Summary MarCom all lectures and Chapt. 5 6 8 & 9

Summary Marketing Communication

Lecture 1

Objectives:
 Integration of academic and managerial insights in the domain of
marketing communication.
o Understanding how communication and persuasion works
(academic part)
o Understanding how to manage a MC plan (managerial part)
o Applying the insights from the communication and persuasion
literature when managing the MC plan.




1

, Objectives: managing the MC plan
 Analyze the Communication process

Understanding the communication process




Key challenge I
The web 2.0 & marketing communication
 From traditional to tradigital to social media
o From top-down to bottom-up communication
 Traditional media focus on ‘’push’’ marketing (one way
communication)



2