Pengantar Komunikasi Pemasaran

Summary

This video serves as an introduction to the Marketing Communication course in the Communication Studies program at Universitas Terbuka. It explores the fundamental concepts of marketing communication, including strategies for promoting products, influencing consumer decisions, and managing brand image. The course covers key theories, tools, and strategies such as consumer behavior, promotional tools, direct marketing, public relations, and ethical considerations in marketing communication. Students will learn how to apply these concepts to real-world business and non-business scenarios to achieve marketing success.

Takeaways

• 😀 Communication marketing is essential for introducing, influencing, and guiding consumer decisions about products, brands, and organizations.
• 😀 The course will cover the basic concepts of communication marketing, including principles and processes involved.
• 😀 Key marketing communication theories include systems theory, symbolic interactionism, message production and processing, relationship development, and media effects.
• 😀 Consumer behavior, stakeholders, and environmental issues are essential aspects of marketing communication analysis.
• 😀 The scope of communication marketing includes designing marketing messages, building brand image, and managing communication strategies.
• 😀 Marketing communication integrates various promotional tools like advertising, direct marketing, personal selling, and public relations.
• 😀 Soft promotion techniques in marketing communication involve advertising, direct marketing, and relationship-based strategies.
• 😀 The course also addresses secondary promotion aspects, such as sponsorships, corporate identity, packaging, and word-of-mouth communication.
• 😀 Ethical considerations in communication marketing, including sponsorship, exhibitions, and the use of digital platforms, will be discussed.
• 😀 Effective communication marketing helps products become widely known, encourages consumer purchases, and fosters positive attitudes toward the brand.
• 😀 By the end of the course, students will understand the theory and practical applications of communication marketing in both business and non-business contexts.

Q & A

What is the focus of the Marketing Communication course in the script?

The course focuses on the principles, theories, and implementation of marketing communication, with an emphasis on how organizations introduce, influence, and guide consumer decisions regarding products, brands, and organizational names.

What are the key components of marketing communication mentioned in the script?

The key components include consumer behavior as the target, message design, brand and organizational image building, communication strategy, promotional tools, and marketing communication control and decision-making.

How does marketing communication impact consumer behavior, according to the script?

Marketing communication aims to introduce products to consumers, encourage purchasing behavior, build a positive attitude towards the product, and create a symbolic meaning for the product to differentiate it from competitors.

What are the main topics covered in the marketing communication course as listed in the script?

The course covers basic concepts of marketing communication, consumer behavior, marketing strategies, key promotional tools, direct and soft promotion, and ethics in marketing communication.

What theories are fundamental to marketing communication as discussed in the script?

Theories discussed include Systems Theory, Symbolic Interactionism, Message Production and Processing Theory, Relationship Development Theory, and Media Effects Theory.

What does 'soft promotion' refer to in marketing communication?

Soft promotion in marketing communication refers to methods such as advertising, direct marketing, personal selling, and public relations that focus on building relationships with the consumer rather than hard-sell tactics.

What are some examples of promotional tools mentioned in the script?

Promotional tools mentioned include advertising, direct marketing, personal selling, public relations, sponsorship, exhibitions, corporate identity, and packaging.

What role does ethics play in marketing communication, according to the script?

Ethics in marketing communication involves practices like sponsorships, exhibitions, corporate identity, word of mouth communication, and internet usage in a responsible and ethically sound manner.

Why is the concept of 'brand and organizational image' important in marketing communication?

The brand and organizational image are crucial because they influence consumer perceptions and attitudes, ultimately impacting their purchasing decisions and the organization's long-term success.

What strategies are suggested for a company facing many competitors in the market?

The script suggests that companies need to focus on strategic communication and marketing approaches to maintain their presence in consumers' minds and differentiate their products from competitors.