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PhD Le Giang Nam

[email protected]

- Recommended Reading
Core Text: Fill, C. & Turnbull, S. (2016) Marketing Communications: discovery, creation and
conversations
- Guided reading
- Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content,
Financial Times-Prentice Hall.
- Smith, P. R. & Ze Zook , (2011) Marketing Communications: Integrating Offline and Online
with Social Media, Kogan Page.
- Percy, L. (2014) Strategic Integrated Marketing Communications: Theory & Practice (2nd
Edition), Butterworth-Heinemann
- Ouwersloot, O. and Duncan, T. (2007) Integrated Marketing Communications, (European
Edition), McGraw Hill.

Independent reading
Solomon, M.R et al. (2013) Consumer Behaviour:
A European Perspective, (5th Edition), FT
Prentice-Hall.
• Media Week • Campaign • Marketing Week •
PR Week • Revolution
• Journal of Consumer Behaviour
• Journal of Consumer Marketing
• Journal of Consumer Research
• Consumption, Markets and Culture

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 Assessment 1: Individual coursework (40%) (1,500 words)

You will be given a case study for a real world
brand/organization and some questions to answer in developing
a marketing communications plan using conventional and digital
media recommendations.
- Assessment 2: Portfolio (60%)
You will be required to prepare a portfolio through a series of mini
tasks such as case study analysis. Each task will be weighted at
20%.

 Marketing communications is really all about planning and what it takes to deliver a
consistent and effective message to key audiences. A consistent message, especially in
terms of visual feel, is what helps to build a positive brand association in the memory
that is then quickly and easily linked to the brand.
 This unit introduces mainstream promotional disciplines such as advertising and public
relations and discusses the importance of integration in marketing communications.
 Theories of communication and of consumption and the impact on marketing
communications of the external environment form the background to this discussion.
 The strategic roles of brands and of target audiences are studied, as is the way, in which
marketing communications bring the two together, thus establishing an organization
customer relationship and enhancing brand
 On completion of this unit, you will have formed an extensive understanding of the key
marketing communications concepts, regarding the use of traditional and newer digital
marketing communications tools, how to plan and how to put together a creative brief.

Date Chapter content Class activities

Lecturer 1 Introduction to the course and concept of marketing Greeting and introduction
Grouping and giving task of school competition for 30 year anniversary

Lecturer 2 Chapter 1. Introduction to marketing communications Group 1 presentation

Lecturer’s sharing

Workshop Cannes sharing

8.30AM 26/08

Lecturer 3 Chapter 2 Communication theory Group 2 presentation

Lecturer’s sharing
Lecturer 4 Chapter 3. Marketing communications disciplines, processes, creativity and integration Group 3 presentation
Lecturer’s sharing
Assignment 1
Lecturer 5 Chapter 3. Marketing communications disciplines, processes, creativity and integration Group 4 presentation
Lecturer’s sharing

Lecturer 6 Chapter 4. Consumers and consumption in the digital age Group 5 presentation
Lecturer’s sharing

Lecturer 7 Chapter 5. Understanding the importance of marketing communications mix: external Group 6 presentation
context, taking into consideration ethical, regulatory, environmental, technological and Lecturer’s sharing
social- cultural issues

Lecturer 8 Expert’s sharing

Lecturer 9 Expert’s sharing

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Presentation’s structure:
- Slide 1: Presentation Topic+ Group name
- Slide 2: Presentation Outline

- Slide 3: Presentation introduction: better to start with an interesting example/

video/….
- Slide 4- Slide n: Presentation content
Presentation duration: no more than 20 minutes, delivered by all group member.
Q&A: 15 minutes

 What is marketing?
 Marketing process?
 Marketing functions?

 Marketing mix?
 Think about the case of starting up a coffee shop/ cloth store/ hotel for the young?

