Integrated Marketing Communications

Marketing Communications Planning process

1 An Introduction to the Synergistic

don’t think like a consumer, don’t think like a student

…think like an marketer

thinking…

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

How this module is taught…

Reading and research based on concepts covered in lecture, and use of material and tutorial content on X-Stream

Group discussion of results of reading and research as well as activities, case studies and exercises

see Module Handbook for recommended texts

Weekly lecture

How this module is assessed

Two individually produced pieces of work…

Production of an Integrated Marketing Communications Plan…

- 80%... submitted on the 13th January 2015

Online Professional Portfolio…

- 20%... submitted on the 13th January 2015

The Integrated Marketing Communications

planning framework…

1

2

3

4

5

6

context analysispromotional objectivespromotional strategy

coordinated communications mix

implementationControl and evaluation

push

pull

profile

corporate

marketing

communications

resources

scheduling

Fill, 2011

marketing

the macro environment

the micro environment

strategysystems

functionsresources

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...

external (macro) context…

present organisations with opportunities and threatspolitical

economic

social

technological

environmental

legal

PESTEL analysis…Your Notes PESTEL

FactorsPotential Impact

Implications & Importance

About your organisation & how the factors might impact on marketingfor your organisation/SBU

PoliticalEconomicSocialTechnologicalEnvironmentalLegal

H = HighM = MediumL = LowU = Undecided

Time Frame:ShortMediumLong

Type:Opportunity orThreat

Implication:IncreasingReducingNot yet determined

Relative ImportanceH = HighM = MediumL = Low

customer context...

segment characteristics

decision-making process

involvement

perceived risk

awareness, perception and attitude

influence

DMU characteristics

bases for Consumer Segmentation

• Regional• National• International

Geographic

• Age• Gender• Family

Demographic

• MOSAIC• ACORN

Geo-demographic

• Income• Occupation• Education

• Religion• Race• Class

bases for Consumer Segmentation

• Benefits sought• Purchase Occasion• Attitude

Behavioural

• Personality• Lifestyle

Psychographic

• Usage• Loyalty

• Personality Lifestyle

• Benefits sought• Purchase occasion• Attitude

Behavioural

• Usage rate• User status• Loyalty

bases for Consumer Segmentation

key considerations...

avoid heavy stereotyping

don’t jump to conclusions

segmentation as a benchmark or guide

engage in profiling where needed

B2B segmentation...

demographic

operating variables

purchasing approaches

situational factors

personal circumstance

technology

volume

capabilities

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?

Business context...corporate strategy and plans

marketing strategy and plans

communications strategy

Brand analysis

Competitor analysis

internal context...

financial constraints

culture, values and beliefs

marketing expertise

agency relationships

promotional objectives...

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

3 P’s

• Push… to influence consumers

• Pull… to influence the channel members or provide

information

• Profile… to influence a range of stakeholders

of promotional strategy…

1

2

3Fill, 2006

the tools of the marketing communications mix

Sales Promotion

Direct Marketing

Public Relations

Personal Selling

Advertising

Target Audience

Media

MediaMedia

Fill, 2006

implementation…

is the scheduling of methods and media

Gantt chart or project plan

Key resources are determined

responsibilities are allocated

management processes are put in place

control and evaluation...

Link to the promotional objectives set earlier

evaluate the success of…

different comms tools

different media

different vehicles

finally, feedback and learn

The Integrated Marketing Communications

planning framework…

1

2

3

4

5

6

context analysispromotional objectivespromotional strategy

coordinated communications mix

implementationControl and evaluation

push

pull

profile

corporate

marketing

communications

resources

scheduling

Fill, 2011