SKU: 57889865277

Fundamentals of Marketing Communication

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Description

Fundamentals of Marketing CommunicationCOURSE OVERVIEW: Welcome to the Fundamentals of Marketing Communication course. This program has been designed to equip you with the knowledge and conceptual foundations required to understand, analyse and apply marketing communication principles in contemporary business environments. You will examine how communication works, how consumers process information, how language and symbols influence perception and how organisations use integrated

COURSE OVERVIEW:

Welcome to the Fundamentals of Marketing Communication course. This program has been designed to equip you with the knowledge and conceptual foundations required to understand, analyse and apply marketing communication principles in contemporary business environments. You will examine how communication works, how consumers process information, how language and symbols influence perception and how organisations use integrated communication strategies to reach, persuade and retain target audiences.

This course begins by defining marketing communication and exploring what the promotion mix can achieve from a marketing perspective. This learning area examines the three necessary elements for effective communication, the nature of information and information processing, the consumer information processing model and the marketing implications of how consumers attend to, interpret and respond to commercial messages.

The next learning area focuses on exposure, attention and communication frameworks. This section explains how to facilitate intentional exposure, how to maximise accidental exposure, the basic model of the communication process, the framework for analysing communication effectiveness, the roles of language and conception, and the use of signs and symbols as meaning-bearing components in marketing communication.

Another learning area examines communication language. This section outlines the relationship between language and marketing communication, how to develop effective communication language, the characteristics of impactful messaging and how verbal and non-verbal communication combine to create persuasive, clear and memorable brand messages.

A further learning area explores communication effects and adoption. This section discusses the hierarchy of communication effects, the five stages of the adoption process, the marketing communication mix and its major components, the two main types of dyadic communication and the advantages and disadvantages of mass communication in different marketing contexts.

The next learning area addresses interpersonal influence and group dynamics. This section explains the factors affecting the effectiveness of word-of-mouth communication, the keys to developing favourable interpersonal communication, the nature of group communication, the role of opinion leaders, the situations in which opinion leadership emerges, the characteristics of opinion leaders and how group communication influences marketing strategy.

Another learning area focuses on public relations and integrated marketing communication (IMC). This section discusses the role of public relations, the general methodology of corporate marketing, the functions of PR within marketing, the evolution of IMC, the importance of integrated communication, the IMC strategic planning process and the range of communication strategies available to modern marketers.

The final learning area examines communication methods and promotional roles. This section outlines the methods that make communication easier and more effective, the role of promotion in the wider communication system and the five key participants within an integrated marketing communication process that ensure message alignment and strategic orchestration.

By the end of this course you will be able to analyse communication processes, understand how consumers interpret marketing messages, apply principles of language and symbolism, leverage interpersonal and group influence, develop integrated communication strategies and utilise the full range of marketing communication tools to achieve organisational objectives.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

  • What is marketing communication?
  • From the marketing point of view, what communication or the promotion mix can achieve
  • The three necessary elements for effective communication
  • The nature of information and information processing
  • The consumer information processing model
  • The marketing implication of information
  • How to facilitate intentional exposure?
  • How to maximise accidental exposure?
  • The basic model of communication process
  • The frame work for analysing marketing communication process
  • Language and conception as elements of communication
  • Sign and symbol as components of communication
  • Language and marketing communication
  • How to develop effective communication language?
  • The characteristics of an effective communication language
  • Communication through verbal language and non-verbal language
  • The hierarchy of communication effects
  • The five stages of the adoption process
  • The marketing communication mix and its four major components
  • The two main types of dyadic communication
  • The advantages and disadvantages of mass communication
  • The factors influencing the effectiveness of word-of-mouth communication and the keys to developing favourable word-of-mouth communications
  • Group communication
  • Opinion leadership and the role of opinion leaders in communication
  • The situations in which opinion leadership occur
  • The characteristics of opinion leaders
  • Group communication and marketing strategy
  • The process of using opinion leadership
  • The role of public relations in marketing communication
  • The general methodology of organisation or corporate marketing
  • The functions of public relations in marketing
  • Integrated marketing communication (IMC)
  • The evolution of integrated marketing communication
  • The importance of integrated marketing communication
  • The integrated marketing communication strategic planning process
  • The types of communication strategies
  • The methods that make communication easy
  • The role of promotion in marketing communication
  • The five participants of integrated marketing communication process

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.

