MARKETING COMMUNICATIONS

Transcription

1 MARKETING COMMUNICATIONS Equivalent QCF level: Level 5 Credit Value: 30 Learning time (hours): 300 UNIT PURPOSE This unit provides the learner with an understanding of marketing communications in both business to business (B2B) and business to consumer (B2C) contexts. It covers how the marketing and promotional mixes, internal resources, and technological developments assist in creating the optimum communication mediums and messages to attain communication objectives. UNIT INTRODUCTION This unit is designed to give learners an overall understanding of the role of marketing communications in business success and specific issues involved in strategic B2B marketing, which comprises a significant portion of the marketing industry at present. The unit begins by reviewing the tools and techniques used in marketing communications. It will then evaluate the role of the internet and e-commerce in the development of marketing strategies to complement and strengthen traditional marketing approaches and techniques. In the main, the unit will explore: internet marketing, e-commerce, advertising, sales promotions, public relations, publicity, personal selling, and sponsorship etc., focusing on the reason/need to use each approach. The advantages and disadvantages of each will be compared, together with the relationship between the methods and elements of the marketing mix. The promotional planning process at the strategic, tactical and operational levels is identified and examined, with appropriate attention given to the national and international environmental framework of marketing communications practice. Future innovative and technological developments are also discussed and speculated upon, allowing learners to explore ideas in a creative context (possibly while working together in teams under the supervision of the tutor). In addition, the unit will focus on the national and international background of B2B marketing and the products and services offered. Comparison of B2B marketing with B2C marketing, and the business issues related to each, will also be covered. Learners are given a theoretical framework so that they can approach any organisational case, and produce an appropriate marketing and sales strategy. Here, real-world examples will be used in the tutorials to stimulate discussion and place theoretical work in context. Marketing Communications 1

2 MARKETING COMMUNICATIONS Marketing Communications 2

3 To pass this unit, the learner must generate evidence that demonstrates all learning outcomes have been met through the achievement of all the unit s assessment criteria. Learning outcomes On completion of this unit, the learner will: 01 Understand the role of promotion in marketing communications and sustaining competitive advantage using the marketing mix Assessment criteria On completion of this unit, the learner can: 1.1 Explain marketing communication theories 1.2 Evaluate the relationship between marketing mix and promotion mix 1.3 Explain how organisations can use promotional activities as part of the marketing mix to achieve competitive advantage Content Marketing mix: this includes identifying the elements product, price, place, promotion, people, process and physical evidence Promotional mix: advertising, personal selling, sales promotion, public relations and direct marketing Communication theories and basic models: Shannon and Weaver, Wilbur Schramm, Walter Lippman, Seven Cs, the Hawthorne effect, public opinion process, Agenda Setting theory, Diffusion theory 3

4 02 Understand the role of internet marketing methods and information technology in gaining and upholding different forms of competitive advantages 2.1 Apply a range of internet marketing activities to attain marketing and communication objectives 2.2 Describe how internal and external resources may provide organisations with a competitive edge, selected from the following forms: digital marketing web metrics and social media analytics intranets marketing automation e-commerce Role of technology and IT in communication: outdoor digital advertising and multimedia Role of IT in communication: intranets, virtual organisations, web analytics and social media analytics IT and internet in communication: Social Media and Digital media ( , mobile marketing) Internal resources affecting communication: 5Ms Men, Money, Machinery, Material and Market 4

5 03 Understand the elements of the promotional mix and their role in integrated marketing communications 3.1 Define the elements the promotional mix and their use in marketing communication 3.2 Evaluate the advantages and disadvantages of each promotional element 3.3 Develop a plan to aid marketing communication objectives Promotional mix: advertising, personal selling, sales promotion, public relations and direct marketing. The extended tools include sponsorship, events and experiences, outdoor, point of sale, telemarketing, direct mail, direct consumer contacts and digital marketing Advertising: any form of paid, non-personal communication television, magazines, newspapers, billboards, radio and cinema Media mix: a blend of advertising mediums used to attain promotional objectives of an intended marketing plan or campaign Direct response: obtaining the prospective customers response immediately through a device or tool (coupon, toll free phone number, internet etc.) provided with the communication Sales promotions: Providing incentives to customer or distribution channel to generate demand. e.g., BOGOFF, Discounts, contests, loss leaders, prizes, samples, freebies Public Relations: the indirect payment for time and media space for the purpose of communicating with the market about a brand, business plan, change or update 5

6 Personal selling: direct oral communication with potential customers with the intention of generating a sale Sponsorship: Supporting an event, activity or organisation by providing money or other resources that is of value to the sponsored event Trade and consumer exhibitions: events or exhibitions organised for organisations or industries to display and market their latest products/services Integrated marketing communications: Integrated marketing communications (IMC) refers to the strategic, coordinated use of promotion to create one consistent message across multiple channels to ensure maximum persuasive impact on the firm s current and potential customers 6

