Marketing Communication & Branding Strategy: Marketing Communication Tools - Lesson 3 скачать в хорошем качестве

Marketing Communication & Branding Strategy: Marketing Communication Tools - Lesson 3

How do brands transform communication tools into strategic assets? In this postgraduate-level lecture, Professor Frank explores the strategic and tactical dimensions of Marketing Communication Tools and explains how Integrated Marketing Communication, social media, and partner relationship management work together to build powerful brands. This session moves beyond theory and examines how communication tools must be coordinated, measured, and aligned with business objectives. The lecture covers: • Integrated Marketing Communication and the importance of message consistency • How brands create synergy across advertising, public relations, digital media, and promotions • The strategic role of social media in engagement, targeting, and performance measurement • The power of user-generated content and real-time communication • Managing partner relationships to strengthen brand delivery and reputation • The difference between branding and public relations in stakeholder management Real-world illustrations include Dove’s Real Beauty campaign, GoPro’s community-driven strategy, and examples from Malaysian brands such as Petronas and local digital businesses leveraging Instagram and TikTok. This lesson is ideal for: • Undergraduate and postgraduate marketing, management and business students • Marketing communication professionals • Brand managers • Researchers in branding and strategic communication By the end of this lecture, you will understand that marketing communication tools are not isolated tactics. They are interconnected mechanisms that must align with strategic intent to create measurable impact. In today’s competitive landscape, integration creates clarity. Engagement creates loyalty. Strategic coordination creates advantage. Subscribe for more postgraduate lectures on marketing communication, branding strategy, and business performance. #MarketingCommunication #IntegratedMarketingCommunication #SocialMediaMarketing #BrandStrategy #MBA #DigitalMarketing