Marketing communications help to define an organisation's relationship with its customers. This free course, Marketing communications as a strategic function, emphasises the strategic importance of such communication and its long-term effect on consumers. Communication models can act as a predictive guide, but in the end it is important to recognise the autonomy and unpredictability of consumers.
Overview
Syllabus
- Introduction
- Learning outcomes
- 1 Barriers to a strategic view
- 1 Barriers to a strategic view
- 2 The changing role of communications
- 2 The changing role of communications
- 3 The changing role of communications: customer preferences
- 3 The changing role of communications: customer preferences
- 4 Conclusion
- 4 Conclusion
- References
- Acknowledgements
