Marketing communication is afundamental and complex part of acompany'smarketingefforts. If failed can lead to serious and sometimes fatal consequences on the company image.

In this course, Senior Examiner at the Chartered Institute of Marketing, Chris Fill, explores all the essentials and beyond of Marketing Communications. From the Marketing Communication Mix to Marketing Communication and Relationship and Corporate Communication, this 4 Hours course is packed with information and insights.

This firstsectionserves to clarify ideas about the principles of marketing communications. After exploring the scope, role, and tasks of marketing communications, ideas concerning the reconfiguration of the marketing communications mix are presented. This includes explanations about the individual tools, media, including the impact of digital media, and the many ways content is generated today.

The second section, the role of marketing communications within the development of buyer/seller relationships is explored from an audience perspective. The first part of the lecture considers a range of forms of communications, and the second examines a range of exchange preferences.

The third andfinal sectionbrings these two elements together in the form of a marketing communication/relationship dynamic. This video shows how understanding an audience's preferred relationship with a supplier should shape the type of marketing communications mix used to communicate with them.