from The Open University
Alternatively you can skip the navigation by pressing 'Enter'.
Thinking Allowed 2016: Consumerism, Work-life balanceMonday, 8th February 2016 00:15 - BBC Radio 4Laurie Taylor and guests look into our want for an abundance of possessions and the middle class bias in work-life... Read more: Thinking Allowed 2016: Consumerism, Work-life balance
Thinking Allowed 2016: Consumerism, Work-life balanceAvailable for over a yearLaurie Taylor and guests look into our want for an abundance of possessions and the middle class bias in work-life... Read more: Thinking Allowed 2016: Consumerism, Work-life balance
More or Less: E-cigs, politics, school and birthdaysAvailable for over a year
The Bottom Line: Winter 2015-16: Renewable EnergyAvailable for over a year
Deplaning: Why is the 747 coming to the end of the runway?For a long time, the 747 has dominated the skies. But Boeing is slowing production. How come? Read more: Deplaning: Why is the 747 coming to the end of the runway?
Take the photographic memory testCan you capture scenes just by looking at them? Find out with our photographic memory test. Launch now: Take the photographic memory test
Discovering Wales and Welsh: first stepsThis free course, Discovering Wales and Welsh, introduces you to who the Welsh people are via a... Try: Discovering Wales and Welsh: first steps now
Succeed with maths – Part 1If you feel that maths is a mystery that you want to unravel then this free course is for you. It... Try: Succeed with maths – Part 1 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 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, 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 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 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: 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 and our FAQs 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.
All our alternative formats are free for you to download, for more information about the different formats we offer please see our FAQs. The most frequently used are Word (for accessibility), PDF (for print) and ePub and Kindle to download to eReaders*.
*Please note you will need an ePub and Mobi reader for these formats.