The influence and impact of marketing can be seen all around. For instance, you may find marketing communications being used to promote various brands, increase charitable donations, persuade toddlers to eat their vegetables, or encourage teenagers to behave responsibly around alcohol. In this digital era, if you use social media to portray a particular image to others, you are engaging in a form of marketing communications, with you as the brand. This course uses theories and models to explain marketing communications and provides examples of how to effectively manage the marketing communications process.This OpenLearn course is an adapted extract from the Open University course B328 Marketing in action.Transcript
Overview
Syllabus
- Introduction
- Learning outcomes
- 1 The role of marketing communications
- 1 The role of marketing communications
- 2 The communication process
- 2 The communication process
- 2.1 Macro-model of communication
- 2.2 Managing the communications process
- 2.3 Barriers to effective marketing communications
- 3 Marketing communications messages
- 3 Marketing communications messages
- 3.1 Message source
- Message source and credibility
- Celebrity endorsement
- 3.2 Message balance
- 3.3 Message appeal
- 4 Informational appeals
- 4 Informational appeals
- 4.1 Four types of informational appeal
- 5 Emotional appeals
- 5 Emotional appeals
- 5.1 Fear and guilt
- Fear, guilt and the psychology of risk
- 5.2 Shock
- 5.3 Sex
- Are sex appeals acceptable?
- 5.4 Humour
- Uses of humour in marketing communications
- 5.5 Nostalgia
- Historical nostalgia
- Personal nostalgia
- 6 Marketing communications mix in the digital era
- 6 Marketing communications mix in the digital era
- 6.1 Digital marketing communications tools
- Digital advertising
- Online sales promotions using mobile
- Online public relations
- Digital direct marketing using email
- Online word-of-mouth and viral marketing
- Social media marketing
- 6.2 Media selection
- 7 Ethical issues in marketing communications
- 7 Ethical issues in marketing communications
- 7.1 Ethics and advertising
- Advertising and society
- The ethics of sexualised images in marketing communications
- 7.2 Ethics and sales promotion
- 7.3 Ethics and direct marketing
- 7.4 Ethics and personal selling
- 7.5 Ethics and online marketing communications
- Conclusion
- References
- Acknowledgements
