May 1, 2024
Updated May 9, 2025
18 minute read
Marketing Communications, often abbreviated as MarCom, encompasses the strategies and tactics organizations use to convey messages about their products, services, and overall brand to their target audience. It is a critical function within marketing that aims to build brand awareness, generate leads, foster customer relationships, and ultimately drive sales. At its core, marketing communications is about telling a compelling story that resonates with consumers and differentiates a brand in a crowded marketplace.
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Find a path to becoming a Marketing Communications. Learn more at:
OpenCourser.com/topic/rgniaj/marketing
Reading list
We've selected six books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Marketing Communications.
Takes a brand narrative approach to marketing communications, emphasizing the importance of storytelling and emotional connection. It provides a framework for developing and executing marketing campaigns that resonate with target audiences.
This classic textbook on marketing management provides a comprehensive overview of marketing communications as part of the broader marketing mix. It covers key topics such as market research, product development, pricing, and distribution.
Focuses on the intersection of public relations and marketing communications, providing a comprehensive overview of how to develop and execute effective campaigns that build relationships with key stakeholders. It covers topics such as media relations, social media, and crisis communication.
Provides a comprehensive guide to content marketing, covering topics such as content strategy, content creation, and content distribution. It emphasizes the importance of creating high-quality content that is relevant to target audiences.
Provides a strategic approach to social media marketing, covering topics such as content development, community building, and paid advertising. It emphasizes the importance of aligning social media marketing with overall business goals.
Provides a foundational overview of marketing communications, covering key topics such as the marketing communications process, the role of different media channels, and the measurement of marketing communications effectiveness. It is an accessible resource for students and practitioners who are new to marketing communications.
For more information about how these books relate to this course, visit:
OpenCourser.com/topic/rgniaj/marketing
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