Management: Develop and apply knowledge of marketing communication industry

Learn about the issues and trends in the marketing communication industry and how to develop and apply knowledge in this field. Explore different marketing networks and structures, as well as technological advancements in marketing communication. Discover the principles of marketing communications and media strategies, and explore employment opportunities in this industry. Update your industry knowledge through mentorship, reading trade publications, networking, and conducting online research.

Running Head: MANAGEMENT 0
Management
Management: Develop and apply knowledge of marketing communication industry
(Student details :)
2/20/2019

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Contents
Management: Knowledge Based Questions...............................................................................2
Solution 1...................................................................................................................................2
An increased complexity in consumers’ purchasing decisions..............................................2
A more prevalent personalization in product design and marketing communications..........2
Mobile communication ways are becoming the hub of marketing industry..........................3
Solution 2...................................................................................................................................3
Segment-centric marketing structures....................................................................................4
Product-centric marketing structures.....................................................................................4
Channel-centric marketing structures....................................................................................4
Geography-centric marketing structures................................................................................5
Function-centric marketing structures....................................................................................5
Solution 3...................................................................................................................................5
Augmented Reality.................................................................................................................5
AI assistants...........................................................................................................................5
Virtual Reality........................................................................................................................5
Data Visualization..................................................................................................................5
Solution 4...................................................................................................................................6
Solution 5...................................................................................................................................7
Solution 6...................................................................................................................................8
Mentorship.............................................................................................................................8

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Reading Trade Publications...................................................................................................9
Network..................................................................................................................................9
Conducting Online Research..................................................................................................9
References..................................................................................................................................9

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Management: Knowledge Based Questions
Solution 1
The major problems which marketing brands face currently are the results of issues as well as
trends in marketing communication industry. This is because of the fact that most of the
marketers have not updated marketing communication strategies according to the millennials
consumers. Today’s customers are more demanding from the customer service point of view
as well as less loyal to favourite brands (Fill & Turnbull, 2016).
As recent era’s consumers are more resistant to conventional marketing communication
strategies hence these are the issues and trends those are affecting the marketing
communicating industry:
An increased complexity in consumers’ purchasing decisions
As today’s consumers utilise various kinds of media for making shopping decisions from
Facebook to YouTube to and hence segmentation for the marketing communication industry
is becoming progressively harder and more complex (Becker et al., 2013).
A more prevalent personalization in product design and marketing
communications
This trend is bringing a positive change in marketing communication industry as through
social media as well as flexible manufacturing, most of the companies are learning to provide
customized products as well as designs to their customers (Putnam & Nicotera, 2009).

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Source: (Fill & Turnbull, 2016)
Mobile communication ways are becoming the hub of marketing industry
There are many social media communication ways which are helping marketing
communication industry to deliver targeted ads to their customers. For an example, Whatsapp
is providing their users’ phone numbers to Facebook so that they can send the relevant
favourite products’ ad to the users’ devices. This trend of marketing industry is beneficial to
some extent when users’ data and devices are protected from any kind of data breach
otherwise it is a challenge for marketing industry to use this way of effective marketing
(Zheng et al., 2010).
Source: (Cooren et al., 2011)

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Solution 2
Marketing communication industry can be further categorized into sixth
different marketing networks as follows:
 Sales promotion
 Advertising
 Public relations
 Personal selling
 Direct marketing
 Customer service (Putnam & Nicotera, 2009).
In this way, knowing these above mentioned six major networks of marketing
communication helps in better organizing selling efforts. Furthermore, marketing
communication industry structures are categorized in five major types and can be given as
follows:
Segment-centric marketing structures
This type of structure is used when consumer segments show distinctly different
requirements. The main advantage of this structure is it enhances Omni channel experience
through the consumer-centric approach. Drawback is that it may create operational
duplication.

