PBL session 6
Marketing Communication Plan 1. Compare different marketing communication planning models: what are the stages? In Belgium I studied the book Communicatie Handboek ( Wil Michels , 2013), which is in Dutch. The book had an entire chapter about Marketing Communications and was structured according to a marketing communication plan. The steps were as follows (translated to English from Dutch): Decide the core value of the brand : what does the brand stand for? What's its DNA? What makes it unique? Research (customers, competition and society ): why do people buy something? What do the competitors do? What lives in the society? Decide the marketing communication target market : who do you aim for? This stage involves segmentation Decide the marketing communication goals : what do you want to achieve? Decide the proposition : what do you promise your clients? Decide the marketing communication strategy : how are we going to achieve the goals?...