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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.

Course Syllabus

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


On completion of your course, you will receive two certificates:
Certificate 1 is issued by Stonebridge Associated Colleges: Marketing Communications Diploma

Marketing Communications Diploma issued by Stonebridge Associated Colleges, to view a sample of the college’s award, please click here.
Certificate 2 is issued by ABC Awards: Level 4 Marketing Communications Certificate of Achievement

At the end of this course successful learners will receive a Certificate of Achievement by ABC Awards and a Learner Unit Summary (which lists the details of all the units you have completed as part of your course).

The course has been endorsed under the ABC Awards’ Quality Licence Scheme. This means that Stonebridge Associated Colleges have undergone an external quality check to ensure that the organisation and the courses it offers, meet certain quality criteria. The completion of this course alone does not lead to an Ofqual regulated qualification but may be used as evidence of knowledge and skills towards regulated qualifications in the future. The unit summary can be used as evidence towards Recognition of Prior Learning if you wish to progress your studies in this sector. To this end the learning outcomes of the course have been benchmarked at Level 4 against level descriptors published by Ofqual, to indicate the depth of study and level of difficulty involved in successful completion by the learner.

The course itself has been designed by Stonebridge Associated Colleges to meet specific learners’ or employers’ requirements. ABC Awards’ endorsement involves a robust and rigorous quality audit by external inspectors to ensure quality is consistently met. A regular review of courses is carried out as part of the endorsement process.

Who are ABC

ABC Awards is a leading national Awarding Organisation, regulated by Ofqual, and the Welsh Government[1]. They have a comprehensive portfolio of over 650 Ofqual regulated qualifications on the national Qualifications and Credit framework (QCF). It has a long-established reputation for developing and awarding high quality vocational qualifications across a wide range of industries. As a registered charity, ABC Awards combines 180 years of examination and assessment expertise but also implements a responsive, flexible and innovative approach to the needs of our customers.

Renowned for excellent customer service, and quality standards, ABC Awards also offers over 600 Ofqual regulated qualifications for all ages and abilities post-14; all are developed with the support of relevant stakeholders to ensure that they meet the needs and standards of employers across the UK.

Tutor Support

With this course you will have unlimited access to your own personal tutor who specialises in their field of study. It is your personal tutor's role to ensure that you receive constructive feedback and to deal with any queries you may have. You are more than welcome to telephone, fax or email your personal tutor.

You will also have access to a dedicated and friendly team of administrators and course advisors who offer sound and professional guidance and advice when you need it. This ensures that you will never feel neglected and that you will always succeed!

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.

Study Hours

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: 180 hrs.

Additional Information

Assessment Method

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.

What's Included

    * All study materials
    * Study Guide
    * Full Tutor and Admin support

Course Textbooks

For this course you will be required to purchase the following textbooks:

Advantages of this distance learning course:
  • Home Study: you declare when you study, no need to attend class at fixed times and fixed dates. Your study hours fit around you!
  • We will post all the beautifully printed course materials to you. Everything is written in a clear and easy-to-understand format.
  • Start this course anytime of the year! No need to wait until the new academic year starts. Enroll today so soon you'll start improving your CV or re-skill for your new career.
  • Create your own study routine, learn at your own pace, complete your course as quickly or slowly as your circumstance dictate.
  • Your home learning is totally supported by experienced tutors who guide, encourage and assess your progress. You will not be alone because all our tutors are friendly and approachable.


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Questions about this course? Contact Student Support / Course Advisors

Enrol by phone: call 0845 65 22 187 quote course code 568

Enrol by post: print this postal form.

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