Marketing communications in the digital age

The influence and impact of marketing can be seen all around. For instance, you may find marketing communications being used to promote various brands, increase charitable donations, persuade toddlers to eat their vegetables, or encourage teenagers to behave responsibly around alcohol. In this digital era, if you use social media to portray a particular image to others, you are engaging in a form of marketing communications, with you as the brand. This course uses theories and models to explain marketing communications and provides examples of how to effectively manage the marketing communications process.This OpenLearn course is an adapted extract from the Open University course B328 Marketing in action.Transcript