Gain the skills to become a stronger, more effective content marketer with this CPD course.
Have you ever wondered how marketing techniques have been used to promote positive social change? In a series of lively interviews, Professor Gerard Hastings of the Institute of Social Marketing, faces questions from members of ISM-Open (the Institute of Social Marketing at The Open University Business School) on issues such as the ethics of social marketing, branding and advertising, and the morality of shocking or scaring people into changing their behaviour for the better.
This material forms part of The Open University course B324 Marketing and society.
This material forms part of The Open University course B324 Marketing and society.
Can your insight and influencing skills be used to build brand expertise and effectively engage consumers? This page's resources will help you to plan your own career strategy.
Pressurising customers to make their mind up is more likely to cost a sale than create one.
The influence and impact of marketing can be seen all around. For instance, you may find marketing communications being used to promote various brands, increase charitable donations, persuade toddlers to eat their vegetables, or encourage teenagers to behave responsibly around alcohol. In this digital era, if you use social media to portray a particular image to others, you are engaging in a form of marketing communications, with you as the brand.
This course uses theories and models to explain marketing communications and provides examples of how to effectively manage the marketing communications process.
This OpenLearn course is an adapted extract from the Open University course B328 Marketing in action.
This course uses theories and models to explain marketing communications and provides examples of how to effectively manage the marketing communications process.
This OpenLearn course is an adapted extract from the Open University course B328 Marketing in action.