Marketing Tools

Pickton & Broderick, Integrated Marketing Communications, 2/e (c) Pearson Education Limited 2005 OHTPickton & Broderick, Integrated Marketing Communications, 2/e

© Pearson Education Limited 2005 OHT 1

DBI 3114 Marketing ToolsLecture 1: Introduction to Marketing Communication

WELCOME!


© Pearson Education Limited 2005 OHT 2

Main Text

IntegratedMarketing Communications

2nd edition FT Prentice Hall

Dave Picktonand

Amanda Broderick


© Pearson Education 2005

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Unit Code DBI3114

Title Marketing Tools

Teaching period 5Sept – 2Dec Year 2011 Group DIPLOMA

Day/s Tuesday Wednesday Thursday Friday

Time(s) 10.30 – 11.30am 9.30 - 10.30am 3.30 - 5.30pm 10.30am – 12.30pm

No of Weeks

12

Room/s G705 G407 B508 B309

Location Lecture Room Lecture Room Tutorial Room Tutorial Room

Total Hours 56



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Lecturer: Miss Cathy Ling

Office location: B337

Office contact: 260 705 (Direct) or 416 353 (Ext 7705)

Email address: [email protected]

Consultation Time: Please make an appointment.



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Unit Aims

Students will be introduced to the broad areas of Personal Selling, Advertising, Sales Promotion and Public Relations.

Focus will be on understanding the roles and effectiveness of these communication tools to achieve different marketing objectives, as well as a practical approach to develop skills and competencies in utilizing these tools.



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4. Assessment Details – Graded Assessment and Linkage Assessment Outline (NB Assessment task to be linked to learning outcomes) Assessment Task Weighting Elements (Learning Objectives) Due Date Minor Assignment (Individual work) 20% 1-2 Week 5, Fri, 7Oct by

12pm. Major Assignment (Group work) 25% 1-6 Week 10, Fri, 18Nov by

12pm. Presentation (Group work) 10% 1-6 Week 11, Fri, 25Nov

during Tutorial Class participation 10% 1-6

Final examination 35% 1-6



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Assessment 1: Minor Assignment (Individual Work)

Students will be assigned with a company from one of the following industries by the lecturer during Week 1 Lecture: Fast Food, Pharmaceutical and Fast Consumer Moving Goods.

The task: Each student has to do a broad analysis of the assigned company to (a) Summarise a brief background of the company; (b) Select a product and give a brief description of the product; (b) Identify the target audience for the selected product; (c) Discuss the marketing communication tools used to market the selected

product; (d) Evaluate the effectiveness of the marketing communication tools used; (e) Briefly recommend how the organisation’s communication strategies can be

improved. Word limit: In no more than 1500 words, you are to produce a report based on the broad

analysis. The requirements of the report are indicated below.



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Assessment 2: Major Assignment and Presentation (Group work 3-4 students)

Each group will be assigned with a new product of an assigned company by the lecturer in Week 5. The group has to briefly describe and discuss the following:

(a) Background of the company; (b) The product; (c) The potential target audience for the product; and (d) The marketing communication tools that your group thinks can effectively

reach the target audience. The group must provide justification of the effectiveness of the marketing communication tools selected.

The task: Your group needs to submit a polished professional report on the assigned

product. Please refer to the Summers and Smith (2006) book to follow the conventions for report writing. You will be assessed on report format and style as well as content.

Word limit: Your final report must be no longer than 2500 words (excluding title page,

executive summary, table of contents, in-text references, and reference list). Reports that are too long will be penalised. The requirements of the report are indicated below.



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Presentation (Group Work)

You will need to work with your group to create an effective and creative professional presentation that demonstrates good team work as well mastery of the subject matter and presentation skills.

You will need to identify key points and work out how to summarise information effectively so you can present a creative, concise, coherent, and informative presentation.

A brief presentation does not mean content should be simplistic – you need to demonstrate your understanding and analytical skills.

Each member of the group must be involved in some element of the preparation AND must present a section of the presentation. Your presentation mark is based on the skills of all group members so it is therefore important to practice and help each other to improve the overall presentation.

