Marketing Communications Notes
Unit 1
Introduction to IMC
1
Overview
In Unit 1 we introduce you to the study of integrated marketing communications. We begin by reviewing the basic communication model, looking at its component parts and applying them within a marketing context. We explore the key components of IMC, assess its value to marketers, and discuss how IMC can be applied in an international marketplace. We address the moral and ethical issues faced by marketers and look at the steps taken by governments and industry associations to regulate marketing practices. We finish the unit with a discussion of social responsibility and how and why marketers should engage in positive and socially responsible marketing activities. In this unit, you need to refer to: 1 2 3 Chapters 1, 13 and 14 in your Clow and Baack textbook; this study unit, Unit 1; and Readings 1.1–1.4: • ‘Marketing ethics and behavioural predispositions of Chinese managers of SMEs in Hong Kong’ by Au and Tse ‘Ethical issues across cultures: managing the differing perspectives of China and the USA’ by Pitta, Fung and Isberg ‘The myth of the ethical consumer — do ethics matter in purchase behaviour?’ by Carrigan and Attalla ‘Press release’, Hong Kong Consumer Council.
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Please note that in this course, unless otherwise indicated, ‘product’ and ‘product category’ should be interpreted as ‘product/service’ and ‘product/service category’.
2
MKT B366 Marketing Communications
Objectives
By the end of Unit 1, you should be able to: 1 Illustrate the communication process, using a diagram, and apply it in a given marketing situation. Define integrated marketing communications, and discuss how it applies specifically to the development of promotional strategies. Describe, with pertinent Hong Kong examples, the major components of the promotional mix. Explain the role played by the promotion mix in the overall marketing mix. Outline the key components of integrated marketing communications. Evaluate the
Introduction to IMC
1
Overview
In Unit 1 we introduce you to the study of integrated marketing communications. We begin by reviewing the basic communication model, looking at its component parts and applying them within a marketing context. We explore the key components of IMC, assess its value to marketers, and discuss how IMC can be applied in an international marketplace. We address the moral and ethical issues faced by marketers and look at the steps taken by governments and industry associations to regulate marketing practices. We finish the unit with a discussion of social responsibility and how and why marketers should engage in positive and socially responsible marketing activities. In this unit, you need to refer to: 1 2 3 Chapters 1, 13 and 14 in your Clow and Baack textbook; this study unit, Unit 1; and Readings 1.1–1.4: • ‘Marketing ethics and behavioural predispositions of Chinese managers of SMEs in Hong Kong’ by Au and Tse ‘Ethical issues across cultures: managing the differing perspectives of China and the USA’ by Pitta, Fung and Isberg ‘The myth of the ethical consumer — do ethics matter in purchase behaviour?’ by Carrigan and Attalla ‘Press release’, Hong Kong Consumer Council.
•
•
•
Please note that in this course, unless otherwise indicated, ‘product’ and ‘product category’ should be interpreted as ‘product/service’ and ‘product/service category’.
2
MKT B366 Marketing Communications
Objectives
By the end of Unit 1, you should be able to: 1 Illustrate the communication process, using a diagram, and apply it in a given marketing situation. Define integrated marketing communications, and discuss how it applies specifically to the development of promotional strategies. Describe, with pertinent Hong Kong examples, the major components of the promotional mix. Explain the role played by the promotion mix in the overall marketing mix. Outline the key components of integrated marketing communications. Evaluate the
References: Strauss, J and Frost, R (2001) Marketing on the Internet, 2nd edn, New Jersey: Prentice Hall. Yourk, D (2002) ‘Message in a beer bottle’, The Globe and Mail, 27 Mar (Accessed online).