COURSE OVERVIEW:

Welcome to the Fundamentals of Marketing Communication course. This program has been designed to equip you with the knowledge and conceptual foundations required to understand, analyse and apply marketing communication principles in contemporary business environments. You will examine how communication works, how consumers process information, how language and symbols influence perception and how organisations use integrated communication strategies to reach, persuade and retain target audiences.

This course begins by defining marketing communication and exploring what the promotion mix can achieve from a marketing perspective. This learning area examines the three necessary elements for effective communication, the nature of information and information processing, the consumer information processing model and the marketing implications of how consumers attend to, interpret and respond to commercial messages.

The next learning area focuses on exposure, attention and communication frameworks. This section explains how to facilitate intentional exposure, how to maximise accidental exposure, the basic model of the communication process, the framework for analysing communication effectiveness, the roles of language and conception, and the use of signs and symbols as meaning-bearing components in marketing communication.

Another learning area examines communication language. This section outlines the relationship between language and marketing communication, how to develop effective communication language, the characteristics of impactful messaging and how verbal and non-verbal communication combine to create persuasive, clear and memorable brand messages.

A further learning area explores communication effects and adoption. This section discusses the hierarchy of communication effects, the five stages of the adoption process, the marketing communication mix and its major components, the two main types of dyadic communication and the advantages and disadvantages of mass communication in different marketing contexts.

The next learning area addresses interpersonal influence and group dynamics. This section explains the factors affecting the effectiveness of word-of-mouth communication, the keys to developing favourable interpersonal communication, the nature of group communication, the role of opinion leaders, the situations in which opinion leadership emerges, the characteristics of opinion leaders and how group communication influences marketing strategy.

Another learning area focuses on public relations and integrated marketing communication (IMC). This section discusses the role of public relations, the general methodology of corporate marketing, the functions of PR within marketing, the evolution of IMC, the importance of integrated communication, the IMC strategic planning process and the range of communication strategies available to modern marketers.

The final learning area examines communication methods and promotional roles. This section outlines the methods that make communication easier and more effective, the role of promotion in the wider communication system and the five key participants within an integrated marketing communication process that ensure message alignment and strategic orchestration.

By the end of this course you will be able to analyse communication processes, understand how consumers interpret marketing messages, apply principles of language and symbolism, leverage interpersonal and group influence, develop integrated communication strategies and utilise the full range of marketing communication tools to achieve organisational objectives.

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.

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”.