Marketing Communication
Color-coding
Keywords
Definition/Explanation
Example
Book/Essay/Study
Other
Examination
Written exam in the first examination week.
• Combined with Marketing.
Books
• Marketing Communication Strategy by Floor and Van Raaij
Lecture One - Marketing Communication
Marketing Communication is contacting trade and/or consumers in order to influence their
knowledge, attitude and behavior into a direction favorable for marketing policy.
→ Advertising is not only for consumers, but it’s also very important for shops. But because we are
consumers, we only see our
Business plan is the entire enterprise, marketing, financials, personnel, sustainability, et cetera.
Marketing plan is the marketing share, turnover, money, marketing objectives, marketing tools, et
cetera.
Marketing communication plan is what communication objectives, strategy and media we use.
→ To change their knowledge, attitude and behavior. It generates
• Attention
• Awareness
• Knowledge
• Affection
• Involvement
• Behavior
• Added value
A basic marketing plan consists of:
• Internal analysis
• External analysis
• SWOT
• Confrontation matrix - strategic options
• Marketing mix
• Product
• Place
• Price
• Promotion → This is marketing communication
Color-coding
Keywords
Definition/Explanation
Example
Book/Essay/Study
Other
Examination
Written exam in the first examination week.
• Combined with Marketing.
Books
• Marketing Communication Strategy by Floor and Van Raaij
Lecture One - Marketing Communication
Marketing Communication is contacting trade and/or consumers in order to influence their
knowledge, attitude and behavior into a direction favorable for marketing policy.
→ Advertising is not only for consumers, but it’s also very important for shops. But because we are
consumers, we only see our
Business plan is the entire enterprise, marketing, financials, personnel, sustainability, et cetera.
Marketing plan is the marketing share, turnover, money, marketing objectives, marketing tools, et
cetera.
Marketing communication plan is what communication objectives, strategy and media we use.
→ To change their knowledge, attitude and behavior. It generates
• Attention
• Awareness
• Knowledge
• Affection
• Involvement
• Behavior
• Added value
A basic marketing plan consists of:
• Internal analysis
• External analysis
• SWOT
• Confrontation matrix - strategic options
• Marketing mix
• Product
• Place
• Price
• Promotion → This is marketing communication
