KCOM 328
Chapter 2
Factors
influencing
MC Decisions
Ludi Koekemoer
,Aim of the chapter
To focus on consumer and other insights, budget constraints,
01 the role of innovation, internal marketing, regulatory and social
and ethical issues influencing marketing communication
decisions.
, Learning outcomes
Explain the essence and role of consumer, market and brand insights in making marketin
01 communications decisions;
02 Consider budget constraints;
03 Discuss the role of innovation in marketing communications decisions;
Discuss the essence and role of internal marketing in executing a successful marketing
04
communications campaign; and
Reflect on self regulation, regulatory issues and social and ethical issues in marketing
05
communication.
Chapter 2
Factors
influencing
MC Decisions
Ludi Koekemoer
,Aim of the chapter
To focus on consumer and other insights, budget constraints,
01 the role of innovation, internal marketing, regulatory and social
and ethical issues influencing marketing communication
decisions.
, Learning outcomes
Explain the essence and role of consumer, market and brand insights in making marketin
01 communications decisions;
02 Consider budget constraints;
03 Discuss the role of innovation in marketing communications decisions;
Discuss the essence and role of internal marketing in executing a successful marketing
04
communications campaign; and
Reflect on self regulation, regulatory issues and social and ethical issues in marketing
05
communication.
