Bangor University Transfer Abroad Programme Marketing Communication Module
Bangor University Transfer Abroad Programme Marketing Communication Module for the Bangor University Transfer Abroad Programme MKTG-211 / 212 Spring 2011
Bangor University Transfer Abroad Programme Module Presented by: Professor DON Bathie Visiting Professor Bangor University MKTG-211 / 212 Spring 2011
Module Focus: Bangor University Transfer Abroad Programme Integrated Marketing Communications Design and management of all communications around core values and identity MKTG-211 / 212 Spring 2011
Bangor University Transfer Abroad Programme Module Objectives Discuss & describe promotional practices in business. Describe and create an integrated promotional programme. Implement promotional techniques and models in the context of a wider marketing environment. Formulate promotional strategies that are viable in the market. MKTG-211 / 212 Demonstrate and use various types of marketing communication in the context of business promotion. Spring 2011
Module Structure: Bangor University Transfer Abroad Programme Nature of Marketing Communications Managing Integrated Communications Message Design and Delivery Media Choice and Planning Control and Evaluation MKTG-211 / 212 Spring 2011
Bangor University Transfer Abroad Programme Assessment Based on testing achievement of Learning Outcomes • Coursework and Presentation • Assignment • Examination MKTG-211 / 212 Spring 2011
Bangor University Transfer Abroad Programme THE MARKETING CYCLE DELIVER VALUES BUSINESS EXCHANGE UNDERSTAND U CUSTOMERS MKTG-211 / 212 COMMUNICATE VALUES CUSTOMER CREATE VALUES Spring 2011
Bangor University Transfer Abroad Programme Purpose of Marketing Communication + Persuade MKTG-211 / 212 Spring 2011
Bangor University Transfer Abroad Programme Customer Values and Brand Values Basic Concept is centred on “ a common shared understanding of the meaning of the brand between the business and the customer. ” MKTG-211 / 212 Spring 2011
Bangor University Transfer Abroad Programme Marketing Communications Management Strategy , Values and Identity Target Customer Groups Product/Brand Identity Message Media Money Control and Impact Evaluation MKTG-211 / 212 Spring 2011
Bangor University Transfer Abroad Programme A Little, Light Reading Shimp Chapter 1 Pages 2 - 16 MKTG-211 / 212 Spring 2011
- Slides: 11
