28 Jun Module Integrated Marketing Communications-Communicating a message
Question
Master in marketing
Module Integrated Marketing Communications
Communicating a message
Though it may be difficult to imagine, not everyone has access to the Internet today. Some people learn about new products from television or radio commercials. Others still get their marketing through magazine or newspaper advertisements. Organisations must have a communication strategy that accounts for all potential customers.
In this week’s Key Concept Overview, you read that Schultz (1996) contends that integrated marketing communications includes all contact that companies have with their customers. In today’s world, organisations have a number of ways in which to contact customers. Yet, if can be difficult to assess the impact of these methods.
To prepare for this assignment:
Read the Required Learning Resources (please find attached file and below references )
Consider the promotional tools that are available to organisations.
To complete this assignment in 1000 words:
Evaluate the role that elements of the promotional mix play in contributing towards effective integrated marketing communications.
From the companies that your peers discussed in their Initial responses, propose how the promotional campaigns of these companies could be improved.
Describe how the integration of the promotional mix be improved.
Extending the conversation into new but relevant areas
Clow, K.E. & Baack, D.E. (2015) Integrated advertising, promotion, and marketing communications. Global ed./7th ed.New York: Pearson Education Limited.
Chapter 1, ‘Integrated marketing communications’, pp.22-43
Chapter 2, ‘Brand management’, pp.44-73
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Chen, K.J., Chen, M L., Liu, C.M. & Huang, C.J. (2015) ‘Integrated marketing communication, collaborative marketing, and global brand building in Taiwan’, International Journal of Organizational Innovation, 7 (4), pp.99-107.
Use the University of Liverpool Online Library to find this article.
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Kitchen, P.J., Kim, I. & Schultz, D.E. (2008) ‘Integrated marketing communications: practice leads theory’, Journal of Advertising Research, 48 (4), pp.531-546.
Use the University of Liverpool Online Library to find this article.
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Media (Required)
Barker, B. (2010) Integrated digital marketing communications [Video]. London: Henry Stewart Talks. Available from: http://hstalks.com.ezproxy.liv.ac.uk/main/view_talk.php?&& (Accessed: 20 August 2015).
Note: The approximate length for this media piece is 80 minutes.
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Kitchen, P.J. (2012) Integrated marketing communications [Video]. London: Henry Stewart Talks. Available from: http://hstalks.com.ezproxy.liv.ac.uk/main/view_talk.php?&& (Accessed: 20 August 2015).
Note: The approximate length for this media piece is 39 minutes.
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