IMC Lecture One
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This document discusses integrated marketing communications planning. It introduces the 6-step planning framework: 1) context analysis, 2) promotional objectives, 3) promotional strategy, 4) coordinated communications mix, 5) implementation, and 6) control and evaluation. Context analysis involves analyzing the external, customer, stakeholder, and internal environments. Promotional objectives should avoid solely focusing on sales and help determine positioning. The promotional strategy determines how to use tools like advertising, public relations, and personal selling to push, pull, or profile. Implementation schedules methods and media using project plans. Control and evaluation links back to objectives to evaluate success.
IMC Lecture One
- 1. Integrated Marketing Communications Marketing Communications Planning process 1 An Introduction to the Synergistic
- 2. don’t think like a consumer, don’t think like a student …think like a marketer thinking…
- 3. What this module is about… Appreciating how marketers plan, develop and manage an integrated marketing communications campaign Applying the key tools of marketing communications in an integrated manner in a variety of organisational contexts and market sectors Introducing the strategic considerations relevant to the development of an integrated marketing communications plan, as well as relevant regulatory and ethical factors Considering the possible directions that marketing communications may be headed in the near future based on research and insight
- 4. How this module is taught… Reading and research based on concepts covered in lecture, and use of material and tutorial content on MyBeckett Group discussion of results of reading and research as well as activities, case studies and exercises see Module Handbook for recommended texts Weekly lecture
- 5. How this module is assessed Two individually produced pieces of work… Production of an Integrated Marketing Communications Plan and Pitch… - 80%... submitted on the 10th January 2017 Online Professional Portfolio… - 20%... submitted on the 10th January 2017
- 6. …you are going to be pushed
- 7. The Integrated Marketing Communications planning framework… 1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation Fill, 2016
- 8. marketing the macro environment the micro environment strategy systems functions resources suppliers other stakeholders intermediaries competitors customers political forces social cultural forces technological forces economic forces environmental forces legal forces environments the internal environment context analysis...
- 9. external (macro) context… present organisations with opportunities and threats political economic social technological environmental legal
- 10. customer context... segment characteristics decision-making process involvement perceived risk awareness, perception and attitude influence DMU characteristics
- 11. key considerations... avoid heavy stereotyping don’t jump to conclusions segmentation as a benchmark or guide engage in profiling where needed
- 12. B2B segmentation... demographic operating variables purchasing approaches situational factors personal circumstance technology volume capabilities
- 13. stakeholder context... Which publics are important to the firm’s operations? How strong are company-stakeholder relationships? What is the impact of corporate actions on these publics? Are they increasing or decreasing in importance? What actual or potential impact could they have on the business? What are the interests of each relevant public? Which groups pose a threat and which an opportunity? What are their communications needs?
- 14. Business context... corporate strategy and plans marketing strategy and plans communications strategy Brand analysis Competitor analysis
- 15. internal context... financial constraints culture, values and beliefs marketing expertise agency relationships
- 16. promotionalobjectives... avoid solely focusing on sales help to determine/clarify position help highlight the balance of tactics needed provide a time frame provide a means of evaluation and measurement
- 17. 3 P’s Push… to influence the channel members/provide information Pull… to influence consumers Profile… to influence a range of stakeholders of promotional strategy… 1 2 3 Fill, 2016
- 18. the tools of the marketing communications mix Sales Promotion Direct Marketing Public Relations Personal Selling Advertising Target Audience Media MediaMedia Fill, 2006
- 19. implementation… is the scheduling of methods and media Gantt chart or project plan Key resourcesare determined responsibilities are allocated management processesare put in place
- 20. control and evaluation... Link to the promotional objectivesset earlier evaluate the success of… different comms tools different media different vehicles finally, feedback and learn
- 21. The Integrated Marketing Communications planning framework… 1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation Fill, 2016