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
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
