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Last updated:

April 8, 2022


6 months

This course includes:

6 months

Badge on Completion

Certificate of completion

6 months


Marketing communications help to define an organization's relationship with its customers. This course, Marketing communications as a strategic function, emphasizes the strategic importance of such communication and its long-term effect on consumers.


In this course, we emphasize the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service but also because of the long-term effects of communication. Traditional marketing models fail to capture the complexity of contemporary consumer behavior. Simple cause and effect can no longer be relied upon as a predictive guide for consumers or markets. Established communication models, particularly those which picture communication as a magic bullet fired at the customer's mind to ensure compliance with marketing plans, are similarly inadequate. Instead, both academics and practitioners are embracing models that acknowledge the autonomy and unpredictability of customers. Communication is, of course, essential in any relationship. Building and managing relationships with consumers and customers have a direct bearing on marketing communications. Marketing communications help define an organization's relationships with customers not only by the kind of messages exchanged but also by the choice of media and occasion to suit their customers’ preferences. Communication models can act as a predictive guide, but in the end, it is important to recognize the autonomy and unpredictability of consumers.

Course learning outcomes

After studying this course, you should be able to:
  • Demonstrate an understanding of the strategic importance of communications in a competitive environment.

Course Curriculum

    • Barriers to a strategic view 01:00:00
    • The changing role of communications 02:00:00
    • The changing role of communications: customer preferences 02:00:00
    • Conclusion 01:00:00

About the instructor

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Open University UK