Making the right communication decisions

Marketing Communications lies at the heart of both the relational and transactional exchange between a business and its stakeholders. Get it wrong and the organisation can suffer significantly. This course will help executives clarify their communication strategies through a broad range of up-to-date marketing concepts and theories.
Topics covered
  •  Introduction to marketing communications
  • Communication theory
  • Understanding how consumers process information
  • Customer decision-making
  • How marketing communications might work
  • Big data
  • Media behaviour and planning: delivering the message
  • Marketing communications: objectives, strategies and planning
  • Positioning and branding and the role of marketing communications
  • Evaluating marketing communications
  • Advertising
  • Sales promotion
  • Public relations and sponsorship
  • Direct marketing
  • Internal marketing communications
  • Digital marketing

Sample our online resources

Here’s a little look at the support you can expect

Course taster

Get a feel for the course before you make that all-important purchase.

This pdf is a short version of the full course text. It gives you the contents page and the first module...

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Course development

This course is available for purchase from now and until 31 July 2021, and examinations are offered until June 2023.

If you’re thinking about starting today you’ll study our Marketing Insights course, as outlined here.

If you’re looking to begin studying from 2020, you’ll be able to choose a new version of the course, redeveloped for study through our new virtual learning environment. 

Both courses are equivalent and transferrable, so your choice today won’t affect your award.

Why change? We’re in the process of moving to a new learning platform which will give you more interactive learning opportunities and newly designed courses.

'Visualise This'

We have a library of informative visual material to guide you through critical concepts. Here’s just one of them.

The full library is available through your Student Portal.