Marketing Communications and Branding Strategy: Marketing Communication Planning - Lesson 2 скачать в хорошем качестве

Marketing Communications and Branding Strategy: Marketing Communication Planning - Lesson 2

How do successful brands ensure that every message they send creates real impact? In this postgraduate-level lecture, Professor Frank examines the strategic foundations of Marketing Communication Planning and explains why planning is the backbone of effective branding and business performance. This session explores how structured planning transforms communication from random activity into purposeful strategy. The lecture covers: • The role of marketing communication planning in aligning with business objectives • Market segmentation in both consumer and Business-to-Business contexts • The differences between emotional consumer decision-making and rational organizational buying processes • Product and brand positioning as a tool for shaping perception • Setting measurable marketing communication objectives • Strategic budget allocation and the importance of return on investment Real-world illustrations are discussed, including Malaysian examples such as Proton’s repositioning strategy and digital media trends within the local market. Global references such as Tesla are also examined to demonstrate how positioning influences brand perception. This lesson is particularly valuable for: • MBA and postgraduate marketing students • Branding and communication professionals • Researchers in marketing strategy • Business leaders responsible for communication planning By the end of this lecture, you will understand how segmentation, positioning, objectives, and budgeting must work together to create a coherent and measurable communication strategy. Effective communication does not begin with creativity. It begins with planning. Subscribe for more postgraduate lectures on marketing communication, branding strategy, and business management. #MarketingCommunication #MarketingPlanning #BrandPositioning #IMC #MBA #BusinessStrategy