Developing and Applying Marketing Communication Knowledge

This report delves into the multifaceted world of marketing communication, examining its core principles, operational dynamics within enterprises, and strategies for identifying and engaging target markets. The report explores the roles and responsibilities of marketing communication employees, alongside the societal impacts of marketing practices, both positive and negative. It highlights the importance of continuous development in marketing communication to adapt to industry changes and maintain a competitive edge. The report further investigates current challenges in the convergent industry, such as market uncertainties and financial management. The second part of the report focuses on the practical application of communication within organizations, using Woolworth as a case study, analyzing the reasons for communication, its impact on the business environment, stakeholder analysis, and the application of marketing communication principles, ultimately considering how communication aligns with broader marketing and media strategies, and the role of digital technologies. The report provides insights into the development and implementation of effective communication plans within a dynamic business context.

Develop And Apply Knowledge
of Marketing Communication
Industry

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Marketing communication..................................................................................................3
2.The way marketing communication operates within enterprise..........................................4
3.The way target market and audience are recognised ..........................................................4
4. Roles and Responsibility of marketing communication employees...................................5
5. The way marketing communications impacts on community and society.........................5
6.Industry changes with mark1. Marketing communication..................................................6
2.The way marketing communication operates within enterprise..........................................6
3.The way target market and audience are recognised ..........................................................7
4. Roles and Responsibility of marketing communication employees...................................7
5. The way marketing communications impacts on community and society.........................8
7. Importance of developing market communication in industry...........................................9
8. Current issues in convergent industry................................................................................9
TASK 2..........................................................................................................................................10
1. The reason for using communication in Woolworth organisation...................................10
2. Importance of communication in business environment and its impact..........................11
3. Stakeholder Analysis........................................................................................................11
4. Legal, Regulatory, ethics and retail industry standards....................................................12
5 Work plan for fulfilling communication...........................................................................12
6. Employees interaction and communication with other while working on on communication
to get work plan finalised.....................................................................................................13
7. Application of Principles of marketing Communication..................................................13
8. The way communication fits into organisational marketing and media strategy.............14
9.Construction of communication........................................................................................14
10. Digital technologies, devices, platforms and their application in organisation..............15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing communication is the essential and complex element of marketing activities.
Marketing communication can be defined as all the messages and media used by firm for
making communication with customers. Market communication process includes various
activities such as advertisement, direct marketing, branding, selling, etc.
The study has focus on understanding the concept and importance of marketing
communication. It emphasizes on marketing communication process.
TASK 1
1. Marketing communication
Marketing information in convergent industry relies on combination of various option
that are referred to as promotional mix. The promotional mix include various elements such as
advertising, sales promotion, public information, direct relationship with customer, market
research and personal selling. The internet has also become the powerful source of gathering
information. It enables convergent industry to obtain information from wide range of consumer
and analyse their demands. The marketing manager select source of gathering information on the
basis of strategy that has been adopted by industry. The two strategies that can be adopted by
firm include push and pull strategy for gathering various information that can be used at the time
of developing marketing communication plan. A pull strategy is concerned with analysing
customer demand through source of advertising, public relation, and through sales promotion
method. On the other hand push strategy focuses on gathering information through personal
selling method. The marketing communication is also dependent on sound management
decisions for generating information (Liu,2015)
2.The way marketing communication operates within enterprise

Marketing communication function works within a marketing structure. Traditionally
marketing communication was referred to as promotional element that consists of 4 Ps includes
product, Price, Place and promotion. The marketing communication intends to reach customers
in order to influence consumer behaviour informing, reminding and encouraging them to by
convergent industry product and services. Marketing communication helps firm in attracting
more number of customers for brand by generating awareness and encouraging customer to try
their products. It also plays significant role in demonstrating the benefit of brand and providing
additional information assist convergent industry in maintaining their customer base.
It supports in developing and maintaining healthy relationship with their clients and gaining
customer loyalty. Marketing communication aid marketing manager by making various decision
by providing them data related to market. The role of marketing communication is to ensure that
positive benefit are demonstrated by organisation in order to attract new employees. Companies
strategies and activities are communicated by marketing process that helps business unit in
promoting their business operations. In addition to this the various other information such as
organisation profit, performance, events, joint ventures, acquisitions etc. are being
communicated by using market communication method that support enterprise in gaining more
investment opportunities. Marketing communication also act as informer that provides various
data to investment communities (Salavati and Karami, 2015)
3.The way target market and audience are recognised
Target market refers to the group of potential customer selected to sell company product
and services. Target market is selected on the basis of organisation goals and also on the
objectives of market plan. Using market plan that marketing manager can select necessary target
audience that is very important for completing effective marketing communication process.
The various factors have been considered by convergent industry for identifying target
audience and market. These elements are analysing the need of consumers, consumer knowledge
and perception regarding convergent industry product and services.
Organisation can identify and analyse its target customer by organising marketing
campaign. It allows business unit to develop their product according to the needs and demands of
consumer. It assists convergent industry in maximising their revenue and increasing profitability.
Target audience allow firm to develop and maintain healthy relationship with their clients. It is
required by company to identify their product potential to fulfil the need and demand of people.

