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Marketing Communication

Marketing Communication. Module for the Bangor University Transfer Abroad Programme. Module Presented by:. Professor DON Bathie Visiting Professor Bangor University.

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Marketing Communication

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  1. Marketing Communication Module for the Bangor University Transfer Abroad Programme

  2. Module Presented by: Professor DON Bathie Visiting Professor Bangor University

  3. Module Focus:Integrated Marketing CommunicationsDesign and managementof all communicationsaround core values and identity

  4. 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. Demonstrate and use various types of marketing communication in the context of business promotion.

  5. Module Structure: Nature of Marketing Communications Managing Integrated Communications Message Design and Delivery Media Choice and Planning Control and Evaluation

  6. Assessment • Based on testing achievement of Learning Outcomes • Coursework and Presentation • Assignment • Examination

  7. COMMUNICATE VALUES DELIVER VALUES BUSINESS CUSTOMER EXCHANGE CREATE VALUES UNDERSTAND CUSTOMERS THE MARKETING CYCLE

  8. Purpose of Marketing Communication + Persuade

  9. 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.”

  10. Marketing Communications Management Strategy , Values and Identity Target Customer Groups Product/Brand Identity Message Media Money Control and Impact Evaluation

  11. A Little, Light Reading Shimp Chapter 1 Pages 2 - 16

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