COURSE OVERVIEW:
Marketing communication has been defined as the sharing of information, concepts, and meanings about products, services and the organisation that sell them, by the source and receiver.
A more elaborate definition is: Marketing Communication is targeted interaction with customers and prospects using one or more media, such as direct mail, social media, newspapers and magazines, television, radio, billboards, telemarketing, and the Internet.
Marketing communications is essentially a part of the marketing mix. The marketing mix defines the 4Ps of marketing, price, place, product and promotion, and Promotion is what marketing communications is all about. Subsisting within the marketing mix is another, the promotion mix which simply refers to the blend of advertising, selling, public relations and sales promotion. A commonality shared by all elements of the promotional mix is that their function is to communicate.
Before a product or service is positioned in the mind of a buyer, awareness must first be created through the promotion mix to such extent that the buyer develops positive attitudes about the product or service and the selling company that may result in a sale being made.
In the first part of this course, marketing communications is defined, the nature of information and the consumer information processing model is explained. Then we explore the basic model of communication process and the framework for analysing the marketing communication process. Furthermore, we explain how language and conception are considered elements of communication and sign and symbol are components of communication.
The second part explores the hierarchy of communications effects, the marketing communications mix and the dyadic communication. Then we explain the relationship between group communication and marketing strategy. Finally, we discuss the role of public relations in marketing communications, the functions of public relations in marketing and the Integrated Marketing Communications (IMC) process.
LEARNING OUTCOMES:
By the end of this course, you will be able to understand:
- What is marketing communication?
- From the marketing point of view, what communication or the promotion mix can achieve
- The three necessary elements for effective communication
- The nature of information and information processing
- The consumer information processing model
- The marketing implication of information
- How to facilitate intentional exposure?
- How to maximise accidental exposure?
- The basic model of communication process
- The frame work for analysing marketing communication process
- Language and conception as elements of communication
- Sign and symbol as components of communication
- Language and marketing communication
- How to develop effective communication language?
- The characteristics of an effective communication language
- Communication through verbal language and non-verbal language
- The hierarchy of communication effects
- The five stages of the adoption process
- The marketing communication mix and its four major components
- The two main types of dyadic communication
- The advantages and disadvantages of mass communication
- The factors influencing the effectiveness of word-of-mouth communication and the keys to developing favourable word-of-mouth communications
- Group communication
- Opinion leadership and the role of opinion leaders in communication
- The situations in which opinion leadership occur
- The characteristics of opinion leaders
- Group communication and marketing strategy
- The process of using opinion leadership
- The role of public relations in marketing communication
- The general methodology of organisation or corporate marketing
- The functions of public relations in marketing
- Integrated marketing communication (IMC)
- The evolution of integrated marketing communication
- The importance of integrated marketing communication
- The integrated marketing communication strategic planning process
- The types of communication strategies
- The methods that make communication easy
- The role of promotion in marketing communication
- The five participants of integrated marketing communication process
COURSE DURATION:
The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.
COURSE REQUIREMENTS:
You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.
COURSE DELIVERY:
Purchase and download course content.
ASSESSMENT:
A simple 10-question true or false quiz with Unlimited Submission Attempts.
CERTIFICATION:
Upon course completion, you will receive a customised digital “Certificate of Completion”.