Skip to content

Marketing communications as a strategic function

Free CourseFree Course

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 unit you should be able to:

  • demonstrate an understanding of the strategic importance of communications in a competitive environment.

By: The Open University

  • Duration 6 hours
  • Updated Wednesday 11th December 2013
  • Advanced level
  • Posted under Business Studies
Share on Google Plus Share on LinkedIn Share on Reddit View article Comments
Print

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

Introduction

Unit image

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 Business [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)]

Tags, Ratings and Social Bookmarking

Ratings

Your rating None. Average rating 4.7 out of 5, based on 3 ratings

Share

B825_1