Marketing communications as a strategic function

Marketing communications help to define an organisation's relationship with its customers. This free course, Marketing communications as a strategic function, emphasises the strategic importance of such communication and its long-term effect on consumers. Communication models can act as a predictive guide, but in the end it is important to recognise the autonomy and unpredictability of consumers.

• Introduction
• Learning outcomes
• 1 Barriers to a strategic view
• 1 Barriers to a strategic view
• 2 The changing role of communications
• 2 The changing role of communications
• 3 The changing role of communications: customer preferences
• 3 The changing role of communications: customer preferences
• 4 Conclusion
• 4 Conclusion
• References
• Acknowledgements