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Genius of the Modern World: NietzscheFriday, 24th June 2016 01:05 - BBC Radio 4 BBC4 SignedBettany Hughes takes us on an exploration of Friedrich Nietzsche's life and works. Read more: Genius of the Modern World: Nietzsche
The Big C & Me: Episode 2Friday, 24th June 2016 01:05 - BBC Two
Genius of the Modern World: NietzscheFriday, 24th June 2016 02:40 - BBC Four
Thinking Allowed 2016: A special programme on Pierre BourdieuMonday, 27th June 2016 00:15 - BBC Radio 4
Genius of the Modern World: NietzscheAvailable until Friday, 29th July 2016 00:00Bettany Hughes takes us on an exploration of Friedrich Nietzsche's life and works. Read more: Genius of the Modern World: Nietzsche
The Big C & Me: Episode 2Available until Sunday, 24th July 2016 02:05
The Big C & Me: Episode 3Available until Friday, 22nd July 2016 23:55
Thinking Allowed 2016: A special programme on Pierre BourdieuAvailable for over a year
Penalty Pressure Potential at Euro 2016Can you tell whether a football player is going successfully score a penalty just by seeing how... Read more: Penalty Pressure Potential at Euro 2016
City in The SkyThis three-part OU/BBC co-production on BBC Two investigates the 'City in the Sky'. You... Read more: City in The Sky
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Introduction to cyber securityThis free course, Introduction to cyber security, will help you to understand online security and... Try: Introduction to cyber security now
Marketing communications help to define an organisation's relationship with its customers. This free course, Marketing communications as a strategic function, 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 course, 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, track your progress and on completion gain a statement of participation to demonstrate your learning to others. Make your learning visible!
Marketing communications as a strategic function
In this course, 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 OpenLearn course provides a sample of postgraduate study in
This free course includes adapted extracts 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: Thursday, 11th February 2016
Last updated on: Thursday, 11th February 2016
- 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 and our FAQs section.
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