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don’t think like a consumer

Applying the key tools of marketing communications in an integrated manner in a variety of organisational contexts and market sectors

Considering the possible directions that marketing communications may be headed in the near future based on research and insight

see Module Handbook for recommended texts

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context analysis promotional objectives

promotional strategy

coordinated communications mix

implementation

Control and evaluation

strategy systems

functions resources

suppliers

other stakeholders

intermediaries

competitors

customers

political forces

social cultural forces

technological forces

economic forces

environmental forces

legal forces

external context…

technological

Your Notes PESTEL

Factors

Potential

Impact

Implications & Importance

About your organisation &

how the factors might impact

on marketing

for your organisation/SBU

Political

Economic

Social

Technological

Environmental

Legal

H = High

M = Medium

L = Low

U = Undecided

Time

Frame:

Short

Medium

Long

Type:

Opportunity

or

Threat

Implication:

Increasing

Reducing

Not yet

determined

Relative

Importance

H = High

M =

Medium

L = Low

segment characteristics

involvement

• Regional • National • International

• Age • Gender • Family

• MOSAIC • ACORN

• Income • Occupation • Education

• Religion • Race • Class

• Lifestyle • Personality

• Benefits sought • Purchase occasion • Attitude

• Usage rate • User status • Loyalty

key considerations...

purchasing approaches

stakeholder context...

Brand analysis

internal context...

• Push… to influence consumers

• Pull… to influence the channel members or provide

information

• Profile… to influence a range of stakeholders

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Sales Promotion

Direct Marketing

Public Relations

Personal Selling

Advertising

Target Audience

Media

Media Media

implementation…

different comms tools

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context analysis promotional objectives

promotional strategy

coordinated communications mix

implementation

Control and evaluation