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PROJECT MANAGEMENT  Marketing & Communication Week 5 Propedeuse ICM 2011-2012 School of Communication & Media - INHOLLAND
The Marketing & Communication Track Developing a Communication Strategy http://www.youtube.com/watch?v=xrj4zYv4-Og   You h...
The Marketing & Communication Track Developing a Communication Strategy INTERNAL: Are the employees competent? What is the...
The Marketing & Communication Track Developing a Communication Strategy What are the threats & weaknesses? How can you avo...
The Marketing & Communication Track Creating  a Communication Strategy <ul><li>Who is the communication target group? With...
The Marketing & Communication Track Creating a Communication Strategy These target groups can be categorised as: 1. Produc...
The Marketing & Communication Track Creating a Communication Strategy <ul><li>What is the communication objective? What is...
The Marketing & Communication Track Creating a Communication Strategy What is the message?  Create a message that communic...
The Marketing & Communication Track Creating a Communication Strategy:  the target group matrix target group objective mes...
The Marketing & Communication Track Creating a Communication Strategy <ul><li>Other important aspects of the communication...
The Marketing & Communication Track The 5 P’s of Marketing <ul><li>Product </li></ul><ul><ul><li>physical product or servi...
The Marketing & Communication Track The 5 P’s of Marketing <ul><li>Price </li></ul><ul><ul><li>take into account profit ma...
The Marketing & Communication Track The 5 P’s of Marketing <ul><li>Promotion </li></ul><ul><ul><li>related to communicatin...
The Marketing & Communication Track The 5 P’s of Marketing <ul><li>People </li></ul><ul><ul><li>what attitude or appearanc...
The Marketing & Communication Track The 5 P’s of Marketing <ul><li>Place </li></ul><ul><ul><li>associated with channels of...
The Marketing & Communication Track Creating a Marketing or Fundraising Plan See Verhaar, chapter 8 for: Marketing Plans F...
Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter,...
Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter,...
Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter,...
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Project management week 5

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Transcript of "Project management week 5"

  1. 1. PROJECT MANAGEMENT Marketing & Communication Week 5 Propedeuse ICM 2011-2012 School of Communication & Media - INHOLLAND
  2. 2. The Marketing & Communication Track Developing a Communication Strategy http://www.youtube.com/watch?v=xrj4zYv4-Og You have already described the basic concept & image of your project. Next, do an internal/external analysis using a SWOT In other words, what are the strengths, weaknesses, opportunities & threats of the project?
  3. 3. The Marketing & Communication Track Developing a Communication Strategy INTERNAL: Are the employees competent? What is the financial position of the organisation? EXTERNAL: How reliable are the suppliers, media, regulatory organisations?
  4. 4. The Marketing & Communication Track Developing a Communication Strategy What are the threats & weaknesses? How can you avoid or overcome them? What are the opportunities & strengths? How can you make maximum use of them to strengthen the quality and success of the project?
  5. 5. The Marketing & Communication Track Creating a Communication Strategy <ul><li>Who is the communication target group? With whom do you need to communicate? </li></ul><ul><li>Project target groups </li></ul><ul><li>Sponsors </li></ul><ul><li>Subsidisers </li></ul><ul><li>Media </li></ul><ul><li>Partners </li></ul><ul><li>Local residents </li></ul><ul><li>Licence providers </li></ul>
  6. 6. The Marketing & Communication Track Creating a Communication Strategy These target groups can be categorised as: 1. Product target groups (main & sub-target groups) 2. Fundraising target groups (subsidisers, sponsors, partners) 3. Other target groups (media, license providers, including copyright)
  7. 7. The Marketing & Communication Track Creating a Communication Strategy <ul><li>What is the communication objective? What is the goal of the communication? </li></ul><ul><li>Attracting visitors/customers </li></ul><ul><li>Attracting media attention </li></ul><ul><li>Acquiring sponsorship funding </li></ul><ul><li>Acquiring subsidies </li></ul>
  8. 8. The Marketing & Communication Track Creating a Communication Strategy What is the message? Create a message that communicates with the target groups and fulfills the communciation objective. e.g. To sponsors: ‘This event is a unique opportunity for you to commuicate directly with your audience’ http://www.google.nl/#hl=nl&source=hp&biw=1276&bih=852&q=biggest+sponsorship+deals&btnG=Google+zoeken&aq=f&aqi=&aql=&oq=biggest+sponsorship+deals&fp=a916e5eaf8dcfc17 e.g. To media: ‘This event is will be of great interest and benefit your your audience’
  9. 9. The Marketing & Communication Track Creating a Communication Strategy: the target group matrix target group objective message product target groups - - - Fundraising target groups - - - Other - - -
  10. 10. The Marketing & Communication Track Creating a Communication Strategy <ul><li>Other important aspects of the communication strategy: </li></ul><ul><li>Means of communication </li></ul><ul><li>Style and tone </li></ul><ul><li>Frequency & timing </li></ul>
  11. 11. The Marketing & Communication Track The 5 P’s of Marketing <ul><li>Product </li></ul><ul><ul><li>physical product or service offered to the consumer </li></ul></ul><ul><ul><li>product decisions include aspects such as function, appearance, packaging & service </li></ul></ul><ul><li>  </li></ul>
  12. 12. The Marketing & Communication Track The 5 P’s of Marketing <ul><li>Price </li></ul><ul><ul><li>take into account profit margins and the pricing response of competitors </li></ul></ul>
  13. 13. The Marketing & Communication Track The 5 P’s of Marketing <ul><li>Promotion </li></ul><ul><ul><li>related to communicating and selling to potential consumers. </li></ul></ul><ul><ul><li>promotion decisions involve advertising, public relations, media types, etc. </li></ul></ul>
  14. 14. The Marketing & Communication Track The 5 P’s of Marketing <ul><li>People </li></ul><ul><ul><li>what attitude or appearance do your artists/performers to present to your customers?   </li></ul></ul><ul><li>  </li></ul>
  15. 15. The Marketing & Communication Track The 5 P’s of Marketing <ul><li>Place </li></ul><ul><ul><li>associated with channels of distribution that serve as the means for getting the product to the target customers. </li></ul></ul>
  16. 16. The Marketing & Communication Track Creating a Marketing or Fundraising Plan See Verhaar, chapter 8 for: Marketing Plans Fundraising Plans
  17. 17. Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter, due week 5 Project group 1: Verhaar, Chapter 1,2, Grit, Chapter 10, 11, 12 Project group 2: Verhaar, Chapter 3,4, 6 Grit, Chapter 8, 9 Project group 3: Verhaar, Chapter 7, 8, 9 Grit, Chapter 6, 7 Project group 4: Verhaar, Chapter 11, 12, 13 Grit, Chapter 4,5 For next week (IMEMC):
  18. 18. Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter, due week 5 Project group 1: Verhaar, Chapter 1, 2 Grit, Chapter 10, 11, 12 Project group 2: Verhaar, Chapter 3, 4, Grit, Chapter 7, 8, 9 Project group 4: Verhaar, Chapter 6, 7, 8 Grit, Chapter 5, 6 For next week (IMEMB):
  19. 19. Read : Verhaar, Chapters 2,3,4, (10 & 11 recommended) Grit, Chapters 2,3 Write 2 questions with answers from each chapter, due week 5 Project group 5: Verhaar, Chapter 10, 11 Grit, Chapter 3, 4, Project group 6: Verhaar, Chapter 12, 13 Grit, Chapter 1, 2 For next week (IMEMB):
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