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Exchange/Return Notes
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SKU: 57889865277

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ThomasD
Alexandria, US
★★★★★ 5
Great cabin filter for 2019 Acura RDX
Size: 8.3" x 9.3" x 1.3"
When I have my car serviced at the Acura dealership, they routinely recommend that the cabin filter be replaced. As we all know, a dealership is going to charge an arm and a leg for a basic service. Therefore, I have been replacing the cabin air filter myself for the past few years. I like BOSCH products and when I found this filter on Amazon, I knew that was the one to purchase for my 2019 Acura RDX. The filter fits perfectly in its location in the glove box. It literally takes less than five minutes to swap out the old filter for the new. I will continue to use this product while I have the RDX.
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Reviewed in the United States on November 30, 2025
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Frank L.
Lowell, US
★★★★★ 5
Perfect fit, easy installation.
Size: 8.3" x 9.3" x 1.3"
This part fits perfectly. Directional flow is printed on the part however you need to confirm which way air flows in the actual air box. The easiest test is to run the a/c with the filter out, wet a finger, and stick in in the air box to see which side the air blows cold. Then just install this part in the air flow direction as printed on the part. I have not noticed a difference in air quality yet, however I imagine being a HEPA filter, this will do wonders keeping pollen out of the car. Installed this in a 2011 Honda CR-Z. Easy installation. Part looks high quality which is fitting for Bosch.
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Reviewed in the United States on May 26, 2026
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N. Fasso
Pawtucket, US
★★★★★ 4
Great filter, but doesn't fit 2013 Honda Fit without modification
Size: 8.3" x 9.3" x 1.3"
Right off the bat: I don't have any airflow problems with this filter. It works great, the air is noticeably cleaner, and airflow has not been meaningfully reduced. However, it doesn't fit my air filter holder very well. The ' air filter holder' (a plastic tray that slides horizontally into the air flow system) has two plastic fringes on either side of the tray, which each have two small notches in them, a few inches apart from one another. This appears to act as a sort of 'key' by which you can gauge you are putting the filter in with the correct alignment. On an OEM filter, the slots line up with two strips of material that stretch across the length of the filter, which themselves rest within the slots. However, the slots don't line up with the strips on this filter. I had to cut the fringes so that the slots in them are wider, so the strips would fit in them. Without doing this, the filter wouldn't press down into the tray. Having done that, and the filter now rests flush in the tray, there are still marginal gaps around the perimeter of the filter. It's a millimeter or two too small for the tray, so there is some airflow around the filter. This could be rectified by wrapping insulation tape or something around the edge of the filter, or could be ignored if you're not super picky. I haven't added any wrapping to get an airtight seal, and even with that gap I still noticed that the air is way better. So ultimately, it didn't fit exactly, but it fits 90% of the way and, with some finagling, is a superior filter by any other measure.
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Reviewed in the United States on December 3, 2018
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Locutus
Port Orchard, US
★★★★★ 5
Don't overlook this important bit of maintenance
Size: 8.3" x 9.3" x 1.3"
Cabin air filters get dirty and gross quicker than you realize. I recommend changing them twice a year. Bosch is a quality brand, very happy with it.
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Reviewed in the United States on March 8, 2026
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Verified Purchase
clutz
Massapequa, US
★★★★★ 1
Better than Honda Cabin Filter for Allergies -
Size: 8.3" x 9.3" x 1.3"
Installation took all of 3 minutes. Noticeable improvement in air quality (less allergy response) since installation. Others mentioned a reduction in air flow but have not noticed a change. ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, Update (9/2020) Noticeable reduction in air flow. I have needed to increase the fan speed to make the cabin comfortable. I may be switching brands soon. I will pull the filter at 6 weeks and see if it is getting plugged (yikes). //////////// Update (10/2020) I pulled the Bosch filter expecting it to be plugged due to the lack of air flow. I was surprised to see it was clean. There were are few small pieces of stuff in the folds of the filter but only about 10 of them. I held the filter up to the light and then tapped it on white paper to see what would fall out. There was nothing present to explain the extreme loss of air flow. I have used Bosch cabin filters in my other vehicles (not HEPA) with great success. I was hoping to help the allergies of my family but having to run the fan on high to receive any airflow was more annoying than helpful. The noise was irritating and the air flow was still less than the Honda filter I removed. I purchased a new Honda cabin filter and our van is back to normal. I did not realize how much I missed the auto temperature setting. I was setting the temperature about 5 degrees below "normal" to try and keep the temperature consistent, and it was not during the hotter summer months. Unfortunately I am beyond the 30 day Amazon return window so I am not able to return the cabin air filter. :-( This is my first Amazon review that moved from 5 to 1.....
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Reviewed in the United States on August 18, 2020

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