Marketing Communications

Is marketing communications essentially just to do with sales and profits and activities such as advertising? Certainly, you learn in this course that sales and profits, together with the tools and techniques of advertising, are important considerations and tools of marketing communications.

Virtually all organisations at some time need effective marketing communications. This need cuts across different types of organisations from profit seekers to not-for-profit organisations, across different types of situations and problem areas such as the need, say, to minimise adverse publicity through to the need to increase public donations. And it encompasses the relatively small local company through to the major multi-nationals operating on a global basis.

Effective marketing communications has become even more important to organisations, but at the same time, more complex and difficult to plan.

Unit 1: Marketing Communications: Nature, Purpose and Process

Introduction
Objectives
Exchange Processes and Marketing Communications
Marketing Communications Mix
Managing and Planning Marketing Communications: Key Tasks
Communication Theory: Models of Communication
Buyer Information Processing
Factors Affecting Buyer Information Processing
Summary
Further Reading

Unit 2: Advertising

Introduction
Objectives
What is Advertising?
Theories and Models
Message Design
Media Planning
Elements of Media Planning
Concepts and Techniques in Media Planning
Evaluating and Controlling Advertising
Summary
Further Reading

Unit 3: Sales Promotion and Personal Selling

Introduction
Objectives
Overview of Sales Promotion
How Sales Promotion Works
A Strategic Approach
Sales Promotion Methods
Other Issues in Sales Promotion
Personal Selling
Sales Force Management
Summary
Further Reading

Unit 4: Sponsorship, Public Relations, Direct Marketing and Interactive Tools

Introduction
Objectives
Public Relations
Nature, Purpose and Uses
PR Methods
Conventional PR Tools
Newer PR Tools
Planning and Managing PR
Sponsorship
Types of Sponsorship
Planning and Managing Sponsorship
Direct Marketing and Interactive Communications
Direct Marketing
Methods of Direct Marketing
Future of Direct Marketing
Interactive Marketing Communications
Summary
References
Further Reading

Unit 5: Planning Marketing Communications

Introduction
Objectives
Integrated Marketing Communications
What does an Integrated Approach Mean?
Advantages of Integration
Problems in Achieving an Integrated Approach
Achieving Integration
Marketing Communications Planning Framework
Applying the Framework
A Concluding Note
Summary
Further Reading

Unit 6: Further and Future Issues

Introduction
Objectives
Ethical Issues in Marketing Communications
What is Ethical?
Schools of Thought in Business Ethics
Criticisms of Marketing Communications Ethics
Internal Marketing Communications
Growth of Internal Marketing
Uses of Internal Marketing Communications
Planning and Implementing Internal Marketing Communications
Communications Industry
Agencies in the Industry
Industry Regulations: Issues and Concerns
International Marketing Communications
Coping with a Different Environment
Standardisation Versus Adaptation
Growth of a Global Industry
Summary
Further Reading

There is no experience or previous qualifications required for enrolment on this course. It is available to all students, of all academic backgrounds.

There is no experience or previous qualifications required for enrolment on this course. It is available to all students, of all academic backgrounds.