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Source: (Austin & Pinkleton, 2015)
Product-centric marketing structures
These are the kind of structures where organizations are highly product-centred rather than
customer-centred. The main advantage of this structure is that it provides deep product-
marketing expertise which ultimately improves the firm’s ability to build products feedback
loops. However, it can cause up-selling and cross-selling to be more difficult (Fill &
Turnbull, 2016).
Channel-centric marketing structures
This marketing structure is utilised when the entire business is organized on the basis of
purchasing channels. It evolves deep expertise in specific channels as well as can impede an
Omni channel experience.

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Geography-centric marketing structures
It is utilised when the organization’s consumers value local responsiveness as well as speed.
Hence, it provides local responsiveness as well as nuance.
Function-centric marketing structures
These kind of marketing structures are used when firms have a sole brand or they want deep
expertise in the field of marketing (Fill & Turnbull, 2016).
Solution 3
A creative transformation of marketing industry can be depicted through the amount of time
we spend on mobiles, tablets as well as laptops. Hence, now the challenge for popular and
unpopular brands is to effectively connect with consumers with the help of these above
mentioned devices in real-time as well as create campaigns which can work across social
media, e-commerce and display advertising (Farhadi et al., 2012). There are many famous
communication technologies which are being current used on various platform and devices
are as follows:
Augmented Reality
As there are millions of mobile users which are attracted towards augmented reality concept,
hence marketers have started racing to create new AR apps to take an advantage of AR games
as well as apps. In this way, AR is the technological platform to find new way to engage
customers through bridging the gap amid physical and virtual world (Farhadi et al., 2012).
AI assistants
Personal digital AI assistants like Siri and Cortana can be seen as two landmark models of AI
systems which are efficiently capable of communicating with customers.

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Virtual Reality
With the help of VR capabilities, advertisements as well as promotional messages are now
occupied from an immersive realm and online shopping.
Data Visualization
This technological platform offers access to huge amounts of consumers’ data through which
marketing organizations can access to important insights related to consumers’ behaviour that
subsequently leads to a better marketing campaign (Zheng et al., 2010).
In this way, there are so many technological ways through marketing communication is
becoming easier as well as efficient. Other examples are marketing communication, machine
learning algorithms and Internet of Things (IoT) (Management Study Guide, 2017).
Solution 4
Here is the list of the principles of marketing communications as well as media strategies:
The seven Ps of Marketing communication industries are the principles as after developing
a marketing strategy, the Seven P Formula should be used in order to evaluate and re-
organize the business activities (Fill & Turnbull, 2016). In this way seven principles of
marketing communications include Product, Place, Price, Packaging, Positioning, Promotion
and People. For an instance, product marketing concept defines that while marketing any
product, company need to consider all key features and benefits including styling, quality,
repairs, and accessories which can be desired by the customers. In addition, a company must
identify how much their customers can pay along with the profit margins as well as payment
methods and other investment costs. To attract customers and retain your competitive
advantage, you may also wish to consider the possibility of discounts and seasonal pricing
(Martin & Nakayama, 2013).

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Apart from the above 7 Ps principles there are some media strategies principles which are as
listed below:
 Know customers from the granular level.
 Attempt to master the art of possibility
 Target those customers with whom company have the right to win
 Link Company’s consumer strategy to their overall identity in market
 Treat consumer as an asset whose value will grow in future
 Always try to ensure a seamless Omni channel experience
 Do not harm eco-system and adopt sustainable practices to preserve it
 Always excel in delivery step of business
 Always match organization’s culture with customer strategy
 Keep re-organize around the consumers behavior (Keller, 2013).
Solution 5
In order to identify employment obligations and opportunities in marketing communications
when we explore career in this field then we find number of different roles. Hence, jobs in
marketing communications include internet marketing jobs, traditional marketing jobs such
as radio, television or billboard marking (Farhadi et al., 2012). Employees’ role at the
marketing company can vary on the basis of skill set as well as the business needs. We can
identify the employment opportunities as well as obligations of this industry such as social
media positions to run online ads and marketing campaigns (Bowie et al., 2016). In this way,
based on employment role, marketing employment opportunities require specific industry
knowledge like consumer behaviour, market research, sales and competitor analysis.
Moreover, work experience is an important factor in this field yet some employers do not hire

