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Importance on Marketing Communication

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Added on  2020-04-07

Importance on Marketing Communication

   Added on 2020-04-07

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MARKETING
Importance on Marketing Communication_1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Was a rebranding needed?...............................................................................................................1In what ways has the brand been changed?.....................................................................................1How effective are these changes?....................................................................................................2How is the university positioning itself?.........................................................................................2How is this positioning being communicated?................................................................................3What does making ‘impact through empathy’ mean?.....................................................................3Is the communication working?.......................................................................................................4How well is the ‘rebranding’ working?...........................................................................................4Will the branding make any difference to students selecting a University?....................................4What recommendations would you make?......................................................................................5CONCLUSION................................................................................................................................5REFERENCES................................................................................................................................7
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INTRODUCTIONMarketing communication plays the most significant role as it allows the company issharing information regarding its products and services. Further, it is all about sharing service-related information with the target market in order to attract them appropriately. In marketing,the most crucial elements involve branding, promotion, advertising, etc. through which itbecomes possible for the business to strengthen the relationship with its target market in everypossible manner. The present study carried out is based on ACU brand which is a publiclyfunded university with seven campuses around Australia. ACU offers education services wherestudents can opt for the different type of courses as per their real expertise[ CITATION Aus17 \l1033 ]. The present report focuses on marketing communication strategies of ACU along withthe positioning tactics that are employed by the business to target its customers. Apart from this,branding strategies of the business have also been undertaken so as to know whether they areeffective or not. WAS A REBRANDING NEEDED? In case of ACU, the new branding has taken place where it has been identified thatAustralian Catholic University has introduced new brand which has been developed inpartnership with brand consultancy push collective. It is the guiding principle of creating “Impactthrough Empathy.” Further, the new brand identity has been represented with the help of visualand verbal identity[ CITATION Bid17 \l 1033 ]. It has been highlighted for the first time in amulti-channel open day campaign. The rebranding was needed as a large number of challengesare present in the market that is adversely affecting ACU such as competition where otheruniversities are also offering education services and in order to position education services in adifferent manner it is necessary for ACU to rebrand itself. Apart from this, another importantreason is awareness where a large number of students can know about education services ofACU, and this is the main reason behind rebranding. IN WHAT WAYS HAS THE BRAND BEEN CHANGED?The new brand of ACU will change in a large number of ways where it has beenidentified that it will deliver the unique experience to the stakeholders[ CITATION Zen17 \l1033 ]. The new brand will bring change in different areas that involve research, studentengagement, service excellence, etc. Apart from this, it has focused on some other areas such asreshaping culture, the student experience, and course offering. ACU believes in building the1
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