Business unit need to examine the consumer awareness and perception about particular item. It
also required by firm to determine the interest of various people in buying particular product and
identifying the people who are facing various problems related to accessing organisation services
and goods. This factor is totally based on customer demographic, psycho-graphic, geographic,
information and consumer behaviour (Wright,2016.)
4. Roles and Responsibility of marketing communication employees
There are various roles and responsibility of marketing employees in convergent industry.
Creating strategy-Role of marketing employees is to develop effective and suitable marketing
strategy for promoting company product and services. Their role also include managing and
controlling marketing activities as well as creating marketing plan. They are accountable for the
results that are being produced by marketing plan and marketing stratergy.
Conducting research- The role of marketing employees is to conduct market research in order to
assist firm in analysing the customer need and demands. They are responsible for reliability and
accuracy of data that are collected by them. Marketing manager has the liability to maintain
customer data.
Product development-The role marketing communication employees is to assist operation
department and product designers in producing and developing innovative products (Grünig and
Kühn, 2015.)
5. The way marketing communications impacts on community and society
The marketing communication have both positive and negative impact on society as well
as community. Marketing communication contribute towards a generation of false wants,
promoting materialism, cultural pollution, allows big organisation to gain political power. The
unethical marketing practices have damaging impact on society as well as community.
The positive impact of marketing communication is that it allowed firm to contribute
towards generating wealth for society. The benefits of marketing communication is gained
by both organisation and society. It allows consumer to gain knowledge about the benefits
as well of using various products and services. This method provides customer to explore
wide range of goods and select products according to their needs. It encourages society to
raise their standard of living. Marketing communication allows public to enhance their
knowledge about various goods and services. It consumer support in recognising their neds
and wants. Marketing activities assist customer in identifying and selecting various sources

for fulfilling their desire. It makes public aware about various frauds that are being
conducted by cheaters and liars in the market.
6.Industry changes with mark1. Marketing communication
Marketing information in convergent industry relies on combination of various option
that are referred to as promotional mix. The promotional mix include various elements such as
advertising, sales promotion, public information, direct relationship with customer, market
research and personal selling. The internet has also become the powerful source of gathering
information. It enables convergent industry to obtain information from wide range of consumer
and analyse their demands. The marketing manager select source of gathering information on the
basis of strategy that has been adopted by industry. The two strategies that can be adopted by
firm include push and pull strategy for gathering various information that can be used at the time
of developing marketing communication plan. A pull strategy is concerned with analysing
customer demand through source of advertising, public relation, and through sales promotion
method. On the other hand push strategy focuses on gathering information through personal
selling method. The marketing communication is also dependent on sound management
decisions for generating information (Bhaduriand Selarka,2016)
promoting their business operations. In addition to this the various other information such as
organisation profit, performance, events, joint ventures, acquisitions etc. are being
communicated by using market communication method that support enterprise in gaining more
investment opportunities. Marketing communication also act as informer that provides various
data to investment communities (Adar and et.al.,2016)
7. Importance of developing market communication in industry
Continue learning and developing market communication assist convergent industry in
keeping update themselves about the latest market trend. It also allows them to develop effective
marketing plan, strategies and achieving marketing objectives. Knowledge about marketing
communication will allow industry to become easily adaptable to changing business
environment. This process allows business unit to reduce or minimise the effect of various
external factors on marketing plan and strategies. Open marketing or direct marketing
communication will allow business entity to identify customer neds and wants. It will allow them
to make continuous improvement in various marketing process and enhancing their performance

