MKF3461 Marketing Communication Summary Notes

Description

Organised and colour coded notes for MKF3461. Includes notes from online lectures, lecture readings and class discussions. Definitions are outlined in blue font. Examples are outlined in purple font. Topic 1 | The Role of Marketing Communication; IMC and its Components Topic 2 | Value Relationships in Communication: Brands, Branding and IMC, IMC Planning Topic 3 | How Communication Works Topic 4 | Target Markets and Target Audiences; Brand Positioning Topic 5 | Creative Strategy and Execution Topic 6 | Where to Communicate; Media Choices Topic 7 | Media Planning, Strategy and Execution; Budgeting Topic 8 | Deconstructing the IMC Components: Advertising Topic 9 | Deconstructing the IMC Components: Direct Marketing Topic 10 | Deconstructing the IMC Components: Public Relations, Sponsorship Topic 11 | The Broader Communication Environment: Global Campaigns Topic 12 | How Effective and Efficient is Communication: Measuring Performance