Management of the company's marketing communications complex

Abstract

The object of the research is company's marketing communications complex. The subject of the research is to establish a theoretical and practical foundation for understanding company's marketing communications complex with an emphasis on developing recommendations for marketing management development of the enterprise The purpose of this master’s qualification work to identify how it is possible to approach marketing communications management for organizations to achieve success in a constantly changing global context while suggesting practical recommendations to improve marketing management. The research is based on the theoretical and pragmatic considerations in managing marketing communications for Huawei as a Telecommunications company. Thus, the methods obtained from analyzing Huawei’s strategies can be useful for understanding how to properly apply marketing communications to contemporary challenges and opportunities The obtained results are practically significant as they intend to make theoretical and practical contributions to marketing management by identifying gaps in existing approaches, assessing current practices, and providing potential solutions with the overall goal of enhancing the function’s operations in a global and digitalized business environment.