Pickton & Broderick, Integrated Marketing Communications, 2/e © Pearson Education 2005

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Lecture Tutorial

Week 1

5-9Sept

Introduction to Marketing Communications

Chapter 1

Week 2

12-16Sept

Personal Selling

Chapter 31

Chapter 1

Week 3

19-23Sept

Sales Force Structure Chapter 31

Chapter 31

Week 4

26-30Sept

Selling and Negotiations

Chapter 31

Chapter 31

Week 5

3-7Oct

Advertising Minor Assignment Due Chapter 26

Chapter 31

Week 6

10-14Oct

Types of Advertisements Chapter 26

Chapter 26

Mid Semester Break 17-21Oct Week 7

24-28Oct

Producing Advertisements that work Chapter 26

Chapter 26

Week 8

31Oct-4Nov

Sales Promotion Chapter 28

Chapter 26

Week 9

7-11Nov

Public Relations Chapter 24

Chapter 28

Week 10

14-18Nov

Scope of Marketing Public Relations Major Assignment Due Chapter 24

Chapter 24

Week 11

21-25Nov

Implementing Marketing Public Relations Presentation Chapter 24

Chapter 24

Week 12

28Nov-2Dec

Effectiveness of Marketing Public Relations Revision Chapter 24

Chapter 24



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Blackboard Site for this Unit of Study

Important information concerning this unit of study is placed on a website on the Swinburne course management system (Blackboard), accessible via http://blackboard.swinburne.edu.my

It is your responsibility to access on a regular basis the Blackboard site for your unit of study, the Announcements section on Blackboard, and any emails sent by the teaching staff to your email address via

Blackboard. You are expected to look up the following areas on a frequent basis: Learning Materials to get your lecture Power Point slides, tutorial

materials, and helpful links to assist your study of marketing Announcements for important information pertaining to the course Subject Outline



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Minimum requirements to pass this unit of study:

In order to achieve a pass in this unit of study, you must:

Complete all individual and group assessments; AND achieve a minimum of 50% in total aggregate marks.



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What is Marketing Communications?

“All the promotional elements of the marketing mix which involve the communications between an organisation and its target audiences on all matters that affect marketing performance”.

(Pickton & Broderick 2005)



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Marketing Communications

– An essential part of the marketing mix – the fourth P

Marketing Mix:ProductPlacePrice

Promotion



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What is Marketing Communications?

Is ‘Marketing Communications’ a fancy term for ‘Promotions’?

- in many ways it is, but it is a more comprehensive and more accurate term.

- it is a collection of promotional and communications activities.



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Communication Process

SENDER

MESSAGE

MEDIA

RECEIVER

encoding

decoding

noise

Communications often include

miscommunications

Noise and interference can often create confusing marketing communications

Who?Says what?

By which means?

To Whom?With what effect?



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Communication Process

Communication process describes how messages are sent from the sender to receivers.

There are four basic components: The sender, the message, the media (which carries the message e.g. a leaflet or poster or TV, etc.) and the receivers, the audiences for the message.

‘noise’ is created as the sender decides on the messages to be sent (encoding) and the receivers try to make sense of them (decoding).

Message received by target audience(s)

No Direct Action may be taken or …….

ActionPurchase/ConsumptionCommunication with others (Word of Mouth)Other actions



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What is Target Audience?

Those individuals or groups that are identified as having a direct or indirect effect on business performance, and are selected to receive marketing communications.



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Who is the Decision Making Group or Decision Making Unit (DMU)?

A range of people influence decisions to buy, use or take whatever form of action may be intended by the marketing communicator.



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The Decision Making Unit (DMU)

Target Audience(s)

DECIDER

USER

BUYER

SPECIFIER

The Decision Making Unit

(DMU)



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Target Audience(s) Other Influencers

Think about the range of people who might influence our potential customers/consumers either favourably or unfavourably.

Eg Friends, Relations, Peers, Social Groups, Opinion Leaders

Other Influencers



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Other InfluencersTarget Audience(s) Other Influencers

Are there other people that you can think of? Think of others who might influence our company or brand performance either favourably or unfavourably.

Eg Employees, Trade/Channel Members, The Media



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Promotional/Marketing Communications Mix

Forms a ‘wheel’ interlinking all the different marketing communications elements together – all those promotional elements that we think of as marketing communications.

There are many different marketing communications activities but it is usual to categorise them under specific headings.

Together they are called the marketing communications mix or promotional mix.



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4 Promotional/Marketing Communications Mix?

Advertising Public Relations (PR) Sales Promotions Personal Selling



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Advertising

Sales Promotions

Public Relations

Personal Selling



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ADVERTISINGPUBLICRELATIONS

SALESPROMOTIONS

PERSONALSELLING

INTEGRATIONINTEGRATION



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TV ads

Sponsorship

Exhibitions

TelesalesLobbying

Publicity

Direct mail

Point of Sale

Packaging

Public Relations

Advertising

Sales Promotions

Personal Selling

Merchandising

Product placement

Poster ads Trade sales

Customer serviceAdvertorials

Direct response ads

Demonstrations

Discounts

Radio ads



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Product placement



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Product placement



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Product placement



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Advertorials



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Advertorials



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Trades sales

Marketing Tools

Documents

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