Marketing communication
content
PART I: INTRODUCTION
Chapter 0: Introduction
0.1 Marketing communication
0.2 Marketing communication: Mini course
0.3 Marketing communication plan
Chapter 1: Integrated communication
1.1 Integration in marketing- and communication mix
1.2 Integration in cross-cultural section
1.3 Integration in corporate strategy
1.4 Reasons of IMC
1.5 The integration dimension
Chapter 2: Brands & branding
2.1 Brands
2.2 Brand logo’s
2.3 Types of brands
2.4 Brand success & strategy
2.4.1 Brand success
2.4.2 Brand strategy for a new product
2.4.3 Brand portfolio
2.4.4 Brand value
2.4.5 Benefits of branding
2.4.6 Marketing communications & branding
2.4.7 Online brand monitoring
PART II: THE COOKBOOK
Chapter 3: How marketing communication works
3.1 Marketing communication research
3.2 Hierarchy-of-effects models
3.3 ELM-based models
3.3.1 Attitudes & ELM
3.3.2 6 types of attitude formation & change
3.3.3 High elaboration & cognitive attitude formation
3.3.4 Low elaboration & cognitive attitude formation
, 3.3.5 High elaboration & affective attitude formation
3.3.6 Low elaboration & affective attitude formation
3.3.7 High elaboration & behavioural attitude formation
3.3.8 Low elaboration & behavioural attitude formation
3.4 Hierarchy-of-effect models versus ELM framework
3.5 Irritations by marketing communications
Chapter 4: Target groups
4.1 Target groups
4.2 Segmentation variables
4.3 Segmentation profiles
4.4 Targeting
4.4.1 Targeting strategies
4.4.2 Selecting the right target groups
4.5 Positioning
4.6 Secondary target groups
Chapter 5: Objectives
5.1 Communication goals
5.2 Communication effectiveness
5.2.1 Category needs & wants
5.2.2 Brand awareness
5.2.3 Brand knowledge
5.2.4 Brand attitude
5.2.5 Buying intentions
5.2.6 Purchase support
5.2.7 Purchase
5.2.8 Satisfaction
5.2.9 Brand loyalty
5.3 Brand & product life cycle
5.4 Consumers choice behaviour
Chapter 6: Budgets
6.1 Budget in organisations
6.2 Budget & turnover
6.3 Budget methods
6.4 Factors affecting budget
6.5 Budgeting for new brands or products
PART III: MEDIA
,Chapter 7: Sponsorships
7.1 Sponsorships
7.2 Sponsorship versus other marketing communications
7.3 How sponsorship works
7.4 Target groups
7.5 Objectives
7.6 Budget
7.7 Types of sponsorship
7.7.1 Event-related
7.7.2 Tv-programme
7.7.3 Cause related
7.8 Measuring effectiveness
Chapter 8: Promotions
8.1 Promotions
8.2 Target groups & objectives
8.2.1 B2C target groups & objectives
8.2.2 B2B target groups & objectives
8.3 Types of promotions
8.3.1 B2C promotions
8.3.2 B2B promotions
8.4 Impact of promotions
Chapter 9: POP communication
9.1 POP communication
9.2 Importance of POP communications
9.3 Goals of POP communication
9.4 Effectiveness of POP communication
9.5 Specific POP communication tools
9.6 Long-term objective
Chapter 10: Direct marketing communication
10.1 Direct marketing communication
10.2 Objectives & target groups
10.3 Media channels
10.4 From direct marketing to relationship marketing
Chapter 11: Trade fairs & exhibitions
11.1 Trade fairs & exhibitions
11.2 Objectives & target groups
, 11.3 Participation & evaluation
Chapter 12: Personal selling
12.1 Personal selling
12.2 Types & objectives
12.3 Process
12.4 Planning & organisation
PART IV: EXTRA
Chapter 13: Ethics
13.1 Ethics in marketing communication
13.2 Ethical decision models in marketing communication
13.3 Unethical practices
Guest lecture: Mapping food marketing communication across 7 European countries
1 Frameworks
2 Result: food marketing communication framework
, Chapter 0: Introduction
0.1 Marketing communication
Marketing mix: Product (and services), Price, Place, Promotion
(communication), (People: producing, selling, buying) (= 4 p’s of
marketing, Kotler)
Communication: Paid, Owned, Earned media
This course: 3 parts:
1. Introduction
2. Cookbook
3. Media
0.2 Marketing communication: Mini course
Marketing communication media & tools:
Paid media: pay other external party (tv-channel) for marketing
communication
Owned media: own the medium in which you communicate
grey zone: hire external services for mail communication (paid / owned)
Earned media: word-of-mouth (reviews, social media)
Above the line: brand contracts advertising agencies to create a
campaign, need media to spread the communication, a consumer exposed
to the communication
15% of the budget to the advertising agencies
