SCPM Chapter 12

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Chapter 12 – Marketing Communications and the Story Economy

 

Learning Outcomes

 

After completing this chapter, learners will be able to:

• Explain the strategic role of marketing communications in shaping brand meaning, influencing consumer perception, and supporting integrated marketing campaigns across channels.
• Differentiate among key communication models and evaluate how message design, storytelling, and audience insight drive more effective brand communication.
• Analyze the components of an integrated marketing communications (IMC) system and assess how consistency, clarity, and synergy affect campaign performance.
• Apply storytelling frameworks and narrative elements to craft brand messages that strengthen emotional engagement and long-term loyalty.
• Assess the impact of digital platforms, cultural context, and media fragmentation on communication strategy in global markets.