promotion strategies to connect with audiences and achieve marketing objectives in an evolving digital environment.
您将学到什么
Advertising and integrated brand promotion fundamentals.
Branding strategies that drive consumer decisions and adapt to changing market conditions.
您将获得的技能
要了解的详细信息
添加到您的领英档案
June 2025
20 项作业
了解顶级公司的员工如何掌握热门技能
该课程共有4个模块
This module presents the key concepts of advertising and integrated brand promotion that underpin this course.
涵盖的内容
1个视频15篇阅读材料5个作业1个讨论话题2个插件
This module explores the concept of brand and its critical role in consumer decision-making, examining visible elements such as logos and more subtle aspects that collectively create distinctive brand identities. We'll investigate how brands strategically position themselves against competitors in the marketplace and why they sometimes must undergo repositioning to adapt to changing market conditions or shed problematic associations.
涵盖的内容
1个视频10篇阅读材料5个作业4个插件
This module presents some of the important strategic considerations that brands must consider when looking at their brand and product positioning and how that, in turn, will relate to their approach to advertising. Those considerations have many layers of complexity, but the elements discussed in this module represent fundamental underpinnings that cut across many product and service categories.
涵盖的内容
10篇阅读材料5个作业
This module presents a cumulatively applied look at content covered in previous modules. The goal is to show how some of the tactics and concepts previously covered translate into some shrewd strategic decisions by prominent brands in their various markets.
涵盖的内容
11篇阅读材料5个作业1个讨论话题2个插件
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状态：预览S.P. Jain Institute of Management and Research
状态：预览Coursera Instructor Network
状态：预览S.P. Jain Institute of Management and Research
状态：预览Coursera Instructor Network
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