Marketing communication encompasses all the tools companies use to communicate with (potential) customers about their products and services.
Apart from communication, companies also use other instruments to attract and retain customers. This is called the marketing mix. First, the product, price and distribution options are dealt with, as these elements constitute the foundation of the marketing strategy. The communicative value of the product, the packaging, the price and the distribution strategy, is also highlighted.
Next, different communication tools are focused upon, namely Advertising, Sponsoring and Public Relations. Synergy as a result of an integrated approach is highlighted as well. Specific legal and self-regulatory aspects of particular marketing communications forms are also referred to during the course.