EMBL-Homework
Case: Case 5, Marketing
Tutor: Wilco van der Camp
Case answered by: Raymond Douwes
Class: LM_EVENT_C
Keywords
1) Marketing communication plans
2) Audience persona (or user persona)
3) Target audience
4) Marketing ROI
5) Online marketing
6) Company identity
7) Marketing tools
Keyword 1: Marketing communication plans
Definition:
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing
efforts. MarCom can be described as all the messages and media you deploy to communicate with
the market. Marketing communication includes advertising, direct marketing, branding, packaging,
your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show
appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference
for the product. The other is to shorten the sales cycle.
Creating preference
Creating preference is often a longer-term
effort that aims at using communication tools
to help position your product or company in
the minds of the target customer.
Positioning and building a brand takes time
and requires a certain consistency (not just in
the communication efforts themselves, but
also in regards to the core elements of
product, pricing, and distribution) and therefore represents a significant commitment for the
company.
Remember, establishing preference by building a brand will impact market share, profitability and
even your access to talent—and thus provides long-term value for the company (Wiefels, 2002).
MarCom must focus on creating, packaging and delivering relevant information to the buyer
throughout the buying process in order to sales meet this education need.
Case: Case 5, Marketing
Tutor: Wilco van der Camp
Case answered by: Raymond Douwes
Class: LM_EVENT_C
Keywords
1) Marketing communication plans
2) Audience persona (or user persona)
3) Target audience
4) Marketing ROI
5) Online marketing
6) Company identity
7) Marketing tools
Keyword 1: Marketing communication plans
Definition:
Marketing communication (MarCom) is a fundamental and complex part of a company’s marketing
efforts. MarCom can be described as all the messages and media you deploy to communicate with
the market. Marketing communication includes advertising, direct marketing, branding, packaging,
your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show
appearances and more.
Marketing communication has two objectives. One is to create and sustain demand and preference
for the product. The other is to shorten the sales cycle.
Creating preference
Creating preference is often a longer-term
effort that aims at using communication tools
to help position your product or company in
the minds of the target customer.
Positioning and building a brand takes time
and requires a certain consistency (not just in
the communication efforts themselves, but
also in regards to the core elements of
product, pricing, and distribution) and therefore represents a significant commitment for the
company.
Remember, establishing preference by building a brand will impact market share, profitability and
even your access to talent—and thus provides long-term value for the company (Wiefels, 2002).
MarCom must focus on creating, packaging and delivering relevant information to the buyer
throughout the buying process in order to sales meet this education need.
