Conclusion

Congratulations on reaching the end of this OpenLearn course. We do hope that you have enjoyed the learning experience and that you feel that you have enhanced your knowledge of this fascinating area of study and practice.

After studying this course you have developed an overview of marketing communications, explored different types of marketing communication messages, developed an understanding of the digital marketing communication mix and identified a number of ethical issues in marketing communications. Today, much like print, radio and television before it, the opportunities afforded by digital technology are highly disruptive to marketing knowledge and practice.

The course has discussed the role of digital marketing and key communication tools, each of which provide not only new products or services to market but are impacting the way marketing is conceived and practised. Whilst previous generations of marketers were concerned with marketing across geographic borders, today’s marketers need to be fluent in marketing across both physical and digital environments.

There is also a need for marketers to be alert and suitably responsive to ethical challenges in this contemporary setting. It is hoped that this course has played a part in helping you to make sense of marketing communications in the digital age and developed the knowledge and skills to operate in this dynamic environment.

This OpenLearn course is an adapted extract from the Open University course B328 Marketing in action [Tip: hold Ctrl and click a link to open it in a new tab. (Hide tip)] .