in market. Developing knowledge about market communication will help employees in
increasing their participation in various marketing decision by organisation and updating
themselves with the latest business trend. This will motivate them to improve their performance
and increasing their contribution towards achieving marketing objectives.IIt will also allow them
to develop various skills that can be used by them for solving various issues art workplace.
8. Current issues in convergent industry
Change in market trend and technology has created various challenges for industry. It is
required by organisation to adopt effective marketing channel and suitable marketing strategy in
order to deal with various problems. The various issues faced by industry are:
1. Uncertainty about future-This the major issue that is being faced by industry as they are
unable to predict customer trend, market trend, changes in business environment etc.
These factors has great impact on the growth and profitability of organisation.
2. Financial management-The industry at the time of convergence process faces issues
related to managing cash flow, maintaining profitability, cost minimisation, financing etc.
It required by industry to hire consultant in order to resolves these issues.
3. Monitoring performance- This the another issue that are being faced by organisation
during convergence process. At the time of convergence it becomes difficult for firm to
evaluate performance of their employees. The organisation uses financial outcome as the
basis of measuring performance. This factors have great impact on the performance of
enterprise.
4. Customer service-Due to changes in customer taste and preference organisation faces
various issues in meeting customer expectation. The industry faces various problems in
identifying way and area of improvement. It becomes difficult for firm to effective
marketing communication channel .
TASK 2
1. The reason for using communication in Woolworth organisation
 The various reason of using effective communication in business these are:
 Developing and maintaining relationship- The communication enables business entity to
establish and maintain healthy relationship with employees. Effective marketing
communication supports firm in promoting their brand and enables them to gain customer
loyalty. It also assists business unit in demonstrating the benefit of products and services.

 Facilitate innovation- Marketing communication has encouraged Wool Worth Limited to
produce innovative products and enables them to gain competitive advantage in market.
Communication process enables employees to share their ideas, views and provides them
opportunity to make contribution in solving various business problems.
 Building effective team-Communication enables manager and leader to built effective
team and support organisation in achieving marketing goals. Communication allows
leader to define the role of every individual and aid firm in eliminating situation of
conflicts. Marketing communication provides employees to develop various skills that
can be used by them for solving problems at workplace. Internal and external
communication helps enterprise in improving and maintaining their performance.
 Contributes to growth of organisation-Coordination between marketing activities and
effective market communication support business unit in its growth (Anton, 2015.)
2. Importance of communication in business environment and its impact
Communication can be referred as an effective tool that is used by firm for increasing its
sustainability and maintaining profitability in competitive business environment.
 Development of managerial efficiency- management is totally dependent on
communication for developing managerial skills. These abilities are used by manager for
performing their roles and responsibility in business. The growth and success of
organisation are totally supported by manager, as major function and management is
dependent on them.
 Achievement of target-Manager adopts various effective communication as a tool to
motivate employees encouraging them increase their participation in various decision
making process by firm. It allows manager to mange people in business unit.
 Coordination-There are various department in business unit such as purchase department,
sales, marketing, etc. Effective communication allows them to achieve their target and
assist them in making effective plan in order to complete their respective task on time.
Hence, it has great impact on company performance. It allows organisation to improve
their performance (Bahadir, Bharadwaj and Srivastava,2015.)
3. Stakeholder Analysis
There are two types of stakeholders in Wool Worth organisation these are market
stakeholders and non market stakeholders.

Market stakeholders- Market stakeholders are those people those who are engaged in economic
or financial transaction with organisation. The main purpose of enterprise is delivering products
and services to society. These people support firm in increasing their revenue and profits. Market
stakeholders are involved in various marketing activities such as boosting sales, generating brand
awareness, positioning of products and services in market. They help organisation in framing
various pricing strategy and policies. Research and development activity are also conducted by
them in order to assist business entity in identifying the needs and demands of customer. Market
stakeholders intends to support firm in proving their products and maintaining good position in
market. They provide the way and techniques that can be used by organisation for gaining
competitive advantage.
Non market stakeholders- These are those persons or group that are not engaged in financial
transactions with business unit. But they have potential to affect its decisions and operations.
These people are also known as secondary stakeholders. They have great influence on success of
enterprise. They have power to influence business activities (Bull and et.al., 2016. )
4. Legal, Regulatory, ethics and retail industry standards.
The Australian competition and consumer commission has announced the food and
grocery code of conduct. This code of conduct provides a set of obligations for grocery retailers
to abide by when dealing with suppliers.
Other legislation include fair trading practices related too retail industry. This Act has
made compulsory for firm to demonstrate the details about products in order to ensure safety of
consumers. It is essential for company to imposed label, provide warranty and refunds when
required by consumers.
The retail industry is required to have licence and permits from legal authority in order to
sell products and services. It is very essential for wool worth to conduct ethical marketing
activities in order to enhance their sustainability and position in Australian Market.
The Woolworth must be aware about various environmental laws such as state based
plastic bag ban, waste management and reduction, environmental labelling for electronic al
products, recycling, reporting etc.
Norms related to industry training can plays important role in increasing sustainability of
organisation. It can assist business unit in gaining competitive advantage and enhancing its
growth (Doeksen and Symes, 2015)

