from The Open University
Alternatively you can skip the navigation by pressing 'Enter'.
Canals: The Making of a Nation: EngineeringTuesday, 1st September 2015 20:00 - BBC FourEpisode 6 of 6 looks at the rise of civil engineering and the feats of technology behind the Leeds-Liverpool canal. Read more: Canals: The Making of a Nation: Engineering
Canals: The Making of a Nation: EngineeringAvailable until Friday, 2nd October 2015 01:50Episode 6 of 6 looks at the rise of civil engineering and the feats of technology behind the Leeds-Liverpool canal. Read more: Canals: The Making of a Nation: Engineering
More or Less: Chinese market crash, e-cigarettes and runnersAvailable until Tuesday, 29th September 2015 20:30
The world’s busiest railway 2015 – Mumbai Railway: Episode 1Available until Tuesday, 29th September 2015 19:00
Are our kids tough enough? Chinese school: Episode TwoAvailable until Monday, 28th September 2015 01:55
Oliver Sacks: "Romantic, in the sense of the romantic poets"For Vaughan Bell of Mind Hacks, the more Sacks wrote, the more we were inspired - and the more we... Read more: Oliver Sacks: "Romantic, in the sense of the romantic poets"
Are our kids tough enough? Chinese schoolIn a unique experiment, five teachers from China take over the education of 50 teenagers in a... Read more: Are our kids tough enough? Chinese school
Challenges in advanced management accountingThis free course, Challenges in advanced management accounting, focuses on strategic management... Try: Challenges in advanced management accounting now
Forensic psychologyDiscover how psychology can help obtain evidence from eyewitnesses in police investigations and... Try: Forensic psychology now
Marketing communications as a strategic function
Marketing communications help to define an orgaisation's relationship with its...
Marketing communications help to define an orgaisation's relationship with its customers. This unit emphasises the strategic importance of such communication and its long-term effect on consumers. Communication models can act as a predictive guide, but in the end it is important to recognise the autonomy and unpredictability of consumers.
After studying this unit you should be able to:
- demonstrate an understanding of the strategic importance of communications in a competitive environment.
Study this free course
Enrol to access the full course, get recognition for the skills you learn and track your progress. Make your learning visible!
Marketing communications as a strategic function
In this unit, we emphasise the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service, but also because of the long-term effects of communication.
Traditional marketing models fail to capture the complexity of contemporary consumer behaviour. Simple cause and effect can no longer be relied upon as a predictive guide for consumers or markets. Established communication models, particularly those which picture communication as a magic bullet fired at the customer's mind to ensure compliance with marketing plans, are similarly inadequate. Instead, both academics and practitioners are embracing models which acknowledge the autonomy and unpredictability of customers.
Communication is, of course, essential in any relationship. Building and managing relationships with consumers and customers has a direct bearing on marketing communications. Marketing communications helps define an organisation's relationships with customers not only by the kind of messages exchanged, but also by the choice of media and occasion to suit their customers’ preferences.
This material is from our archive and is an adapted extract from Marketing in a complex world (B825), which is no longer taught by The Open University. If you want to study formally with us, you may wish to explore other courses we offer in this.
This is an extract from an Open University course which is no longer available to new students. If you found this interesting you could explore more free Business Studies courses or view the range of currently available OU Business Studies courses.
Copyright & revisions
Originally published: Wednesday, 11th December 2013
Last updated on: Wednesday, 11th December 2013
- Creative-Commons: The Open University is proud to release this free course under a Creative Commons licence. However, any third-party materials featured within it are used with permission and are not ours to give away. These materials are not subject to the Creative Commons licence. See terms and conditions. Full details can be found in the Acknowledgements section.
- This site has Copy Reuse Tracking enabled - see our FAQs for more information.
If you enjoyed this, why not follow a feed to find out when we have new things like it? Choose an RSS feed from the list below. (Don't know what to do with RSS feeds?)
Remember, you can also make your own, personal feed by combining tags from around OpenLearn.