Integrated Marketing Communications Marketing Communications Planning process 1 An Introduction to the Synergistic
Integrated Marketing Communications Lecture One
Jan 13, 2015
An introduction to the module and the communications planning framework...
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Integrated Marketing Communications
Marketing Communications Planning process
1 An Introductio
n to the Synergistic
don’t think like a consumer
…think like an marketer
thinking…
don’t think like a student
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
Three individually produced pieces of work…
Proposal for the production of an Integrated Marketing
Communications Plan…
Production of an Integrated Marketing Comm
unications Plan… -‐ 10%... submitted 16th October
-‐ 70%... submitted 10th December
Online Professional Portfolio…
-‐ 20%... Completed 10th December
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
push
pull
proVile
corporate
marketing
communications
resources scheduling
Fill, 2011
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...
external context…
present organisations with opportunities and threats
political
economic
social
technological
environmental
legal
PESTEL analysis… Your Notes PESTEL
Factors Potential Impact
Implications & Importance
About your organisation & how the factors might impact on marketing for your organisation/SBU
Political Economic Social Technological Environmental Legal
H = High M = Medium L = Low U = Undecided
Time Frame: Short Medium Long
Type: Opportunity or Threat
Implication: Increasing Reducing Not yet determined
Relative Importance H = High M = Medium L = Low
customer context...
segment characteristics
decision-‐making process
involvement perceived risk
awareness, perception and attitude
inVluence
DMU characteristics
bases for Consumer Segmentation
• Regional • National • International
Geographic
• Age • Gender • Family
Demographic
• MOSAIC • ACORN
Geo-‐demographic
• Income • Occupation • Education
• Religion • Race • Class
• Lifestyle • Personality
Psychographic
• BeneVits 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 proViling where needed
B2B segmentation...
demographic
operating variables
purchasing approaches
situational factors
personal circumstance
technology
volume
capabilities
stakeholder context... Which publics are important to the Virm’s ope
rations?
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... Vinancial 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 inVluence consumers
• Pull… to inVluence the channel members or provide information
• ProVile… to inVluence a range of stakeholders
of promotional strategy…
1 2 3
Fill, 2006
the tools of the marketing communications m
ix
Sales Promotion
Direct Marketing
Public Relations
Personal Selling
Advertising
Target Audience
Media
Media Media
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
Vinally, feedback and learn
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
push
pull
proVile
corporate
marketing
communications
resources scheduling
Fill, 2011
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