Marketing Communications: Developing a Strategy
Marketing communications are used to translate a company's value proposition into compelling narratives that establish, maintain, or modify a brand image in consumers' minds. These narratives are intended to engage audiences and prompt them to take action, and are delivered through various channels such as advertising, public relations, and digital marketing. Nowadays, marketing managers must also take into account messages that consumers create on their own through word of mouth and social media. The goal of promotion/marketing communication is to optimize consumer engagement, which leads to the ultimate goal of selling things.
This lesson is for students studying Principles of Marketing. Corey is a Senior Lecturer at the University of Minnesota in the Carlson School of Management.