Defining Integrated Marketing

Name: Defining Integrated Marketing
Author: Mark Preising

This course introduces the core elements of the “marketing mix” and discusses how important integrated marketing is to your broader marketing efforts. It also…

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Course: On-Demand

In these lessons, we'll discuss the marketing mix and why it's important to integrate your marketing tools. We'll also look at the stakeholder customer experience and the challenges of marketing integration. Let's begin by outlining the four Ps of marketing, collectively known as the marketing mix. They are product, price, place and promotion. Each of these elements contributes to a successful marketing plan. For example, product is the function concerned with developing, designing, testing, creating, and delivering a product or service. It includes the areas of market research, consumer behavior, product design, development and creation of the product or service. All of the four Ps are included within a marketing plan, which is typically the largest piece of any business's overall strategic plan. Price involves understanding the market you're going to compete within. Who are your competitors, your potential customers? How much are they willing to pay for what your offering and how does your pricing compare to similar products and services? Other questions to address are, how do you need to price your product or service in order to return a profit for your own salary or a return for your investors? And how much will you need to profit to be able to turn investment into retooling and building your organization? Place is the function of marketing that centers on the logistics of getting the product or service from company to customer. In other words, this is a formalization of all the integrated steps of infrastructure, allowing you to get the product from the factory floor to your consumer's hands. In terms of the internet, marketing decisions need to be made about which social media sites or other online locations should house your presence. Should you develop your own website? Will you use direct marketing or an affiliate to sell your product or service? These are just a few of the major questions that need to be answered within the place element. Promotions communicate the benefits of what you're offering to your target audience. The promotions function of marketing consists of the following tools or areas of emphasis. Public relations, advertising, direct marketing, digital marketing, and sales promotion. Public relations conveys your messaging directly to and through the media. Public relations monitors, manages and enhances your brand without actual paid media advertising. Public relations is also known as word of mouth advertising. Advertising involves paid promotion and distribution of your brand across selected outlets, including radio, television, print, social media, and sponsorships. Direct marketing involves communicating directly with a predetermined set of customers and supplying a method for their direct response such as a business reply envelope. Digital marketing is the newest and most customizable way to market products and services. It spans everything from building your own website to using social media to sell your products and services. Sales promotions use price or special deals like buy one, get one free to attract buyers. While this strategy reduces profit margin, it can make up for that by increasing sales volume. This is only a brief overview of the most important marketing concepts. In this course, you'll learn how to combine these methods and tools into an effective integrated marketing strategy.

Beginner Provider : Mark Preising 5 Lessons · 21m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

This course introduces the core elements of the “marketing mix” and discusses how important integrated marketing is to your broader marketing efforts. It also discusses how to define, develop, and reach your audience by using those core elements. Finally, it discusses the growing importance of content and the different formats and ways to distribute it to the customers you hope to reach.

Learning Objectives

What You'll Learn

Identify the Four Ps of the marketing mix
Understand how integrating your marketing plan can benefit your organization
Pinpoint the challenges of marketing integration
Define, develop, and reach your target audience using the core marketing elements
Explore the growing importance of content and the different formats and ways to distribute it to customers
Examine the 21st-century stakeholder and customer experience

Key Takeaways

The marketing mix is built on core elements, including the Four Ps of marketing.
Integrated marketing is important to your broader marketing efforts.
Integrating your marketing plan can benefit your organization, though integration also presents challenges.
The core marketing elements can be used to define, develop, and reach your intended audience.
Content is of growing importance, with different formats and ways to distribute it to the customers you hope to reach.

Frequently Asked Questions

What does this course cover?

It introduces the core elements of the marketing mix and discusses how important integrated marketing is to your broader marketing efforts. It also covers how to define, develop, and reach your audience using those core elements, and the growing importance of content along with the different formats and ways to distribute it.

What will I learn by the end of the course?

You will be able to identify the Four Ps of the marketing mix, understand how integrating your marketing plan can benefit your organization, and know how to pinpoint the challenges of integration.

What topics are included in the lessons?

The lessons cover The Four Ps of Marketing, Why Integrate Marketing Tools?, The 21st Century Stakeholder/Customer Experience, Benefits of Integration, and Integration Challenges.

What skills does this course help build?

It helps build skills in Applied Marketing, Integrated Content, Integrated Marketing Communications, Marketing Concepts, Marketing Mix, and Marketing Mix Modeling.