Development of an Integrated Marketing Communication Strategy

Development of an
Integrated Marketing
Communication
Strategy

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
P1. Evaluation of different types of marketing channel and their ways to service
communication objectives of hospitality organisation................................................................1
P2. Developing communication objectives of organisation........................................................3
P3. Justification for selection as well as integration of communication channels.......................4
P4. Creation of marketing communication plan which helps to meet communication objectives
of enterprise.................................................................................................................................5
P5. Critical evaluation of marketing communication plan in relation of communication
strategy, channel choice as well as creative content....................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing communication is one of important term for business as it helps business to
communicate their message to customers in order to increase awareness of their products,
reminds customers about their products and motivate them to buy their products (Arnold, 2017).
There are different types of marketing communication channels including advertising, digital
marketing, personal selling, sales promotion. This project reports includes study of Marriott
Hotel and resort which is America based company operating in different parts of world. It is
established J. Willard Marriott in the year 1927. This projects report includes discussion of
different types of channel for marketing communication and their ways to attain business
objectives. It devises objectives of communication of business and justify channel selection for
business. It also includes design of channel and communication objectives and implementing
marketing communication plan.
MAIN BODY
P1. Evaluation of different types of marketing channel and their ways to service communication
objectives of hospitality organisation
Marketing communication refers to process which increase awareness in customers related to
products, remind them and persuade customers in order to purchase products offered by
enterprise (Arora, Arora and Sivakumar, 2016). Marketing is focused with creation of desire
among buyers for purchase of goods and service and also implementing their actions into final
purchase. There is different method of marketing communication which are mentioned below:
Advertisement: Advertising refers to paid form of communication channel of marketing which
is conducted for purpose of promotion as well as selling goods, service, idea with message of
organisation. Advertisement are sponsored by those businesses which are willing to promote
other business and their products. Advertising channels includes television, magazines,
newspaper, radio, billboard. Organisation need to select advertising content for products and
service offered by then in order to target large customers base within less time. All these
advertising efforts helps organisation in attracting customers towards their brand. Advantage and
disadvantage to Marriott Hotel and Resort from advertisement are as follows:
Advantage Disadvantage
 It helps organisation to reach large  In this mode of marketing, organisation
1