Marketing Communications for Professional Marketers
4.6 (62 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
317 students enrolled

Marketing Communications for Professional Marketers

Understand how Successful Marketing Communications can Super-Charge your Business. Grasp powerful message techniques.
4.6 (62 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
317 students enrolled
Last updated 11/2013
English
English [Auto]
Current price: $104.99 Original price: $149.99 Discount: 30% off
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This course includes
  • 2.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Avoid costly marketing communication problems
  • Explore Marketing Communications Areas
  • Learn How to Convey a Message
  • The Problematic Areas of Marketing Communications
  • Corporate Communications Principles
Requirements
  • General Business Knowledge
Description

Marketing communication is a fundamental and complex part of a company's marketing efforts. If failed can lead to serious and sometimes fatal consequences on the company image.

In this course, Senior Examiner at the Chartered Institute of Marketing, Chris Fill, explores all the essentials and beyond of Marketing Communications. From the Marketing Communication Mix to Marketing Communication and Relationship and Corporate Communication, this 4 Hours course is packed with information and insights.

  This first section serves to clarify ideas about the principles of marketing communications. After exploring the scope, role, and tasks of marketing communications, ideas concerning the reconfiguration of the marketing communications mix are presented. This includes explanations about the individual tools, media, including the impact of digital media, and the many ways content is generated today. 

The second section, the role of marketing communications within the development of buyer/seller relationships is explored from an audience perspective. The first part of the lecture considers a range of forms of communications, and the second examines a range of exchange preferences. 

The third and final section brings these two elements together in the form of a marketing communication/relationship dynamic. This video shows how understanding an audience's preferred relationship with a supplier should shape the type of marketing communications mix used to communicate with them.

Who this course is for:
  • Marketing Managers
  • Marketing Students
  • Company Owners
Course content
Expand all 28 lectures 02:42:18
+ The Marketing Communications Mix
11 lectures 01:07:15
Scope of marketing communications
07:17
The role of marketing communications
08:04
The tasks of marketing communications
09:56
The marketing communications mix
06:42
The constituent tools of the MC mix
06:57
The constituent classes of media in the mix
07:49
Different media channels
03:34
The constituent forms of content in the mix
04:06
Content strategies
05:49
+ The Marketing Communications and Relationship
5 lectures 29:27
Principal forms of communication
08:27
Types of relationships
09:58
The marketing communication relationship dynamic
05:27
+ Exploring corporate communications
12 lectures 01:05:36
The corporate reputation framework
12:29
Principles of corporate identity and branding
02:23
Corporate personality
05:46
Corporate identity
09:44
Concepts and issues in corporate communication
04:15
The identity mix
07:52
Forms of corporate communication
05:54
Storytelling categories
Processing..
Reputational platforms
03:40
Associations through branding
05:39