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MARK5810 Marketing Communication

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MARK5810 Marketing Communication

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MARK5810 Marketing Communication

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Course Code: MARK5810
University: University Of New South Wales is not sponsored or endorsed by this college or university

Country: Australia


Nominate a business of your choice to develop and apply knowledge of marketing communication industry. The business that you choose maybe a business that you own, manage or currently work in. Alternatively, you may use a business that you have ab in or a theoretical business.
Process on how you could develop knowledge and identify future trends within the marketing communications industry and explain how you could:Identify and access sources of information on the marketing communication history Seek information on the structure and operation of the marketing communication industryObtain information on marketing and communication industry sectors, associations, net works and societal roleIdentify and access information on key stake holdersApply industry information appropriately in everyday activities related to typical work roles.Research developments for makreting communciation within digital communication technology.Scope the relative impact of new and alternative technologies on the industry.Apply information on future trends in everyday activities related to typical work roles.Conduct formal and informal research to update general knowledge of the industry continuously.Monitor current issues of concern for the industry. 


I own a marketing communication business named X Ltd. which is an agency providing communication and advertising facilities to other organizations. The main processes X Ltd. indulges into are-

Sales promotion
Direct marketing
Personal selling
Interactive marketing
Word of mouth marketing

In crux the main aim of the Marketing Communication is to market all the ideas and message of the organization to the public on all the possible platforms available in the market space (Varey, 2002).
Operation in Marketing Communication-On topmost position is the CEO followed by managers and then the marketing manager. He divides his team in two broad categories- offline marketing team and the online marketing team. The offline (traditional marketing) consists of offline advertising through print, public relations, direct selling and word of mouth marketing. The other team works over all the digital platforms like social media sites and work over SEO and SEM. Digital campaigns are also a part of online marketing (Egan, 2014). 
The industry marketing communication works for has become wide. Earlier it was related to media companies but now every company deploys a team to promote its business. The society too has become receptive for such promotions and now marketing has in itself become a different domain to face competition into. The media buyers and owners too have risen in the market and media management has risen because of such demand (Varey, Marketing Communication: A Critical Introduction, 2002).
The key stakeholders in marketing communication are-

The company whose brand has to be promoted.
The media agency which will market the brand.
The target audience to whom the message will be communicated to.
The competitors who would be ready to tap the new methods used for communication.
The strategic partners.
The employees as well as the leadership team involved(Juska, 2017).
The government who regulates and keep the check over any sort of violations.

The content we see on pamphlets and billboards is an example of offline marketing which is prominent and neglected many a times. Visiting cards is also one of those examples.
With advent of technology there has been rise in new innovative ways of promoting the business. The new upcoming trends are-

Video campaigns
Pop-ups on the screens
SEO and SME and increasing the viewership on sites.
Rise of applications

In day-to-day life all of us use applications over our phones for almost everything. The content we see on the screen, the advertisement pop ups and all the content seen on any form of screen falls under this and we have used this in our lives so normally that we do not even realize. The entire PR campaigns are launched through digital forums for the public.
The new technology has given rise to small players and they can easily market themselves at a very low cost.
The current trends are-

Rise of hashtags
Small OTT ads

The various issues related to current times are-

Safety issues of the content
Privacy of the information of the customer digital media being treated as a bubble in the economy.
Rise in monetary and other frauds.

Egan, J. (2014). Marketing Communications. London: Wiley Publications.
Juska, J. (2017). Integrated Marketing Communication: Advertising and Promotion. London: Wiley Publications.
Varey, R. (2002). Marketing Communication: A Critical Introduction. London: Cengage Publications.
Varey, R. (2002). Marketing Communication: Principles and Practice. New York: Cengage Publications.

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