Marketing communication is the 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.
Oxford Learning Lab is an online provider of Marketing & Business Strategy education.
All the courses have been created under the supervision of Oxford College of Marketing, a Chartered Institute of Marketing (CIM) centre of excellence. Each course has been developed in collaboration with leading experts who have a proven academic or consultancy experience in their field. You can find them working on MBA and University programs with establishments like Wharton, Madrid, Cranfield, Warwick , Aston and Portsmouth to mention just a few. Some of them consult for FTSE 100 and Fortune 500 companies.
Our courses have been created to help you to quickly grasp complex marketing concepts, from Marketing Planning and Segmentation to Social Media Marketing and Analytics, to mention a few.
All the courses are divided into byte-size chunks of information which are easy to absorb. This means if you do not have enough time, you will find that by dipping in and out of the videos a few minutes each day, whenever you can, your understanding of marketing will be transformed.