Marketing Communication Overview

X-Factor Model

• Vision of Hogeschool PXL based on X-Factor model for excellent professionals and organizations.
• Key components:
  • (em)passie (passion) and empathy
  • Entrepreneurial and innovative approach
  • International collaboration
  • Multidisciplinary and interdisciplinary engagement

Marketing Communication

• Marketing communication is the visible part of the marketing mix focused on communicating with the target group and promoting products/services.
• Tools:
  • Paid, Owned, Earned media
  • Instruments include advertising, public relations, sponsorships, product placement, direct marketing, and web care.

Marketing Process

• The process consists of loading strategies and tactics aimed at achieving customer value.
• Four P's:
  • Product
  • Price
  • Place
  • Promotion

Evaluation and Assessment

• Group Project: Analyze marketing communication through a brand case
• Individual Assignment: Analyze a chosen campaign
  • Presentations scheduled for specific weeks with deadlines for submission

Integrated Marketing Communication

• Focuses on combining ATL (above-the-line) and BTL (below-the-line) communication efforts.
• Centralizes the consumer's experience through omnichannel approaches.

Corporate vs. Product Communication

• Corporate: Builds brand image, communicates mission and reputation
• Product: Highlights specific product benefits, encourages direct sales

Personal vs. Mass Communication

• Personal: Direct, one-on-one communication targeting specific individuals
• Mass: Broad approach via mass media reaching a large audience without personalization

Campaign Examples

• Super Bowl showcases a blend of sports and marketing, featuring high-profile ads and entertainment.
• Examples of marketing tactics utilized by various brands during this event.