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

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

3. 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)

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

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

6. Example 1
Example 2

7. 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

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

9. 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)

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

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

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

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

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

15. 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

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

17. Example 3

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

19. 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!!!

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

21. 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 )

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

23. Integration Also Involves...
Customers
Databases
IMC
Employees
Partners

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

25. 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)

26. PARIS

27. 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

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

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

30. You’ve Been Named
You’ve Been SHAMED!!!