TSM3500 Lecture Notes - Lecture 9: Integrated Marketing Communications, Marketing Mix, Pest Analysis
8 May 2018
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WEEK 9: MARKETING MANAGEMENT
Integrated Marketing Communications: Marketing activities with a common focus on the marketplace or a
custoer seget…. The eecutio of each idiidual piece of the itegrated arketig pla is cosistet ith, ad
supportive of, each of the other pieces of the plan
Marketing for Business Events: addresses the functions that facilitate business development, cultivate economic
and political support, and shape the image and value of the event project
Marketing Plan: a subsidiary or one component of a business
pla ad arketig pla aageet is the actiit of
developing a marketing plan involving:
• Setting the objectives of the marketing program
• Setting the strategies to achieve the objectives
• Setting the tactics for implementing the strategies
Planning a Business Event:
• Analyse the environment
• Set objectives
• Decide on specific actions needed to reach the objectives
• Provide feedback
Marketing for destinations and venues:
• Must understand market position
• Must understand market competitors
• Must understand current trends
• SWOT analysis
• PESTLE analysis
Market Segmentation: sub-dividing the market into homogeneous subsets of customers which can:
• Become the target market • Be influenced by a distinct marketing mix.
Market Positioning: Influencing the perception of people in the target market
Marketing Objectives:
• Short term (1-2 years) - will be specific to an
individual business event
• Long term (3+ years)
• Can be specific or multiple
• Must be: related to action plan and involve all
elements of the marketing mix
Marketing Tactics:
• Reach – percentage of a target market that is reached by a campaign
• Frequency – number of times an individual is exposed to a message over the period of the campaign
• Impact – effectiveness of a media vehicle or communication piece, being noticed, believed and/or acted
upon
• Timing – scheduling of a campaign in relation to the staging of the event
Advertising – Promotions Management:
• Planning - analysing the media vehicles through which the marketing message will flow
• Buying - negotiating the placements in the selected media vehicles
• Developing- the content of the marketing message
• Producing - the material to carry the marketing message
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Integrated marketing communications: marketing activities with a common focus on the marketplace or a custo(cid:373)er seg(cid:373)e(cid:374)t . The e(cid:454)ecutio(cid:374) of each i(cid:374)di(cid:448)idual piece of the i(cid:374)tegrated (cid:373)arketi(cid:374)g pla(cid:374) is co(cid:374)siste(cid:374)t (cid:449)ith, a(cid:374)d supportive of, each of the other pieces of the plan. Marketing for business events: addresses the functions that facilitate business development, cultivate economic and political support, and shape the image and value of the event project. Planning a business event: analyse the environment, set objectives, decide on specific actions needed to reach the objectives, provide feedback. Marketing for destinations and venues: must understand market position, must understand market competitors, must understand current trends, swot analysis, pestle analysis. Market segmentation: sub-dividing the market into homogeneous subsets of customers which can: become the target market, be influenced by a distinct marketing mix. Market positioning: influencing the perception of people in the target market. Marketing objectives: short term (1-2 years) - will be specific to an individual business event.
