Module Description: Effectively creating a relationship and getting your message out it in the digital age.
The "Communicating Value" module covers the essentials of integrated marketing communications. It begins by discussing the role of marketing communications and the components of the marketing communications mix.
Central to the module is the process of developing effective communications, including identifying the target audience, setting objectives, designing the messages, selecting channels, and budgeting. You will explore the characteristics and setting of the marketing communications mix and techniques for measuring communication results. Key areas include managing mass communications like advertising, sales promotions, events and experiences, and public relations, each dissected to understand their strategies, objectives, and effectiveness. The module also emphasizes digital communications, focusing on online, social media, and mobile marketing. It discusses the advantages and challenges of online marketing, social media engagement, word-of-mouth impact, and mobile marketing strategies. Personal communications are explored through direct and database marketing and personal selling, covering topics like direct marketing methods, customer databases, ethical considerations, personal selling techniques, and sales force management. Concluding with an executive summary and notes, the module provides an overview of various strategies and channels for effectively communicating value in marketing. This module covers the essentials of integrated marketing communications. It begins by discussing the role of marketing communications and the components of the marketing communications mix. Central to the module is the process of developing effective communications, including identifying the target audience, setting objectives, designing the messages, selecting channels, and budgeting. You will explore the characteristics and setting of the marketing communications mix and techniques for measuring communication results. Key areas include managing mass communications like advertising, sales promotions, events and experiences, and public relations, each dissected to understand their strategies, objectives, and effectiveness. The module also emphasizes digital communications, focusing on online, social media, and mobile marketing. It discusses the advantages and challenges of online marketing, social media engagement, word-of-mouth impact, and mobile marketing strategies. Personal communications are explored through direct and database marketing and personal selling, covering topics like direct marketing methods, customer databases, ethical considerations, personal selling techniques, and sales force management.
Concluding with an executive summary and notes, the module provides an overview of various strategies and channels for effectively communicating value in marketing.
