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The Open University

Marketing communications as a strategic function

The Open University via OpenLearn

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Overview

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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.

Syllabus

  • 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

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Reviews

5.0 rating, based on 1 Class Central review

4.3 rating at OpenLearn based on 29 ratings

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  • Profile image for Enrique Enriquez
    Enrique Enriquez @EEnriquez
    17
    This free course on strategic marketing communications delivered exactly as described. It provided a clear, well-structured overview of communication’s evolving role in brand strategy, with practical insights into customer-centric planning and integrated messaging. The stated duration was accurate, and the certificate of completion was available on demand as promised—ideal for professional documentation. Overall, the experience was positive and informative, offering valuable frameworks and examples without promotional distractions. Highly recommended for professionals seeking strategic depth in marketing communication.
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