Marketing Tools

WELCOME!
DBI 3114
Marketing Tools
Lecture 1:
Introduction to Marketing
Communication
Pickton & Broderick, Integrated Marketing Communications, 2/e (c) Pearson Education Limited 2005
OHTPickton & Broderick, Integrated Marketing Communications, 2/e
OHT 1
Pearson Education Limited 2005
Main Text
Integrated
Marketing Communications
2nd edition
FT Prentice Hall
Dave Pickton
and
Amanda Broderick
OHT 2
Pearson Education Limited 2005
Unit Code
DBI3114
Title
Marketing Tools
Teaching period
5Sept 2Dec
Year
2011
Group
DIPLOMA
Day/s
Tuesday
Wednesday
Thursday
Friday
Time(s)
10.30 11.30am
9.30 - 10.30am
3.30 - 5.30pm
10.30am 12.30pm
No of
Weeks
12
Room/s
G705
G407
B508
B309
Location
Lecture Room
Lecture Room
Tutorial Room
Tutorial Room
Total Hours 56
OHT 3
Lecturer:
Miss Cathy Ling
Office location:
B337
Office contact:
260 705 (Direct) or 416 353

(Ext 7705)
Email address:
cling@swinburne.edu.my
Consultation Time: Please make an appointment.
OHT 4
Unit Aims
Students will be introduced to the broad areas of

Personal Selling, Advertising, Sales Promotion
and Public Relations.
Focus will be on understanding the roles and
effectiveness of these communication tools to
achieve different marketing objectives, as well as
a practical approach to develop skills and
competencies in utilizing these tools.
OHT 5
4.
Assessment Details Graded Assessment and Linkage
Assessment Outline (NB Assessment task to be linked to learning outcomes)

Assessment Task
Weighting Elements (Learning Objectives) Due Date
Minor Assignment (Individual work) 20%
1-2
Week 5, Fri, 7Oct by

12pm.
Major Assignment (Group work)
25%
1-6
Week 10, Fri, 18Nov by

12pm.
Presentation (Group work)
10%
1-6
Week 11, Fri, 25Nov

during Tutorial
Class participation
10%
1-6
Final examination
35%
1-6
OHT 6
Assessment 1: Minor Assignment (Individual Work)
Students will be assigned with a company from one of the following industries
by the lecturer during Week 1 Lecture: Fast Food, Pharmaceutical and Fast
Consumer Moving Goods.
The task:
Each student has to do a broad analysis of the assigned company to
(a) Summarise a brief background of the company;
(b) Select a product and give a brief description of the product;
(b) Identify the target audience for the selected product;
(c) Discuss the marketing communication tools used to market the selected
product;
(d) Evaluate the effectiveness of the marketing communication tools used;
(e) Briefly recommend how the organisations communication strategies can
be improved.
Word limit:
In no more than 1500 words, you are to produce a report based on the broad
analysis. The requirements of the report are indicated below.
OHT 7
Assessment 2: Major Assignment and Presentation

(Group work 3-4 students)
Each group will be assigned with a new product of an assigned company by the
lecturer in Week 5. The group has to briefly describe and discuss the following:
(a) Background of the company;
(b) The product;
(c) The potential target audience for the product; and
(d) The marketing communication tools that your group thinks can effectively
reach the target audience. The group must provide justification of the
effectiveness of the marketing communication tools selected.
The task:
Your group needs to submit a polished professional report on the assigned