7 04 Be able to plan, implement and monitor marketing communication strategies in a national and global marketplace 4.1 Conduct market research and produce information on the changing needs of target markets 4.2 Develop marketing plans to meet the needs of national and global target markets and include: measurable objectives strategies for effective monitoring and control Market research: gathering information on customers or target markets through organised efforts Information management: collecting and managing information gathered through one or many sources and the effective and efficient distribution of information to the required parties Promotional planning: an outline of proposed promotional tools and/or tactics used to achieve marketing objectives Marketing strategies: the foundation of a marketing plan which combines marketing goals under one plan. Involves intensive market research and focused tactics Distribution channels: the channel in which products/services from manufacturer/ vendor to end user. This can be either, direct transaction from manufacturer/vendor to end user or, through intermediaries Pricing strategies: cost-based, customer-based and competitor-based pricing strategies Promotional strategies: involves push, pull or profile strategies 7

8 Sales management: achieving sales goals in the most effective and efficient manner through activities such as planning, resource allocation, training, and evaluating organisational resources 05 Understand how marketing communication is used in the business to business sector 5.1 Describe approaches to marketing communications in: not for profit organisations commercial organisations public sector organisations 5.2 Evaluate the marketing communication in relation to direct and intermediary business to business relationships B2B marketing: involves the relationship between manufacturer and wholesaler or between wholesaler and retailer Not For Profit organisations: a type of organisation that does not function to generate profits for its owners or shareholders. Instead diverts proceedings to achieve organisational objectives, for example charities Public sector organisations: these entities are owned and controlled by the government in a bid to facilitate public services that are often provided to the public free of charge or at reduced costs Commercial sector organisations: organisations that are governed privately by individuals or groups with the main aim of generating profit for its shareholders 8

9 06 Understand consumer marketing and business-to- business marketing 6.1 Identify the differences between business-to-business and business to consumer marketing 6.2 Discuss communication activities for business to consumer requirements B2C marketing: business activities conducted by and between organisations directly with the consumer 07 Understand how a business to business organisation might adapt its resources so as to maintain competitive advantage both at national and global level 7.1 Describe how setting up relationships and networks will help business to business organisations gain national and global competitive advantage 7.2 Identify technological advances to optimise communication between business to business organisations B2B marketing in an international context: Risk-Value Purchasing Decision Making Unit, identifying market potential, international marketing strategy etc. Relationships and networks: identifying portfolios of relationships and network positional resources; understanding the heterogeneity of the small number of customers involved as opposed to B2C marketing and forming a network connecting all parties that involves actors, resources and activities Role of technology and IT in B2B markets: marketing automation, dispersed experimentation, consolidation of expertise and multichannel management; use of websites, EPOS systems, digital and social media marketing 9

10 08 Understand the role of business to business marketing in the national and global business market 8.1 Identify relevant theories for operations of national and international marketing activities for business to business organisations 8.2 Develop goals and objectives for national and international marketing for business to business organisations 8.3 Identify how to use appropriate feedback and communication channels for national and international marketing communications in business to business organisations B2B theories: Marketing Communication theory, communication process Setting up goals: market potential method, historic method, full-time equivalent method 10

11 GUIDANCE FOR TUTORS DELIVERY & ASSESSMENT It is important that tutors use a range of teaching and guidance methods to ensure that their learners meet the intended learning outcomes for this unit. This would include participating or revising lectures/notes, attending webinars, workshops, individual/group assessments and draft feedback for assessments. However, learners should always be encouraged to participate in independent learning using the resources on the IMSS, e-library and Mintel reports. Learners need to use analytical thinking, participative approaches and investigative mindsets in order to be able to enhance their learning experience through reflection of theory in conjunction with their own experience. It is important to plan the delivery of the unit to ensure that learners have enough time to undertake the relevant research needed to meet the learning outcomes and to facilitate self- learning. Learning outcomes 1 and 3 focus on providing learners with the fundamentals of marketing communications. Consumers often generate impressions of a given organisation based on the messages communicated to them by the organisations and other third parties, and once impressions are formed, it will be the basis on which the product/service performance will be evaluated. Therefore, it is important that marketing communications are effective and accurate in order to generate the desired response from the public. Tutors can present information on the elements involved in the marketing mix, promotional mix and internal resources that impact organisational communication. The basic communication models and theories (such as Shannon and Weaver, or Seven Cs) can be discussed. The learner can try to establish the relationship between the marketing and promotional mixes through industry examples and will realise and appreciate the impact that internal resources may have on organisation-wide resources. Learning outcomes 2 and 7 involve the understanding of developments in IT applications that impact upon organisational structure and which can confer competitive advantages. Learners are expected to comprehend the way in which aspects of social and digital media (and the use of in-house intranet) have affected the overall communications process in organisations. Those learners who are already employed can reflect on their personal experiences, perhaps helping to guide discussions under the supervision of the tutor. Learning outcome 4 allows learners to understand target markets, and their behavioural changes and needs, through market research in order to plan and implement successful strategies. Here tutors can impart knowledge on the marketing and pricing strategies that can be employed upon obtaining the required background information. It is important for learners to be able to distinguish the correlation between market research and the defining of marketing objectives (and their corresponding strategies) before establishing the relevant tactics, control, and measurement. When considering learning outcomes, 5, 6 and 8, the main focus should be on segmenting marketing communications on B2B and B2C perspectives, and learners are expected to understand the principal and ancillary differences between these two concepts. It is important that tutors define the differences between commercial, not-for-profit (NFP) and public B2B organisations and how they communicate in a B2B context. Tutors can also explain the key aspects that need to be considered when B2B organisations operate on a national and global level. Marketing Communications 11