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peoples who do not have degrees as the biggest obligation of this industry. In this context,
some famous and important business marketing jobs are as follows:
 Marketing Specialist
 E-Commerce Manager
 Social-Media Manager
 Email-Marketing Manager
 Advertising Coordinator
 Web Content Writer
 Search-Engine Optimization Specialist
 Web Producer
 Product Manager
 Marketing Data Analyst
 Advertising Manager
 Chief Marketing Officer
 Public Relations Manager
 Brand Manager (Fill & Turnbull, 2016).
 Digital Marketing Manager
 Media Buyer
 Digital Marketing Chief

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Source: (Littlejohn & Foss, 2010)
Solution 6
As we know that updating my industry knowledge will allow give me a competitive
advantage as well as helps me in the growth of my future career. In addition, to learn more
about industrial facts, concepts, principles and strategies I will update my knowledge on the
current issues and trends with the latest news in this industry (Austin & Pinkleton, 2015). I
will also schedule my time-table of each day for the industry education and research in a way
that all past experiences, info, knowledge as well as learning can be integrated and managed
to be successful at future workplace. Furthermore, I will utilise below listed ways to update
my industry knowledge:
Mentorship
I will find a mentor and update knowledge from this traditional way of professional learning
which involves fortifying the guidance of an individual who is more established in my
operational industry (Management Study Guide, 2017).

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Reading Trade Publications
I will create a daily reading habit of trade publications, even when the time is limited.
Network
I consider that networking is a way through which relaying and acquiring updated info about
industry is possible. Hence I will attend business meetings, conferences and to be social and
mingle (Becker et al., 2013).
Conducting Online Research
I will schedule my time from each day to get updated on recent industry happenings through
going online. I will set up Google news alerts for the topics of my interest, as well as
bookmark high quality industrial blogs and forums. I will create a LinkedIn profile along
with a business Twitter account to follow business accounts in my industry (Fill & Turnbull,
2016).
References
Austin, E.W. & Pinkleton, B.E., 2015. Strategic public relations management: Planning and
managing effective communication campaigns. London: Routledge.
Becker, J., Kugeler, M. & Rosemann, M., 2013. Process management: a guide for the design
of business processes. London: Springer Science & Business Media.
Bowie, D., Buttle, F., Brookes, M. & Mariussen, A., 2016. Hospitality marketing. London:
Routledge.
Cooren, F., Kuhn, T., Cornelissen, J.P. & Clark, T., 2011. Communication, organizing and
organization: An overview and introduction to the special issue. Organization Studies, 32(9),
pp.1149-70.

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Farhadi, M., Ismail, R. & Fooladi, M., 2012. Information and communication technology use
and economic growth. PLoS one, 7(11), p.e48903.
Fill, C. & Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. London: Pearson.
Keller, , 2013. Social Media and Interpersonal Communication. Social Work Today, 13(3),
p.10.
Littlejohn, S.W. & Foss, K.A., 2010. Theories of human communication. England: Waveland
Press.
Management Study Guide, 2017. Popular Theories of Organizational Communication.
[Online] Available at: https://www.managementstudyguide.com/theories-of-organizational-
communication.htm [Accessed 04 December 2018].
Martin, J.N. & Nakayama, T.K., 2013. Intercultural communication in contexts. New York:
McGraw-Hill.
Putnam, L.L. & Nicotera, A.M., 2009. Building theories of organization: The constitutive
role of communication. London: Routledge.
Zheng, W., Yang, B. & Mclean, G.N., 2010. Linking organizational culture, structure,
strategy, and organizational effectiveness: Mediating role of knowledge management.
Journal of Business research, 63(7), pp.763-71.

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