The Evolution of Marketing Communications Management
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The Evolution of Marketing Communications Management

 “Marketing is no longer about the stuff you make, but about the stories you tell.”
– Seth Godin

In these modern times, marketing communications has become a vital cog in the corporate machinery. It is essentially an asset with the help of which we can disseminate ideas and information about any organization or product to the masses effectively.

Communication plays a very important role in marketing. After all, how can you convey a message without the means of effective communication? Marketing communication includes a whole host of efforts including (but not limited to):

  • Advertising
  • Direct marketing
  • Branding
  • Packaging
  • Online presence
  • Printed material
  • PR activities
  • Sales presentations
  • Sponsorships
  • Trade show appearances
  • IMC
  • Media management


Market communication is part of the hallowed marketing mix, which consists of product, place, price and promotion. It is about putting the right product in the right place, at the right price, and at the right time.

The evolution of the concept 

Previously, print marketing was the only method of conveying a message to the consumers, but in recent times, emails, SMS, radio, blogs, television, company websites, social media, and digital marketing have taken the forefront in marketing communication efforts. The whole process has evolved to a point where today, we can spread any message within a fraction of a second due to easy access to different types of media and the speed with which advancements in communication technologies allow us to share content. For this very reason, the people responsible for controlling the communication process are very important – it is important that they should be good in strategic communications management.

A career in the field 

The field of marketing communications continues to grow rapidly, and a wide variety of career opportunities can be found under its ambit in the corporate sector. This includes jobs in advertising agencies, online or digital marketing, business development and many more. It is the marketing communications manager’s job to device the company’s strategy in terms of the ways and means employed by the company to interact with all the important stakeholders.

To be a success in this field, candidates need to have a holistic knowledge of marketing, media planning, corporate communications and more. Since it is still a nascent career in India, there aren’t too many marketing communication courses available out there, although more and more have begun to emerge in recent times. Seamedu is one of the institutions that has recognized the need for formal, professional education in this up-and-coming field. The degree offered here is Marketing Communications Management, which is a three-year course and students who have passed their 12th are eligible to apply.

This course covers various aspects of marketing communications. These include:

  • Integrated Marketing Communications
  • Media Planning
  • Strategic Communication
  • Digital Marketing and Branding
  • Strategic Marketing and Management


This course provides an in depth understanding of the various communication methods used to meet modern marketing objectives. The course isn’t all theory either, because our students are given challenges at every step of the program and skills and honed through a variety of practical projects as well. This provides them with a more rounded education and prepares them for real-life situations that the industry will throw at them when the leave their classroom behind and step out into the field.

So, if you have competent communication skills, an analytical bent of mind, and a strategic outlook towards problem solving, then you are on the right path (and at the right place!). A career in marketing communications management will allow you to work in the exciting world of digital media and creative media management and construct a career that has the potential to scale endless heights.

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