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

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

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

4. 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

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

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

7. THE MARKETING CYCLE BUSINESS CUSTOMER EXCHANGE COMMUNICATE DELIVER
VALUES
COMMUNICATE
CREATE
UNDERSTAND
CUSTOMERS
EXCHANGE
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8. Purpose of Marketing Communication+
Persuade
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9. 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.”
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10. Marketing Communications Management
Strategy , Values and Identity
Target Customer Groups
Product/Brand Identity
Message
Media
Money
Control and Impact Evaluation
MKTG-211 / 212

11. A Little, Light Reading
Shimp
Chapter 1
Pages
MKTG-211 / 212