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Communication in Marketing (Byte Size Skills Course)

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  • 1 units

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.

On completion of your course, you will receive two certificates:

Certificate 1 is issued by Stonebridge Associated Colleges: Communication in Marketing (Byte Size Skills Course) Certificate

Communication in Marketing (Byte Size Skills Course) Certificate issued by Stonebridge Associated Colleges, to view a sample of the college’s award, please click here.

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.

Professional Membership

On completion of this course you will be eligible to join the following Professional Associations(s):

Stonebridge

On successful completion of your course your qualification is awarded. You will receive an attractively presented Diploma or Certificate issued by Stonebridge Associated Colleges, this will also allow you to use the letters SAC. Dip. or SAC. Cert. after your name.

Stonebridge Associated Colleges is one of the leading (and biggest) distance education colleges in the U.K and internationally. We have many thousands of students studying with us at any one time from locations all over the world. Our diplomas will always count towards your future, and will improve your prospects of future employment or higher level study etc. by proving that you have studied to a certain level, that you have proficiency in your chosen subjects and that you are interested in your field of choice. Education is always an investment in your future and you will find this to be the case with our qualifications in your jurisdiction.

Introduction


Objectives

 

Section 1: Communication


The Communication Process


Communication Models


Behaviour


Awareness- Attitude- Action


Section 2: Promotional Tools

 

 


Media


Target audiences


Positioning

 

Section 3: Agencies

 


Selecting an agency or consultancy


Briefing an agency

 

Section 4: Managing Communications


Monitoring promotion


Promotional Research Techniques


The Budgeting Process


Marketing Communications Plan

 

Summary

 

Tutor-marked Question Paper

Different types of agenciesPromotional process

 

What's Included

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

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.

On completion of your course, you will receive two certificates:

Certificate 1 is issued by Stonebridge Associated Colleges: Communication in Marketing (Byte Size Skills Course) Certificate

Communication in Marketing (Byte Size Skills Course) Certificate issued by Stonebridge Associated Colleges, to view a sample of the college’s award, please click here.

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.

Professional Membership

On completion of this course you will be eligible to join the following Professional Associations(s):

Stonebridge

On successful completion of your course your qualification is awarded. You will receive an attractively presented Diploma or Certificate issued by Stonebridge Associated Colleges, this will also allow you to use the letters SAC. Dip. or SAC. Cert. after your name.

Stonebridge Associated Colleges is one of the leading (and biggest) distance education colleges in the U.K and internationally. We have many thousands of students studying with us at any one time from locations all over the world. Our diplomas will always count towards your future, and will improve your prospects of future employment or higher level study etc. by proving that you have studied to a certain level, that you have proficiency in your chosen subjects and that you are interested in your field of choice. Education is always an investment in your future and you will find this to be the case with our qualifications in your jurisdiction.

Introduction


Objectives

 

Section 1: Communication


The Communication Process


Communication Models


Behaviour


Awareness- Attitude- Action


Section 2: Promotional Tools

 

 


Media


Target audiences


Positioning

 

Section 3: Agencies

 


Selecting an agency or consultancy


Briefing an agency

 

Section 4: Managing Communications


Monitoring promotion


Promotional Research Techniques


The Budgeting Process


Marketing Communications Plan

 

Summary

 

Tutor-marked Question Paper

Different types of agenciesPromotional process

 

What's Included

  • All study materials
  • Study Guide
  • Full Tutor and Admin support
SALE Up to 40% OFF
Ends midnight Monday 21st January
SALE ends in:
Easy Payment plans
Just £19.99 deposit
Ends midnight Monday 21st January

Fees

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