product. Please refer to the Summers and Smith (2006) book to follow the
conventions for report writing. You will be assessed on report format and style
as well as content.
Word limit:
Your final report must be no longer than 2500 words (excluding title page,
executive summary, table of contents, in-text references, and reference list).
Reports that are too long will be penalised. The requirements of the report are
indicated below.
OHT 8
Presentation (Group Work)
You will need to work with your group to create an effective and
creative professional presentation that demonstrates good team
work as well mastery of the subject matter and presentation
skills.
You will need to identify key points and work out how to
summarise information effectively so you can present a creative,
concise, coherent, and informative presentation.
A brief presentation does not mean content should be simplistic
you need to demonstrate your understanding and analytical
skills.
Each member of the group must be involved in some element of
the preparation AND must present a section of the presentation.
Your presentation mark is based on the skills of all group
members so it is therefore important to practice and help each
other to improve the overall presentation.
OHT 9
Lecture
Week 1
Tutorial
Introduction to Marketing Communications
Chapter 1
Personal Selling
Chapter 31
Chapter 1
Chapter 31
Chapter 31
Chapter 31
Chapter 31
5-9Sept
Week 2
12-16Sept
Week 3
Sales Force Structure
19-23Sept
Week 4
Selling and Negotiations
26-30Sept
Week 5
Advertising
Minor Assignment Due
Chapter 26
Chapter 31
3-7Oct
Week 6
Types of Advertisements
Chapter 26
Chapter 26
Chapter 26
Chapter 26
Chapter 28
Chapter 26
Public Relations
Chapter 24
Chapter 28
Scope of Marketing Public Relations

Major Assignment Due
Chapter 24
Chapter 24
Implementing Marketing Public Relations

Presentation
Chapter 24
Chapter 24
Effectiveness of Marketing Public Relations

Revision
Chapter 24
Chapter 24
10-14Oct
Week 7
Mid Semester Break 17-21Oct

Producing Advertisements that work
24-28Oct
Week 8
Sales Promotion
31Oct-4Nov
Week 9
7-11Nov
Week 10
14-18Nov
Week 11
21-25Nov
Week 12
28Nov-2Dec
Pickton & Broderick, Integrated Marketing Communications, 2/e

Pearson Education 2005
OHT 10
Blackboard Site for this Unit of Study
Important information concerning this unit of study is placed on a

website on the Swinburne course management system (Blackboard),
accessible via http://blackboard.swinburne.edu.my
It is your responsibility to access on a regular basis
the Blackboard site for your unit of study,
the Announcements section on Blackboard, and
any emails sent by the teaching staff to your email address via
Blackboard.
You are expected to look up the following areas on a frequent basis:
Learning Materials to get your lecture Power Point slides, tutorial
materials, and helpful links to assist your study of marketing
Announcements for important information pertaining to the course
Subject Outline
OHT 11
Minimum requirements to pass this unit of study:
In order to achieve a pass in this unit of study,

you must:
Complete all individual and group
assessments; AND achieve a minimum of
50% in total aggregate marks.
OHT 12
What is Marketing Communications?

All the promotional elements of the
marketing mix which involve the
communications between an organisation
and its target audiences on all matters that
affect marketing performance.
(Pickton & Broderick 2005)
OHT 13
Marketing Communications
An essential part of the marketing mix the

fourth P
Marketing Mix:
Product
Place
Price
Promotion
OHT 14
What is Marketing
Communications?
Is Marketing Communications
a fancy term for Promotions?
- in many ways it is, but it is a more

-
comprehensive and more accurate

term.
it is a collection of promotional and
communications activities.
OHT 15
Communication Process
SENDER
Who?
Communications often
include miscommunications
encoding
MESSAGE
Noise and
interference can
often create
confusing marketing
communications
noise
Says what?
MEDIA
By which means?
decoding
RECEIVER To Whom?
With what effect?
OHT 16
Communication Process
Communication process describes how messages are sent from the sender to
receivers.
There are four basic components: The sender, the message, the media (which
carries the message e.g. a leaflet or poster or TV, etc.) and the receivers, the
audiences for the message.
noise is created as the sender decides on the messages to be sent (encoding)
and the receivers try to make sense of them (decoding).
Message received by target audience(s)
No Direct Action may be taken or .

