Fairfield: M&S Marketing Communication Mix in Communication Module

This presentation provides a comprehensive overview of the marketing communication mix, focusing on Marks & Spencer as a case study. It begins by defining marketing and marketing communication, then delves into the marketing mix (4Ps) and its importance. The presentation outlines various activities within the marketing communication mix, including advertising, public relations, sales promotion, personal selling, direct mail, and internet/e-commerce, providing examples of Marks & Spencer's application of these methods. It also discusses the benefits of an effective marketing communication mix, such as building customer relationships, informing and educating consumers, and enhancing brand loyalty. The presentation further explains how Marks & Spencer fulfills its marketing communications using communication models like the linear and Schramm's model. It concludes with recommendations and a summary of the key points. The presentation also includes explanation slides that provide additional context and information.

1
Welcome to our
Presentation
Module: Communication for Professionals
Module Code:
Presentation Title: Marketing Communication Mix

2
Introduction
 Aim: (What is the main purpose of your
presentation?)
 Objectives: (What are the areas to cover?)
1.
2.
3.
 Brief Overview of Marks and Spencer:
(See explanation 1)

3
Marketing Communication?
 What is Marketing?
 What is marketing communication?
Explain each concept and to include a definition / or
quotation where possible. (To include Harvard Referencing)
(See explanation 2)

4
Marketing Communication Mix for
Organisations
 Commence by explaining the marketing mix (4
P’s)
 Why is the marketing mix an important tool to
an organisation?
(See explanation 3)

Promotional Mix
Promotional Mix
Advertising
Public
Relations
Sales
Promotion
Personal
Selling
Direct
Mail
Internet /
E-commerce
:
(See explanation 4)
Activities of Marketing
Communication Mix

6
Examples of Marks and Spencer’s
Marketing Communication Mix in ACTION
Refer back to the communication mix model and to
select at least one method. Discuss and demonstrate
how your chosen organisation promote their: -
Brand, or a product / or a service
Discuss the effectiveness of the method (verbally)
We would like to see practical examples for this
section – creativity would be an advantage
(See explanation 5)

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Benefits of Marketing Communication
Mix for Marks and Spencer
For example: -
1.To make the consumer aware
2.To inform the consumer
3.To educate the consumer
4.To excite the consumer
5.To action the consumer to buy
6.To change the consumer’s perception
7.To improve the consumer’s loyalty
(Source: Schultz, Tannenbaum & Lauterborn, 1993)
(See explanation 6)
– How does the above examples benefit the overall organisation?
- Some data / chart would be useful in terms of the success of the organisaton

8
How does Marks and Spencer fulfil
its Marketing Communications?
To include a communication model
 Linear model of communication / Schramm’s model
 Demonstrate the model in action
– E.g., refer to 1 of your chosen organisation product / or
service.
(See explanation 7)
- Justify why businesses use the communication model

9
Conclusion
 Make recommendations
 Conclusion
(See explanation 8)

10
References
Business Faculty (2022) Foundation Degree, Communication for Professionals. Lecture:
communication process. Birmingham. Fairfield School of Business.
Schultz, D., Tannenbaum, S., Lauterborn, R. (1993) Integrated Marketing Communications:
Pulling it together & making it work. Illinois: NTC Business Books

11
Thank You
Any Questions?

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Explanation 1: (Slide 2) Overview of Marks and Spencer
Marketing refers to the process of promoting and selling of goods or
services to attract the targeted audience. It helps in better understanding
by communicating and provide them valuable offerings so that their needs
can be satisfied. The main purpose of marketing is to identify the needs of
the customers and develop offerings accordingly so as to profits can be
earned. In this presentation, Mark and Spencer is taken into consideration
which is a multinational retailer with headquartered in London,UK. It
involves in the business of selling clothes, home products and food products
as well. The presentation will discuss about the marketing communication
and marketing communication mix in context to the organisation. Further, it
will explain the activities and benefits of communication mix and also relate
to Mark and Spencer. In addition to this, it will states the communication
process by using linear model and schamm's model and also relate it to the
company.