The world's most flexible MBA programme
This is your MBA. Not ours. That means you start when you like and finish when you like. You can study from home or on campus. At EBS, our courses are designed to fit round you.
One of the world's largest MBA programmes
Edinburgh Business School is one of the world's pre-eminent business schools. We have more than 10,900 active students. More than 15,500 alumni. And partners across seven continents.
One of the world's most innovative business schools
Our rigorous courses can be studied in any order. You take exams when you're ready. At Edinburgh Business School, we take a different view. Come and see for yourself.
Some of the most talented students – and teachers – in the business world
We have students from more than 40% of Fortune 500 companies. Our courses are written by prize-winning business authors. For more than 20 years, our programmes have challenged, inspired – and rewarded.
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.
- 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.