Professional Diploma in Marketing Welcome to Marketing Communications 09 January 2007

Marketing Communications The Marketing Communications module will provide you with the skills and knowledge that enables marketers to manage marketing communications and brand support activities within organisations It will provide you with an understanding of the concepts and practice of promotional activity at an operational level Although reference is made to relevant strategic issues in order to provide a relevant context for learning, the focus is primarily on creating applied co-ordinated promotional activities, campaign development and the management of relationships with a variety of stakeholders, particularly customers and members of marketing channels

The Marketing Communications module will provide you with the skills and knowledge that enables marketers to manage marketing communications and brand support activities within organisations

It will provide you with an understanding of the concepts and practice of promotional activity at an operational level

Although reference is made to relevant strategic issues in order to provide a relevant context for learning, the focus is primarily on creating applied co-ordinated promotional activities, campaign development and the management of relationships with a variety of stakeholders, particularly customers and members of marketing channels

Marketing Communications Learning Outcomes By the end of this module you should be able to: Explain the role of marketing communications and advise how personal influences might be used to develop promotional effectiveness Explain how the tools of the promotional mix can be coordinated in order to communicate effectively with customers and a range of stakeholders Devise a basic media plan based on specific campaign requirements using both offline and online media Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience Explain the main elements, activities and linkages associated with the formulation and implementation of a marketing communications plan Recommend a suitable marketing communications budget Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications Use the vocabulary of the marketing communications industry and be able to communicate effectively with other marketing practitioners

By the end of this module you should be able to:

Explain the role of marketing communications and advise how personal influences might be used to develop promotional effectiveness

Explain how the tools of the promotional mix can be coordinated in order to communicate effectively with customers and a range of stakeholders

Devise a basic media plan based on specific campaign requirements using both offline and online media

Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience

Explain the main elements, activities and linkages associated with the formulation and implementation of a marketing communications plan

Recommend a suitable marketing communications budget

Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities

Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications

Use the vocabulary of the marketing communications industry and be able to communicate effectively with other marketing practitioners

What is a customer? User (consumer) Chooser Payer Stakeholders

User (consumer)

Chooser

Payer

Stakeholders

Decision Making Units Family DMU: Mum Dad Kids Business DMU: Initiator Influencer User Buyer Financier Gatekeeper

Family DMU:

Mum

Dad

Kids

Business DMU:

Initiator

Influencer

User

Buyer

Financier

Gatekeeper

Decision Making Process Environmental influences Marketing Mix influences Psychological factors: Motivation Beliefs Attitudes Perceptions Learning Cultural groups Social class Family groups Reference groups: Membership Aspirant Dissociative D.M.U’s Product Place Price Promotion + People Process Physical evidence Recognition of problem Search for information Evaluation of alternatives Purchase decision Post-purchase evaluation Individual influences Group influences Social/cultural Technological Economic Ecological Political Legal Ethical

Psychological factors:

Motivation

Beliefs

Attitudes

Perceptions

Learning

Cultural groups

Social class

Family groups

Reference groups:

Membership

Aspirant

Dissociative

D.M.U’s

Product

Place

Price

Promotion

+

People

Process

Physical evidence

Social/cultural

Technological

Economic

Ecological

Political

Legal

Ethical

Decision Making Process How the DMP is driven depend on customers’ perception of risk about the purchase: Performance risk Physical risk Ego risk Social risk Time risk Financial risk

How the DMP is driven depend on customers’ perception of risk about the purchase:

Performance risk

Physical risk

Ego risk

Social risk

Time risk

Financial risk

Decision Making Process Level of perceived risk determines involvement level in the purchase: Low-involvement purchases Frequent purchases, usually inexpensive Baked beans, detergents, High-involvement purchases Infrequent purchases, usually “big-ticket” Cars, insurance policies, domestic appliances

Level of perceived risk determines involvement level in the purchase:

Low-involvement purchases

Frequent purchases, usually inexpensive

Baked beans, detergents,

High-involvement purchases

Infrequent purchases, usually “big-ticket”

Cars, insurance policies, domestic appliances

Decision Making Process Awareness Extensive information search Attitude/intention Trial/experimentation Long-run behaviour Awareness Short internal information search Trial/experimentation Attitude/future intention Long-run behaviour High-involvement decision-making Low-involvement decision-making Fill: Marketing Communications, 4th edition, © Pearson Education Limited 2006

Decision Making Process This leads to three types of consumer decision-making: Extended problem-solving Speciality goods Limited problem-solving Shopping goods Routine problem-solving Convenience goods

This leads to three types of consumer decision-making:

Extended problem-solving

Speciality goods

Limited problem-solving

Shopping goods

Routine problem-solving

Convenience goods

Sender Receiver Encoding Decoding Feedback Medium Noise The communication process Noise Noise Message

The developing orientation of marketing communications Fill: Marketing Communications, 4th edition, © Pearson Education Limited 2006

DRIP elements of marketing communications Fill: Marketing Communications, 4th edition, © Pearson Education Limited 2006

Differences between B2C and B2B marketing communications Fill: Marketing Communications, 4th edition, © Pearson Education Limited 2006

“ Homework” Assess the role that marketing communications currently fulfils in your organisation To what extent are your organisation’s marketing communications “customer-focused”? Who are its important customers? What is important to them in relation to their relationship with your organisation? Is that reflected in the marketing communications approach?

Assess the role that marketing communications currently fulfils in your organisation

To what extent are your organisation’s marketing communications “customer-focused”?

Who are its important customers?

What is important to them in relation to their relationship with your organisation?

Is that reflected in the marketing communications approach?