2. Key Themes – Advanced TIPED Programme (Module I)
ADVANCED
TRADE,
INVESTMENT
PROMOTION
AND
ECONOMIC
DEVELOPMENT
PROGRAMME
Business
Development
and Marketing
Strategy
Free Trade
Zones and
Investment
Corridors
Competitive
Advantage
Government
and Business
(PPPs)
Economic
Growth and
Inclusivity
Entrepreneurship
and SMMEs
3. • Context: strategic marketing communication
• Investor and public relations and the impact of markets and macro-economic factors on
sectors and organisations
• Nature and channels of communication that are available to be used
Agenda
4. • Perceptions of stakeholders, employees and customers, in receiving and sending
messages
• Emotional intelligence and sensitivities in dealing with communication effectively.
• Group and individual communication methods and processes
• Authenticity and credibility of communication sources
• Market intelligence, research and data analytics
Agenda
5. VUCA World: Marketing Communication Challenges
Crises in 2016/2017:
Natural Disasters:
• Severe drought in Africa and Southern Africa (El Niño);
implications for agriculture and food prices; consumer
price inflation
Rand Currency Fluctuations:
• Rand recently appreciating against US Dollar and foreign
currencies, after depreciating by more than 20% over the
past three years.
Energy Prices:
• Oil has fluctuated from highs of $147 a barrel to below
$33 a barrel recently, with its impact on economies
globally (e.g. Nigeria and Opec countries such as UAE)
Global Migration:
• Particularly the wars in North Africa and instability in the
Middle East, leading to millions of migrants moving to
Europe and other safer countries
Leadership Issues:
• Elections and political crises; Government instability; lack
of statesmanship and global leadership
International Terrorism
• ISIS, Boko Haram and other groupings, regular reports of
bombings and civilian deaths, driven by various ideologies
7. Source: Goldman Sachs (2014)
2030: What the World Wants
(Changing Global Consumption Patterns)
8. 8
Leadership and Marketing Communication Strategy
Key Questions
Context (Why?)
Content (What?)
Process (How?) Why? What?
How?
Gap Analysis
Where are we now?
Where do we want to be?
How do we get there?
9. A Steep Contribution Curve
Pursuing Excellence in Communication to Optimise Organisation Performance
Leadership
Renewal
Transformation
Common Purpose
Competencies
Differentiation
Values Driven
Driving
Performance
Relevance to
Stakeholders
Vision
Mission
Strategy
Making the Future a Reality
for all Stakeholders
Building a Culture to Underpin
and
Deliver Vision
Leadership and Management
Successful
Execution
2017 2018 2019
Organisation
Value
Key Performance Areas and Objectives
Contribution of Effective Marketing to Organisation Performance
10. Effective communication is the lifeblood of an organisation. It is the
medium through which an organisation’s vision and goals are
interpreted and understood by both its internal and external
stakeholders
11. Source: Transport for London Business Plan
December 2016
BOGOTA, COLUMBIA
CASE STUDY
Inner City Renewal to Provide
Pedestrians with Equal Rights to
Access and Transport Pathways
International Benchmarking (Case – Public Transport)
ABU DHABI
TMM CASE STUDY
Inner City Renewal to Provide
Pedestrians with Equal Rights to
Access and Transport Pathways
13. Disaster Risk Management
- Crisis management
- No dress rehearsal
- Perceptions and reality
British Petroleum (BP) Mexican Gulf Crisis
- Global impact
- Society and the common good
- Authenticity
- Ethical
- Financial and reputation risk
(See: INSEAD Case Study)
Investor and Public Relations
14. Strategy – plan to achieve objectives
- Vision, Mission and Culture underpin strategy
- Identifies clear and measurable communications objectives with evaluation
- Relevant audiences and available channels
- Plan of activities and a timetable
- Addresses communication risks and mitigation
- Confirms resources – financial and people
Marketing Communication Strategy - Approaches and Models
15. Leadership Models and Styles
- Sender, message, channels, noise, receiver
(Shannon and Weaver)
- Social context and relationships influence the
message sent/received (Wilbur Schramm)
- Barriers to effective communication (Walter
Lippmann)
- ‘Hawthorne effect’ – experiment/change
employees through actions: ‘we care’
- Public opinion shaped by ‘belief, attitude,
values’ – can change and lead to social action
(Grunig)
- Diffusion theory (categories): Innovators, Early
adopters, Early majority, Majority, Non-
adopters (laggards) – influence of customs and
culture or people, organisations and society
- Diffusion theory (stages): Awareness, Interest,
Evaluation, Trial, Adoption
Communication Strategy - Approaches and Models
16. Degree of Authority
Marketing Communication Dilemmas
Degree of Participation
X
X
Reality
Perception
Individual
Communication
Group/Team
Communication
X
Short Term
Objective
Long Term Vision
X
Source: Trompenaars and Voerman, 2009
21. Road Map (and Mirror) – Marketing Communicating for Impact
Source
Finance
Change
Mgmt
Resources
Incentives
Infrastructure
Leadership
Common
Good
Strategic
Plan
Value
and
ROI
Performance
Vision, Mission, Culture, Values, Ethics
Core Business Capability
Strategic
Priorities
Focus
People
Capability
Stakeholders
Timeline
Communication