Action
Purchase/Consumption
Communication with others (Word of Mouth)
Other actions
OHT 17
What is Target Audience?
Those individuals or groups that are

identified as having a direct or indirect
effect on business performance, and
are selected to receive marketing
communications.
OHT 18
Who is the Decision Making

Group or Decision Making Unit
(DMU)?
A range of people influence decisions

to buy, use or take whatever form of
action may be intended by the
marketing communicator.
OHT 19
The Decision Making Unit (DMU)

Target Audience(s)
The Decision Making

Unit (DMU)
USER
DECIDER
BUYER
SPECIFIER
OHT 20
Other Influencers
Target Audience(s)
Other Influencers
Think about the range of people who might

influence our potential customers/consumers
either favourably or unfavourably.
Eg Friends, Relations, Peers, Social

Groups, Opinion Leaders
OHT 21
Other Influencers
Target Audience(s)
Other Influencers
Are there other people that you can think of?

Think of others who might influence our
company or brand performance either
favourably or unfavourably.
Eg Employees, Trade/Channel
Members, The Media
OHT 22
Promotional/Marketing Communications Mix
Forms a wheel interlinking all the

different marketing communications elements
together all those promotional elements
that we think of as marketing
communications.
There are many different marketing
communications activities but it is usual to
categorise them under specific headings.
Together they are called the marketing
communications mix or promotional mix.
OHT 23
4 Promotional/Marketing Communications Mix?

Advertising
Public
Relations (PR)
Sales Promotions
Personal Selling
OHT 24
Public
Relations
Advertising
Personal
Selling
Sales
Promotions
OHT 25

PUBLIC
RELATIONS
ADVERTISING
SALES
PROMOTIONS
PERSONAL
SELLING
INTEGRATION
OHT 26
Public Relations
Publicity
Product
Sponsorship
placement
Customer service
Advertorials
Lobbying
Telesales
TV ads
Radio ads
Demonstrations
Advertising
Personal
Trade sales Selling
Poster ads
Packaging
Direct mail
Merchandising
Direct response Discounts
Point of Sale Exhibitions
ads
Sales
Promotions
OHT 27
Product placement
OHT 28
Product placement
OHT 29
Product placement
OHT 30
Advertorials
OHT 31
Advertorials
OHT 32
Trades sales
OHT 33

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WELCOME!

Miss Cathy Ling

260 705 (Direct) or 416 353

Consultation Time: Please make an appointment.

Students will be introduced to the broad areas of

Assessment Details Graded Assessment and Linkage

Assessment Outline (NB Assessment task to be linked to learning outcomes)

Weighting Elements (Learning Objectives) Due Date

Minor Assignment (Individual work) 20%

Week 5, Fri, 7Oct by

Major Assignment (Group work)

Week 10, Fri, 18Nov by

Presentation (Group work)

Week 11, Fri, 25Nov

Assessment 1: Minor Assignment (Individual Work)

Assessment 2: Major Assignment and Presentation

(a) Background of the company;

(b) The product;

(c) The potential target audience for the product; and

Your group needs to submit a polished professional report on the assigned

Presentation (Group Work)

Introduction to Marketing Communications

Sales Force Structure

Selling and Negotiations

Scope of Marketing Public Relations

Implementing Marketing Public Relations

Effectiveness of Marketing Public Relations

Mid Semester Break 17-21Oct

Pickton & Broderick, Integrated Marketing Communications, 2/e

Blackboard Site for this Unit of Study

Important information concerning this unit of study is placed on a

Minimum requirements to pass this unit of study:

In order to achieve a pass in this unit of study,

What is Marketing Communications?

An essential part of the marketing mix the

- in many ways it is, but it is a more

comprehensive and more accurate

No Direct Action may be taken or .

What is Target Audience?

Those individuals or groups that are

Who is the Decision Making

A range of people influence decisions

The Decision Making Unit (DMU)

The Decision Making

Think about the range of people who might

Eg Friends, Relations, Peers, Social

Are there other people that you can think of?

Promotional/Marketing Communications Mix

Forms a wheel interlinking all the

4 Promotional/Marketing Communications Mix?

Promotional/Marketing Communications Mix

Promotional/Marketing Communications Mix

Promotional/Marketing Communications Mix

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