 Marketing is the performance of business' activities that direct the flow of goods
and services from producer to consumer or user in order to satisfy customers
and accomplish the company's objective
 Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.
 Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large (AMA, 2007)

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 Information
 Planning
 Action

 Control

- PRODUCT
- PRICE
- PLACE

- PROMOTION

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 Marketing environment- Market segmentation- targeting- positioning – marketing

mix (product/ p/p/promotion :marketing communications

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 Introducing communications theory in the context of marketing communication

(p.37-70)

Marketing Communications: Integrating Offline and

Online
with Social Media

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 Marketing communication tools/discipline, process, creativity and integration

 Target:
 Goals & Objectives:
 Control:

 Strategy:
 Credibility:

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 Publicity and public relations are often wrongfully considered one and the same. In
fact, publicity is just one aspect of public relations.
 Publicity concerns a company, organization or individual’s presence in the media.
Forms of publicity include news stories, articles and event information. Publicity
creates public awareness and attention around a brand, and publicists gain
publicity for their clients by promoting
 The intent in public relations is to accomplish an organization’s stated goals by
sending strategic messages to the appropriate audiences in hopes of impacting
their knowledge, behaviors or attitudes. In short, PR manages the overall reputation
of the client while simultaneously building relationships among all of those who are
affected by it. As a management function, PR focuses on building relationships and
managing an image

 When most people think of direct marketing, they think of direct mail -- and, of
course, they're right. But these days, direct marketing is so much more. Along with
mail, direct marketing encompasses print advertising, television,
online/Internet/extranet, long-format TV (infomercials), telemarketing, virtually
any medium that allows you to target a specific audience and then track your
response.

 General advertising, on the other hand, has a different goal. It is designed to make
people have positive feelings or inclinations about your product or company, so
they'll make a decision in your favor at the point of purchase.

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Things to do:
- Understanding the context: Macro environment and Micro environment
- Segmenting
- Evaluate segments
- Targeting
- Positioning:
- Understanding your superior core values
- Understanding your competitor
- Understanding your customer insight

- 4Ps/7Ps-> Marketing communications: Customer Journey-> Insight-> big Idea->

deployment plan (Objectives-> message-> channel-> activity-> budget)

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1?

6? 3?

2?

5? 4?

Beer
tolerance

Enjoy to Love to
drink drink
but…

Beer usage
`
Ok to
Force to
drink
drink

 Segment Evaluation
 Targeting
 Insight: I have to drink a lot of beer everyday due to my job while my beer
tolerance is limited. I need a solution to help me overcome my alcohol limit, and
mingle with others

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 Marketing
 Communication theory
 Marketing communications

 Marketing communications mix

 Product: Core product/ tangible producr/ augmented product

 Price
 Place

 Promotion
…
-> GOOD MARKETING IS INTERGRATED MARKETING: Consistency and synergy

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 Advertising
 Brand activation
 Sales promotions

 Sponsorship
 Public relations
 Point of purchase communication

 Direct marketing communications

 E-communications
 Personal communication/ mass communication

 it is a new way of looking at the whole, where once we saw only parts such as
advertising, public relations, sales promotion, purchasing, employee communication,
and so forth, to look at it the way the consumer sees it – as a flow of information from
indistinguishable sources
 a concept of marketing communication planning that recognizes the added value of a
com- prehensive plan that evaluates the strategic roles of a variety of communication
disciplines, e.g., general advertising, direct response, sales promotion and public
relations – and combines these disciplines to provide clarity, consistency and maximum
communication impact
 The major benefit of IMC is that a consistent set of messages is conveyed to all target
audiences by means of all available forms of contact and message channels.
Communications should become more effective and efficient as a result of the
consistency and the synergetic effect between tools and messages. In other words, IMC
have an added value when compared with traditional marketing communications.7

 More and more companies are operating internationally. Following this trend,
international communications have also grown enormously.
 Cultural difference are among the most important factors that impact international
marketing communications
 Hofstede15 describes culture as the ‘collective programming of the mind which
distinguishes the members of one group or category of people from those of
another’
 In order to be able to understand other cultures, the marketer has to try to avoid
the self- reference mistake, and not take for granted everything he or she is used
to. The impact of culture on advertising will be more extensively discussed later
 The self-reference criterion refers to our unconscious tendency to refer everything
to our own cultural values

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 Situation analysis and marketing objectives: Why?

 Target groups: Who?
 Communications objectives: What?

 Tools, techniques, channels and media: How and where?

 Budgets: How much?
 Timing: When?

 Measurement of results: How effective?

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