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Communication in Marketing (Byte Size Skills Course)
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Communication in Marketing Course

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.

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You can enrol today and pay much, much later

We’ve tried to make it easy as possible for you to register onto one of our courses. We understand that not everyone always has the cash needed, to pay for their course upfront, at the time when they want to start their course. So we offer different ways to pay to help you spread the cost over a longer period.

We also allow you to choose whether you want to study your course via the traditional paper based method or online study where you have access to all your course materials immediately. When you proceed through the checkout process you will be given the option to select your preferred method of study.

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*Cashback will be paid to you once you have finished paying for your course in full. For more information, please see our cash back terms and conditions. The total amount payable over the term’s period, is no more than the total cash price of the course. (APR = 0%). Written quotations are available on request.

Stonebridge Associated Colleges Limited is authorised and regulated by the Financial Conduct Authority (Consumer Credit License: 673930).

If you opt to study via the paper based method there is an additional postage charge which will be highlighted during the checkout. (Royal Mail First Class = £10 per course or Royal Mail Second Class = £5 per course).

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Byte Size Learning Skills

Communication in Marketing (Byte Size Skills Course)

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