Marketing Communication Module for the Bangor University Transfer Abroad Programme MKTG-211 / 212

Module Presented by: Professor DON Bathie Visiting Professor Bangor University MKTG-211 / 212

Module Focus: Integrated Marketing Communications Design and management of all communications around core values and identity MKTG-211 / 212

Module Objectives Discuss & describe promotional practices in business. Describe and create an integrated promotional programme. Implement promotional techniques and models in the context of a wider marketing environment. Formulate promotional strategies that are viable in the market. Demonstrate and use various types of marketing communication in the context of business promotion. MKTG-211 / 212

Module Structure: Nature of Marketing Communications Managing Integrated Communications Message Design and Delivery Media Choice and Planning Control and Evaluation MKTG-211 / 212

Assessment Based on testing achievement of Learning Outcomes Coursework and Presentation Assignment Examination MKTG-211 / 212

THE MARKETING CYCLE BUSINESS CUSTOMER EXCHANGE COMMUNICATE DELIVER VALUES COMMUNICATE CREATE UNDERSTAND CUSTOMERS EXCHANGE MKTG-211 / 212 7 7

Purpose of Marketing Communication + Persuade MKTG-211 / 212

Customer Values and Brand Values Basic Concept is centred on “ a common shared understanding of the meaning of the brand between the business and the customer.” MKTG-211 / 212 9

Marketing Communications Management Strategy , Values and Identity Target Customer Groups Product/Brand Identity Message Media Money Control and Impact Evaluation MKTG-211 / 212

A Little, Light Reading Shimp Chapter 1 Pages 2 - 16 MKTG-211 / 212