Communication in Marketing (Byte Size)

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.

Syllabus

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

Qualifications

On completion of your course, you will receive the dual award:

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

Communication in Marketing (Byte Size) 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.

Study Options

In order to offer our students the most convenient and flexible distance learning courses, Stonebridge Associated College offers you the option to study for your course via two methods:

• 1. Via the traditional paper-based method.
• 2. Through the online method via ElearnUK.

If you do not have Internet access, or would prefer to study this course via the traditional paper/postal based study method, you can find more information on the course by clicking on the link below.

Stonebridge Prices

Studying by Post. If you would like to pay by instalments, we do offer an affordable interest free payment plan scheme which allows you to spread the cost of your course over a number of months. However, to use this option you will need to study for your course using the traditional paper-based method. For more information on our payment plans please visit our website at www.stonebridge.uk.com

The reason why the course fee is less if you choose to study online, is because with online study there are no costs associated with postage and printing etc. and thus we are able to offer the course at a reduced rate.

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.

Study Hours

This is only an approximate figure and is dependant upon how much time you can dedicate to your studies and how well you grasp the learning concepts in the course material. Furthermore, at the end of each lesson there is a question paper that needs to be completed and returned to your tutor. You should allow at least 1 - 2 hours of study to complete each question paper.

The approximate amount of time required to complete the course is: 20 hrs.