Marketing Communications

Modules

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

For a more detailed syllabus on this course, click here

Entry Requirements

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

All course fees, inclusive of all payment plans including our Premium Credit Limited option, must be settled before certification can be ordered.

*You will have access to the course for 24 months.

Assessment

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.

Course Textbooks

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

• Marketing Communications: Contexts, Contents and Strategies, Chris Fill (1999) second edition, Hemel Hempstead: Prentice Hall Europe.
• Principles and Practice of Marketing, David Jobber, second edition, Maidenhead: McGraw-Hill (1998)

Qualifications

On successful completion of your course you will receive the learndirect Certificate of Completion of Training in Marketing Communications.

Your course certificate will also state the number of CPD points/hours the course is eligible for.

View a sample of the certificate (opens in new window)

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