content
PART I: INTRODUCTION
Chapter 0: Introduction
0.1 Marketing communication
0.2 Marketing communication: Mini course
0.3 Marketing communication plan
Chapter 1: Integrated communication
1.1 Integration in marketing- and communication mix
1.2 Integration in cross-cultural section
1.3 Integration in corporate strategy
1.4 Reasons of IMC
1.5 The integration dimension
Chapter 2: Brands & branding
2.1 Brands
2.2 Brand logo’s
2.3 Types of brands
2.4 Brand success & strategy
2.4.1 Brand success
2.4.2 Brand strategy for a new product
2.4.3 Brand portfolio
2.4.4 Brand value
2.4.5 Benefits of branding
2.4.6 Marketing communications & branding
2.4.7 Online brand monitoring
PART II: THE COOKBOOK
Chapter 3: How marketing communication works
3.1 Marketing communication research
3.2 Hierarchy-of-effects models
3.3 ELM-based models
3.3.1 Attitudes & ELM
3.3.2 6 types of attitude formation & change
3.3.3 High elaboration & cognitive attitude formation
3.3.4 Low elaboration & cognitive attitude formation
, 3.3.5 High elaboration & affective attitude formation
3.3.6 Low elaboration & affective attitude formation
3.3.7 High elaboration & behavioural attitude formation
3.3.8 Low elaboration & behavioural attitude formation
3.4 Hierarchy-of-effect models versus ELM framework
3.5 Irritations by marketing communications
Chapter 4: Target groups
4.1 Target groups
4.2 Segmentation variables
4.3 Segmentation profiles
4.4 Targeting
4.4.1 Targeting strategies
4.4.2 Selecting the right target groups
4.5 Positioning
4.6 Secondary target groups
Chapter 5: Objectives
5.1 Communication goals
5.2 Communication effectiveness
5.2.1 Category needs & wants
5.2.2 Brand awareness
5.2.3 Brand knowledge
5.2.4 Brand attitude
5.2.5 Buying intentions
5.2.6 Purchase support
5.2.7 Purchase
5.2.8 Satisfaction
5.2.9 Brand loyalty
5.3 Brand & product life cycle
5.4 Consumers choice behaviour
Chapter 6: Budgets
6.1 Budget in organisations
6.2 Budget & turnover
6.3 Budget methods
6.4 Factors affecting budget
6.5 Budgeting for new brands or products
PART III: MEDIA
,Chapter 7: Sponsorships
7.1 Sponsorships
7.2 Sponsorship versus other marketing communications
7.3 How sponsorship works
7.4 Target groups
7.5 Objectives
7.6 Budget
7.7 Types of sponsorship
7.7.1 Event-related
7.7.2 Tv-programme
7.7.3 Cause related
7.8 Measuring effectiveness
Chapter 8: Promotions
8.1 Promotions
8.2 Target groups & objectives
8.2.1 B2C target groups & objectives
8.2.2 B2B target groups & objectives
8.3 Types of promotions
8.3.1 B2C promotions
8.3.2 B2B promotions
8.4 Impact of promotions
Chapter 9: POP communication
9.1 POP communication
9.2 Importance of POP communications
9.3 Goals of POP communication
9.4 Effectiveness of POP communication
9.5 Specific POP communication tools
9.6 Long-term objective
Chapter 10: Direct marketing communication
10.1 Direct marketing communication
10.2 Objectives & target groups
10.3 Media channels
10.4 From direct marketing to relationship marketing
Chapter 11: Trade fairs & exhibitions
11.1 Trade fairs & exhibitions
11.2 Objectives & target groups
, 11.3 Participation & evaluation
Chapter 12: Personal selling
12.1 Personal selling
12.2 Types & objectives
12.3 Process
12.4 Planning & organisation
PART IV: EXTRA
Chapter 13: Ethics
13.1 Ethics in marketing communication
13.2 Ethical decision models in marketing communication
13.3 Unethical practices
Guest lecture: Mapping food marketing communication across 7 European countries
1 Frameworks
2 Result: food marketing communication framework
, Chapter 0: Introduction
0.1 Marketing communication
Marketing mix: Product (and services), Price, Place, Promotion
(communication), (People: producing, selling, buying) (= 4 p’s of
marketing, Kotler)
Communication: Paid, Owned, Earned media
This course: 3 parts:
1. Introduction
2. Cookbook
3. Media
0.2 Marketing communication: Mini course
Marketing communication media & tools:
Paid media: pay other external party (tv-channel) for marketing
communication
Owned media: own the medium in which you communicate
grey zone: hire external services for mail communication (paid / owned)
Earned media: word-of-mouth (reviews, social media)
Above the line: brand contracts advertising agencies to create a
campaign, need media to spread the communication, a consumer exposed
to the communication
15% of the budget to the advertising agencies
