INSPIRING
POSSIBILITI
ES
TOGETHER
Lecturer Support Material Dynamics of Entrepreneurship 3e
©
Juta and Company (Pty) Ltd, 2023 9781998962341
, CHAPTER 10
Marketing communication management
Lecturer Support Material Dynamics of Entrepreneurship 3e
©
Juta and Company (Pty) Ltd, 2023 9781998962341
, Learning objectives
After studying this chapter, you should be able to:
• Discuss the nature and scope of the marketing communication mix
• Describe the following marketing communication tools:
advertising, personal selling, shopper marketing, direct response marketing, public relatio
word of mouth, sponsorship and event marketing, and digital media marketing
• Discuss the following elements of digital marketing:
company websites, search engine marketing, online advertising and public relations, ema
marketing, blogging and podcasting, affiliated marketing, viral marketing, mobile media
marketing, social media marketing and influencer marketing
• Outline how the marketing communication campaign should be planned and implemente
• Discuss key social, ethical and regulatory issues in marketing communication
• Express your opinion on the future of marketing communication
Lecturer Support Material Dynamics of Entrepreneurship 3e
©
Juta and Company (Pty) Ltd, 2023 9781998962341
, The marketing communication mix
• Advertising
• Personal selling
• Shopper marketing
• Direct response marketing
• Public relations (PR) and word-of-mouth (WOM)
• Sponsorship and event marketing
• Digital media marketing
Lecturer Support Material Dynamics of Entrepreneurship 3e
©
Juta and Company (Pty) Ltd, 2023 9781998962341
POSSIBILITI
ES
TOGETHER
Lecturer Support Material Dynamics of Entrepreneurship 3e
©
Juta and Company (Pty) Ltd, 2023 9781998962341
, CHAPTER 10
Marketing communication management
Lecturer Support Material Dynamics of Entrepreneurship 3e
©
Juta and Company (Pty) Ltd, 2023 9781998962341
, Learning objectives
After studying this chapter, you should be able to:
• Discuss the nature and scope of the marketing communication mix
• Describe the following marketing communication tools:
advertising, personal selling, shopper marketing, direct response marketing, public relatio
word of mouth, sponsorship and event marketing, and digital media marketing
• Discuss the following elements of digital marketing:
company websites, search engine marketing, online advertising and public relations, ema
marketing, blogging and podcasting, affiliated marketing, viral marketing, mobile media
marketing, social media marketing and influencer marketing
• Outline how the marketing communication campaign should be planned and implemente
• Discuss key social, ethical and regulatory issues in marketing communication
• Express your opinion on the future of marketing communication
Lecturer Support Material Dynamics of Entrepreneurship 3e
©
Juta and Company (Pty) Ltd, 2023 9781998962341
, The marketing communication mix
• Advertising
• Personal selling
• Shopper marketing
• Direct response marketing
• Public relations (PR) and word-of-mouth (WOM)
• Sponsorship and event marketing
• Digital media marketing
Lecturer Support Material Dynamics of Entrepreneurship 3e
©
Juta and Company (Pty) Ltd, 2023 9781998962341
