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Marketing Communications
Chris Fill and Barbara Jamieson
The often-misunderstood concept of marketing communications is examined from a strategic perspective in this course. The following ideas are explored: the interlinking of corporate, marketing and communication strategy; the blend of internal and external communications; the relational aspects of network communications; the context within which marketing communications operate; how audiences frame and interpret marketing messages.
This course assumes relationship marketing to be essential and sees communication in the context of both transactional and relational exchanges. Corporate and marketing communications are considered as important components of the complete process.
Topics covered
- Introduction to marketing communications.
- Communication theory.
- Understanding how consumers process information.
- Customer decision-making.
- How marketing communications might work.
- Marketing communications: strategies and planning.
- Marketing communications: objectives and positioning.
- Branding and the role of marketing communications.
- Corporate identity, reputation and branding.
- Financial resources for marketing communications.
- Evaluating marketing communications.
- Advertising and strategy.
- Advertising messages and creative approaches.
- Media behaviour and planning: delivering the message.
- Sales promotion.
- Public relations and sponsorship.
- Direct marketing.
- Internal marketing communications.
