Customer Communications
The Customer Communications unit provides the entry level skills and application in the development and use of communications. It aims to provide you with a working knowledge of customers’ buying behaviour and the promotional mix as well as communications techniques. Individuals will not be expected to have any prior qualifications or experience in a marketing role, but they will be expected to be conversant with the content of the Marketing Fundamentals unit before undertaking this unit.
- Recognise organisations as open systems and explain the importance of relationships between the organisation and its suppliers, intermediaries, customers and other key stakeholders in a changing environment
- Explain why it is important for marketers to understand consumer and industrial buying behaviour for marketing decisions
- Explain the elements of the promotional mix and its fit with the marketing planning process
- Explain the advantages and disadvantages of the range of communications tools available to an organisation
- Develop internal and external communications using appropriate tools to suit a variety of target audiences and using an understanding of customer behaviour and customer information
- Select appropriate verbal and non-verbal communications with people inside and outside the organisation
- Demonstrate the importance of customers and customer service and apply customer care principles to create positive relationships with customers in a variety of contexts
