The often-misunderstood concept of marketing communications is examined from a strategic perspective in this course. The following ideas are explored: the interlinking of corporate, marketing and communication strategy; the blend of internal and external communications; the relational aspects of network communications; the context within which marketing communications operate; how audiences frame and interpret marketing messages.
This course assumes relationship marketing to be essential and sees communication in the context of both transactional and relational exchanges. Corporate and marketing communications are considered as important components of the complete process.
This course is offered in 0 hours
This course is accessible through:-
Master in Business Administration
The Edinburgh Business School MBA, Heriot-Watt University has been ranked as Europe's Largest Distance Learning MBA and the second largest in the world by the Financial Times Newspaper survey of approximately 20 of the top global distance learning MBAs.
The MBA programme is offered at our Champs Fleurs, San Fernando, Trincity and Port Of Spain campuses.Click for more information