Marketing & Digital Communications
MKTG3019
UC CONTACT DETAILS
Michael Lwin
[email protected]
+61 02 9685 9996
vUWS
- Regular notices and reminders
- Consultation time: Tues 3pm – 5pm
- Assignment submission
- Deadlines
LEARNING GUIDE
- Unit Learning Outcomes
- Assessments
- Teaching & Learning Activities
TEXTBOOK
Integrated Marketing
Communications 6e by
Luck, Barker, Sassenberg, Chitty, Andrews, Shimp
REFERENCING &
PLAGIARISM
Harvard Referencing Style
WSU Library
UNIT EXPECTATIONS &
SESSION STRUCTURE
- 1 hour online activities
- 2 hours in-class activities
- Understand the theory and apply
INCLASS PARTICIPATION
Come prepared
Bring your creative hat
Analyse, analyse, analyse
ICE BREAKER ACTIVITY
Your name & 1 thing cool, fun, or interesting about
yourself
Know the industry
Read 1 x article from one of these sites before you
come to the class
https://mumbrella.com.au/ http://www.adnews.com.au/
https://www.adweek.com/
Marketing and Digital
Communications
Learning Objectives
LO1: Marketing and Digital Communications Process
LO2: Tools in marketing communications
LO3: Communication decisions
Watch the video on vUWS
Module 1
LO1: Marketing and Digital
Communications Process
The planning, developing, implementing and evaluating brand
communication programs of all marketing and digital activities.
Makes use of a combination of marketing communication tools. i.e.
social media, influencers, YouTube ads, Google ads, television ads,
radio ads, print ads, etc.
A strategic process aimed at enhancing brand equity by:
• providing a consistent message
• targeting a group of consumers
• creating unique mental associations
• optimising long-term value of the brand.
LO1: Marketing and Digital
Communications Process
• The brand is the key to marketing and digital communications.
• Brands can be an invaluable asset. Successful brands can create
barriers to entry for competitors.
• Rise of digital disruption and on-demand everything.
• A shift in marketing spend: traditional mass-media is becoming
less effective and cost-efficient.
• Increased reliance on databases and big data: allowing a more
targeted approach.
LO1: Marketing and Digital
Communications Process
LO2: Tools of the marketing
communications mix?
Class Activity - 5 minutes
Go to vUWS Module 1:
Communicatiaation Mix activity
Kellogg's is launching a new product: Fair Trade
Approved Vegan Cereal.
Recommend a marketing communications mix to
launch this new product.
LO3: Communication decisions
Positioning Targeting
Setting
Budgeting
objectives
LO2: Positioning and Targeting
• A brand’s position is directly related to the target segment.
• The position represents the brand’s meaning and shows off its
uniqueness.
• Targeting offers a cost-effective approach to communications.
• Positioning and targeting encompass demographics, values and
lifestyles.
LO3: Communication Decisions
LO3: Communication Decisions
Evaluate
program
Establishing
momentum
Selecting media and
incorporating digital media
Create the
messages
Select the mix of
communication
elements
LO3: Communication Decisions
• Communication tools are used to build the brand.
• Brand equity is used to measure the value of the brand.
• A ‘brand’ is:
• name
• term
• Sign
• symbol or design
• Using these elements, a brand can identify and differentiate
from competitors.
LO3: Communication Decisions
• How can we build brand equity?
Brand
awareness
Brand image
(strong and unique
Brand equity
(familiarity with (Two dimensions form brand
brand associations) knowledge.)
the brand)
Class Activity - 5 minutes
How does the ad build brand equity?
Class Activity - 5 minutes
How does the ad build brand equity?
Class Activity - 5 minutes
How does the ad build brand equity?
LO3: Brand Awareness
• Move brands from a state of
unawareness to awareness TOMA
• To recall
Brand recall
• Ultimately move to
top-of-mind awareness (TOMA)
Brand recognition
Unaware of brand
LO3: Brand Image
• The associations (specific thoughts and feelings)
about a particular brand
• Stored in memory
• Recollections of experiences
• Conceptualised as:
1. type
2. favourability
3. strength
4. uniqueness
LO3: Brand Image
Class Activity – 20 minutes
Describe the awareness and image of
Model 3.
Describe the brand associations.
Next Session:
Segmentation and Targeting
Communication Framework
Form Groups