12 GUIDANCE FOR TUTORS OUTLINE LEARNING PLAN The following outlined learning plan can be used as a guidance document in conjunction with the unit assessment. It is simply a way in which this unit can be delivered. TOPIC AND SUGGESTED ASSIGNMENTS/ACTIVITIES/ASSESSMENT Introduction to unit and programme of learning Tutor discussion on the theoretical models and concepts; definitions of marketing mix, promotional mix and other key communication aspects. This can be reinforced through group/individual exercises Learner input on practical examples on marketing communications and how technology is impacting it Learner research on marketing communications contributing to Assignment 1 Tutor input on marketing communications in a B2B context and its growth on a national and global scale Learner input on the difference between B2B and B2C communication and how technology has impacted B2B communications Learner research on B2B marketing communication contributing to Assignment 2 Review of unit and programme of assignments PROGRAMME OF SUGGESTED ASSESSMENT/ASSIGNMENTS The following table illustrates the respective assessments for the unit and identifies the corresponding assessment criteria. Assessment Criteria covered Assignment title Scenario Assessment method 1.1, 1.2, 1.3, 2.1, 2.2, 3.1, 3.2, 3.3, 4.1, 4.2, Assignment 1 Identify your target market and recommend appropriate marketing communication strategies while using the promotional mix to create an integrated marketing communications plan for your organisation Report 12 Marketing Communications

13 GUIDANCE FOR TUTORS PROGRAMME OF SUGGESTED ASSESSMENT/ASSIGNMENTS Assessment Criteria covered Assignment title Scenario Assessment method 1.1, 1.2, 1.3, 2.1, 2.2, 3.1, 3.2, 3.3, 4.1, 4.2, Assignment 1 Cont. In addition, discuss the use of SMART objectives, statistical data and quantitative indicators in evaluating the success of the communications plan formulated in the section above Report You are in the process of designing a promotional campaign of a new product/service of your organisation. Therefore: Identify the ways in which you can use the promotional campaign to create the competitive advantage of the marketing mix Evaluate the ways in which the use of internet and information technology can assist the organisation to further enhance the competitive advantage 5.1, 5.2, 6.1, 6.2, 7.1, 7.2, 8.1, 8.2, 8.3 Assignment 2 Define the term B2B Marketing and critically evaluate the key differences between B2B marketing and consumer marketing in the following sectors: Commercial sector Report Not-for-profit sector Public sector 13 Marketing Communications

14 GUIDANCE FOR TUTORS PROGRAMME OF SUGGESTED ASSESSMENT/ASSIGNMENTS Assessment Criteria covered Assignment title Scenario Assessment method 5.1, 5.2, 6.1, 6.2, 7.1, 7.2, 8.1, 8.2, 8.3 Assignment 2- Cont. Identify a macro economic change that can have an impact on your organisations B2B marketing process and discuss the opportunities and threats that can occur as a result of this change. Report Taking the above context in to consideration, provide recommendations on how the organisation can adapt its resources in order to maintain its national and global level competitive advantage while capitalising on the above change 14 Marketing Communications

15 RESOURCES TEXTBOOKS Fill, C. (2009) Marketing Communications: Contexts, Strategies and Applications. 5th edition, Harlow: FT Prentice-Hall Brennan, R., Canning, L.E., and McDowell, R. (2007) 'Business-to-Business Marketing', Sage: London. ISBN-10: Dwyer, F.R. and Tanner, J.F. (2008) 'Business Marketing: Connecting Strategy, Relationships, and Learning', McGraw-Hill Hutt, M. and Speh, T.W. (2006) 'Business Marketing Management', Thomson Press. Wright, R. (2004) Business-to- Business marketing: A step-by-step guide. Harlow: FT Prentice Hall Chaffey, D, (2004-other editions also available) E-Business and E-Commerce Management, Harlow: FT Prentice Hall JOURNALS Journal of Marketing Communications International Journal of Integrated Marketing Communications Journal of Interactive Advertising Journal of Advertising Research WEBSITES The Marketer Forbes Hubspot B2B Marketing Marketing Communications