MKT COM Lecture 1 (Block 2) 2024-2025 PDF

Marketing Management School of Business Marketing and Finance ITEGRATED MARCOM STRATEGIES Block 2 | Marcom Week 1.1 - Lecture 1  PLANNING...

Marketing Management School of Business Marketing and Finance ITEGRATED MARCOM STRATEGIES Block 2 | Marcom Week 1.1 - Lecture 1  PLANNING Practice in class (in groups): Period Lecture THE HANZE CASE STUDY Identify the IMC tools used at Hanze and discuss their 2.1 Integrated Marcom Strategies effectiveness  The buyer persona 2.2  Customer journey Develop a buyer persona for a new student  Touch points Visual identity: Designing touchpoints Identify all the Hanze touchpoints and explain how 2.3 with the brand in mind effective they are for the persona The Customer Journey: The Hanze Student Customer Journey: create 2.4  Awareness awareness and consideration strategies  Consideration The Customer Journey:  Purchase The Hanze Student Customer Journey: purchase, 2.5  Retention retention & advocacy strategies  Advocacy HALF-TERM BREAK - NO CLASSES HALF-TERM BREAK - NO CLASSES 2.6 Multichannel vs Omnichannel Marketing How to make Hanze a seamless experience 2.7 Recap + Mock Exam 2.8 EXAM WEEK 2.9 ROUND-OFF WEEK 2.10 RESIT PERIOD 1 2 THIS IS HOW WE DO IT Every session we will: – Do recap of the previous session – Learn some marketing theory – Practice what we are learning with The Hanze Case Study HOUSE RULES – An active attitude in class – Eagerness to learn – Participate in the discussion – Questions are always welcome – Answers the questions, even if you are not 100% sure – Others? MARCOM & MARKETING What is the difference? 5 THE DIFFERENCE Marketing: Creates superior value​ for customers Marketing communications: Communicates the value to the customer using all promotion tools to engage customers 6 ENGAGING CONSUMERS AND COMMUNICATING CUSTOMER VALUE: INTEGRATED MARKETING COMMUNICATIONS STRATEGY LEARNING OBJECTIVES 14.2 | 14.3 7  IMC 3 MAJOR CHANGES 1 Consumers are changing: Rather than relying on marketer-supplied information, they can use the internet, social media, and other technologies to find information on their own. They can connect easily with other consumers to exchange brand related information or even create their own brand messages and experiences. 2 marketing strategies are changing: Marketers are shifting away from mass marketing, focusing on developing marketing programs designed to engage customers and build customer relationships. 3 changes in the ways companies and customers communicate with each other (new technologies). 8  IMC IN A WORLD… …WHERE CONSUMERS ARE BOMBARDED BY BRAND MESSAGES FROM DIFFERENT SOURCES 9  INTEGRATED WHAT IS IMC? MARKETING COMMUNICATION Carefully integrating and coordinating the company’s many communication channels to deliver one clear, consistent, and compelling message about the organisation and its products / services. 10 11  INTEGRATED WHAT WOULD BEYONCE MARKETING MARKETEERS DO? COMMUNICATION Considering the proliferation of marketing communication tools and opportunities marketers must: 1) identify which tools are the best fit for the audience and marketing objectives and 2) deliver a unified message and coordinated approach across these tools. This meand create a well-coordinated message to engage: The right people At the right time At the right place Doing the right things 12  INTEGRATED IN ESSENCE… MARKETING COMMUNICATION The key is to integrate all different media in a way that best engages customers, communicates the brand message, and 13 enhances the customer's brand experience.  INTEGRATED CONTENT MARKETING MARKETING COMMUNICATION Lines between traditional advertising and new digital content are blurring. Many marketers now view themselves as content marketing managers who create, inspire, share, and curate marketing content—both their own and that created by consumers and others. Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels. 14 15  DEVELOPING AN 1- IDENTIFYING THE EFFECTIVE MARCOM TARGET AUDIENCE STRATEGY what will be said how it will be said when it will be said where it will be said who will say it 16  DEVELOPING AN 2-DETERMINING THE EFFECTIVE MARCOM COMMUNICATION OBJECTIVES STRATEGY Once the target audience has been defined, marketers must determine the desired response. The 5 As: Awareness (I know about the product) Appeal (I like the product) Ask (I want to know more about the product and be more engaged with the brand) Act (I’m buying and relating to the product) Advocacy (I’m telling others about the product) 17  DEVELOPING AN 3-DESIGNING A MESSAGE EFFECTIVE MARCOM STRATEGY When putting a message together, the marketing communicator must decide: what to say (message content) how to say it (message structure and format) The marketer has to figure out an appeal or theme that will produce the desired responses. There are three types of appeals: rational emotional moral educational Marketers must also decide how to handle 3 message structure issues: To draw a conclusion or leave it to the audience To present the strongest arguments first or last To present a one-sided argument or a two-sided argument 18  DEVELOPING AN 4- CHOOSING EFFECTIVE MARCOM COMMUNICATION STRATEGY CHANNELS AND MEDIA There are two broad types of communication channels: 1. Personal: It is effective because they allow for personal addressing and feedback. 2. Non-personal: Media that carry messages without personal contact or feedback, including major media, atmospheres, and events. 19  DEVELOPING AN 5- SELECTING THE EFFECTIVE MARCOM MESSAGE SOURCE STRATEGY The message’s impact also depends on how the target audience views the communicator. Messages delivered by highly credible or popular sources are more persuasive. 20  DEVELOPING AN 6- COLLECTING EFFECTIVE MARCOM FEEDBACK STRATEGY After sending the message the communicator must research its effect on the target audience and measure behaviour resulting from the content. 21 BREAK? 22 THE HANZE CASE STUDY Welcome to the marcom adventure You will be working on a Hanze University case study that will put your skills (and your stress levels) to the test! During this course you will get to: Be a student Be a marketeer Roast Hanze… … and propose improvement points 24 LET’S GO In just 30 minutes identify the IMC tools used by Hanze and evaluate how effective they are. Create a presentation explaining your findings. This exercise is designed to test your quick-thinking and observational skills, while setting the stage for deeper work during the coming weeks. 25