MGT358 Marketing Communications ‘Integration’ and ‘Relations’ are the Keywords

Tutorial Classes No more than 15 students !!! Tutorial Class 1 Tuesday 11:00 - 12:00, Even Weeks 2, 4, 6, 8, 10 – PC B59 Tutorial Class 2 Tuesday 11:00 - 12:00, Odd Weeks 3, 5, 7, 9, 11 – PC B59 Tutorial Class 3 Wednesday 09:00 - 10:00, Even Weeks 2, 4, 6, 8, 10 - MB G30 Tutorial Class 4 Wednesday 11:00 - 12:00, Even Weeks 2, 4, 6, 8, 10 – SG LT08 No more than 15 students !!!

Introduction to the Module No Tutorial the 1st Week Lecture Tutorial Assignment Submission 1 Introduction to the Module No Tutorial the 1st Week 2 IMC Planning and Budgeting 1st Case: IMC 3 Branding 4 Communication Process and Creative Strategy 2nd Case: Branding Part 1 5 Advertising: Media Planning 6 Sales Promotion and Public Relations 3rd Case: Mass Advertising Part 2 7 Direct Marketing and Personal Selling 8 Internet Marketing Communications 4th Case: Direct Marketing Part 3 9 The Role of Agencies and Evaluating Marketing Communications 10 International Marketing Communications and Social Issues 5th Evaluation and Preparation for the Exam The Complete Plan (Part 4+3 improved previous ones 11 (Part 4+3 improved previous ones)

Things to Do! Choose Tutorial Group Choose Team Members (5) Choose Industry! Wine Holidays Chocolates Arrange meeting with tutor for feedback Have Fun

Marketing Communications is the mirror of a company’s Marketing Strategy

Example 1 Example 2

MYTHS: Marketing is… Advertising Selling Creating Needs Manipulating People Telling Lies in a Convincing Way Not for the Defence Industry Not Scientific Not for Small Businesses

Marketing Concept vs Selling/Process Concept SELLING/PROCESS CONCEPT- INSIDE OUT COMPANY MARKET MARKETING CONCEPT- OUTSIDE IN

Definitions (at last) “Marketing is a management process responsible for identifying, anticipating, and satisfying customer requirements profitable” (CIM, 2001) “Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchange to satisfy individual and organizational objectives” (AMA, 1985)

The Evolution of Marketing The Production Orientation The Product Orientation The Sales Orientation The Marketing Orientation Relation Marketing (?)

The Environments 2/2 MARKETING Economic Customers Intermediaries Production R&D Finance Purchasing HRM Social Political MARKETING Suppliers Competition Technological

The TWO-FOLD Character of Marketing THE MARKETING PHILOSOPHY THE MARKETING FUNCTION

The Marketing Philosophy Satisfying customers needs, better than competition, in the long-run, and with profits

The Marketing Function Strategic Level Marketing Research Segmentation Targeting Positioning THE 4 P’s

The 4 P’s 3 More P’s for Services Product – Services, Ideas, People Price Place – Distribution Promotion – Communication 3 More P’s for Services People Processes Physical Evidence

Actual Communications Communications Strategy Other Three Ps Segmentation Targeting Positioning Marketing Research

Example 3

Marketing Communications Tools Advertising Personal Selling Public Relations Direct Marketing Internet Marketing Exhibitions and other...

Marketing Communications Mix defined The specific mix of advertising, personal selling, sales promotion, a company uses to pursue its advertising and marketing objectives. (Kotler and Armstrong, 2004) Problematic Definition!!!

Integrated Marketing Communications (IMC) 1/2 Advertising Direct Marketing Consistent Clear Compiling Messages Internet Marketing Personal Selling Public Relations Sales Promotion

Integrated Marketing Communications (IMC) 2/2 A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines- ...- and combines these disciplines to provide clarity, consistency, and maximum communications impact. (American Association of Advertising Agencies )

Reasons for Integration Technology- New Media Avoiding Confusion Competition Strong Presence Consumers Demanding/Relational Globalisation Interconnectivity Variant Agencies Coordination

Integration Also Involves... Customers Databases IMC Employees Partners

Barriers to IMC Measurement Client-Agency Staff and Relationships Client Organisation

Brand Defined … [I]s a conditioned cue that, through its long association with a product or service, comes to stand for something, be it quality, reliability, craftsmanship, exclusive styling, status or value (Dickson, 1994)

PARIS

Advantages- Manufacturer Helps Targeting/Positioning Helps Loyalty Higher Bargaining Power Creates Differential Advantage Defends against competition Easiness of Launching Extensions Higher Price Defence Against Price Wars

Advantages- Consumer Advantages- Retailer Identification Positioning- Benefits/Features Lower Risk Interest Advantages- Retailer Attracts Customers Benefits from Brand Management Support

Integrated Marketing Approach!!! What is the TRUE relation between Marketing and Marketing Communications? The Number... 118 118 Integrated Marketing Approach!!!

You’ve Been Named You’ve Been SHAMED!!!