The Open University since 2006
Alternatively you can skip the navigation by pressing 'Enter'.
The Secret History of Our Streets - London: Arnold CircusTuesday, 6th December 2016 22:00 - BBC FourThe sixth episode features Arnold Circus, in the East End and the story of a Victorian social experiment that changed... Read more: The Secret History of Our Streets - London: Arnold Circus
The Secret History of Our Streets - London: Arnold CircusThursday, 8th December 2016 00:45 - BBC Four
Vienna: Empire, Dynasty and Dream: Episode 1: The Imperial City 1160-1683Thursday, 8th December 2016 21:00 - BBC Four
Colour: The Spectrum of Science: Episode 2: Colours of LifeThursday, 8th December 2016 23:00 - BBC Four
More or Less: How many cows for a fiver?Available for over a year
Colour: The Spectrum of Science: Episode 1: Colours of EarthAvailable until Saturday, 31st December 2016 23:00
BBC Inside Science - 2016/2017 series: Alzheimer's research, Lucy, Glowing bandage package, Supernovas to HollywoodAvailable for over a year
The Secret History of Our Streets - London: Reverdy RoadAvailable until Saturday, 31st December 2016 01:30
The Italian crisis: Why has Matteo Renzi resigned - and what happens next?The defeat of proposed changes to the Italian constitution this weekend have set off a chain... Read more: The Italian crisis: Why has Matteo Renzi resigned - and what happens next?
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
Exploring equality and equity in educationThis free course, Exploring equality and equity in education, considers the complexity of social... Try: Exploring equality and equity in education now
Organisations and management accountingThis free course, Organisations and management accounting, examines the nature of organisations,... Try: Organisations and management accounting 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.
- 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.
- Latest OpenLearn pages
- Latest pages from OpenLearn - Business Studies
- Latest pages tagged - B825_1
- Latest pages tagged - marketing
- Latest pages tagged - communications
- Latest pages tagged - consumers
- Latest pages tagged - skills for work: communication
- Latest pages tagged - skills for work: leadership and management
- Latest pages tagged - Skills for work: creative thinking
- Latest comments on this page
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*.
- Word (872 KB)
- PDF (1.8 MB)
- ePub 3.0 (679 KB)
- ePub 2.0 (680 KB)
- Kindle (276 KB)
- RSS (76 KB)
- HTML (682 KB)
- SCORM (682 KB)
- OUXML Package (13 KB)
- OUXML File (35 KB)
- IMS Common cartridge
- Moodle backup (830 KB)
*Please note you will need an ePub and Mobi reader for these formats.