The marketing departments of today have developed from a more narrowly focused function, that initially included only advertising and sales, to include public relations and sales promotion. Just as finance is concerned with money in all its forms, so marketing has communication as its prime focus. Marketing acts as a communications conduit between the organisation and its markets. The management of these communication processes is a key marketing skill that requires detailed understanding of the behavioural processes that underpin "communication".
Section 1 of this course will look at various models that have been devised to explain the communications process. Section 2 looks at how to select the most appropriate promotional tool and Section 3 at the use of advertising agencies. Section 4 deals with the management of marketing communications.
Communication is a two-way process. To be a successful communicator it is necessary not only to deliver a message, but to ensure that the message is heard, understood, accepted and acted upon. Evidence is therefore needed that the communication has been effective, and monitoring feedback is a process that continues until a desired end result is achieved. This may be relatively short-term or continuous.
"Marketing communications" and "promotion" are often used synonymously but they are, in fact, different. The one describes all communications emanating from marketing. The other describes the communications processes intended to "promote" one or more courses of action. The distinction is to some degree artificial, since the underlying purpose of most (if not all) communication is to persuade, but "promotion" is aimed at sectors external to an organisation and is under the sole control of the marketing department.
Effective communication relies upon effective and efficient management - upon establishing strategies and tactics that are managed within a budget. Section 4 will be looking at the setting of promotion objectives and the management of communications.
By the end of this course you will be able to:
* determine the factors that make up effective communication
* select and correctly use communication tools appropriate to a given purpose
* set and monitor communication objectives
* select, brief and manage promotional agencies.
Activity 7 (Section 2) requires the student to use a public library. It is to be conducted over the course of several months.
Section 1: Communication
The Communication Process
Awareness- Attitude- Action
Section 2: Promotional Tools
Section 3: Agencies
Selecting an agency or consultancy
Briefing an agency
Section 4: Managing Communications
Promotional Research Techniques
The Budgeting Process
Marketing Communications Plan
Tutor-marked Question Paper
Different types of agenciesPromotional process
On completion of your course, you will receive two certificates:
Certificate 1 is issued by Stonebridge Associated Colleges: Communication in Marketing (Byte Size Skills Course) Certificate
Communication in Marketing (Byte Size Skills Course) Certificate issued by Stonebridge Associated Colleges, to view a sample of the college’s award, please click here.
Requirements for Entry
There is no experience or previous qualifications required for enrolment on this course. It is available to all students, of all academic backgrounds.
This is only an approximate figure and is dependant upon how much time you can dedicate to your studies and how well you grasp the learning concepts in the course material. Furthermore, at the end of each lesson there is a question paper that needs to be completed and returned to your tutor. You should allow at least 1 - 2 hours of study to complete each question paper.
The approximate amount of time required to complete the course is: 20 hrs.
After each lesson there will be a question paper, which needs to be completed and submitted to your personal tutor for marking. This method of continual assessment ensures that your personal tutor can consistently monitor your progress and provide you with assistance throughout the duration of the course.
* All study materials
* Study Guide
* Full Tutor and Admin support