5 Work plan for fulfilling communication.
The following steps are included in formulating work plans:
Identifying the purpose of communication-The main marketing objective of Wool Worth is to
increase its market share and gain customer loyalty.
Identifying target audience-The Wool Worth is intending to target all customer group.
Planning and designing message- The message contain is required to be attractive, it should
attract the customer.
Considering resources- various resources are required for facilitating marketing communication.
Some resources may include finance, human resource, technology etc.
Identifying barriers-Unsatisfied employees can create barrier in effective marketing
communication. The other barriers may be lack of resources and knowledge about the latest
market trend.
Formulating communication strategy-It is required by Wool Worth to adopt effective
communication strategy. It can conduct various internal and external analysis in order to
formulate suitable communication strategy.
Developing Action Plan-It is required by organisation to develop suitable action plan considering
various internal and external factors. It can include its employees in various decision making
process. This will allow business unit to reduce the impact of internal factors on communication
strategy (Gonzalez-Padron, Hult and Ferrell,2016)
6. Employees interaction and communication with other while working on on communication to
get work plan finalised
It is required by manager to be very careful and professional while communicating with
employees at workplace.
Advice and Support-The manager should listen to the advices of other members. They should
motivates employees to share their views, ideas, values and beliefs regarding communication
work plan. Manager should take initiative to identify and Respect other members' perception
about plan.
Communication culture- The manager should develop effective communication culture as this
will enable them to motivate employees for increasing their participation in particular task.

Consultation-It is very important for employee to consult with other people that have knowledge
about the particular activities or those are experts in making communication plan (Grünig and
Kühn,2015)
7. Application of Principles of marketing Communication
Various principle of marketing communication are:
Be honest and transparent-This principle will support business organisation enhance their growth
and gaining customer loyalty. The various sources such as advertisement, use of internet such as
social media can be used by Wool Worth for conducting marketing communication process.
These marketing activities will unable customer to reach back to company. The enterprise can
develop its own websites for promoting their products and services. This will assist firm in
changing customer perception about business unit.
Selective-It is required by the Wool Worth to be very selective when choosing media or any
other method for conducting market communication process. If many marketing sources are used
by Firm it may have negative impact on client.
Preparing for change-The organisation should be prepared for adopting various change as it has
direct influence on various business activities. It is required by company to identify and adopt
advances method and technology for communicating with customers (Houdet, Trommetter and
Weber, 2012)
8. The way communication fits into organisational marketing and media strategy
In following way communication fits into organisational marketing and media strategy:
Developing strategic vision-Marketing functions have focus on identifying new ways for
growing and expanding business. Strategic vision aims at identifying opportunities and
developing suitable plans for assisting company in achieving its objectives and goals. Marketing
communication enable them firm to capture various opportunities in market. It allows business
unit to discover emerging market and allow organisation to produce product according to the
needs and demand of consumers. It allows firm to develop effective marketing strategies in order
to achieve marketing objectives
Creating Brand awareness- Effective communication enables manager to motivate employees to
provide their view regarding selection of adversing media. It enables manger to select
appropriate media for promoting company goods and services. Communication provides

enterprise an opportunity to develop and updates themselves about various latest market
communication media (Jaber and et.al., 2015.)
9.Construction of communication
Construction communication within a business context refers to the way of conveying an
instruction in order to influence the actions and behaviour of other people in organisation. This
process may also involve exchange of information while performing particular task. Construction
of communication is very important as it enables individual to develop various skills and allow
them to share their views and ideas at workplace. Interpersonal and group communication is
essential that can assist individual in constructing communication. It enables individual to
develop self motivation (Kernbach, Eppler and Bresciani, 2015.)
10. Digital technologies, devices, platforms and their application in organisation
Using digital technologies the all people in organisation can communicate with each
other and can coordinate with each other this assist firm in increasing working efficiency and
becoming effective. It helps business unit in developing ability to combine productive business
relationship and allows employees to share their knowledge within business unit.In ordert to
manage work effectively and efficiently, enterprise has adopted digital workplace strategy.
Digital communication technology has allowed firm to eliminate various marketing
communication barriers. This has assisted business unit in motivation workers to work
efficiently. This has encouraged organisation to conduct various innovation activities and
provides business an opportunity to grow and expand their business (Leitner,Meissner and
Martyna-David, 2015)
CONCLUSION
It has been concluded that marketing communication plays significant role in promoting
organisational products and services. It has concluded that marketing communication relies on
various factors for gaining information. Report has highlighted the process of marketing
communication and the way it works in company. Project has successfully defined the roles and
responsibility of marketing manager. It has emphasized on various issues that are being faced by
industry. The study has demonstrated the importance of marketing communication in company.
The various strategies have been suggested by study which can be used by industry for
resolving various issues. It has created a work plan for fulfilling the communication.

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