Marketing and Communication
Part C: Marketing and Communication
How does marketing communication work? It works by following a few steps: 1.
Identification of the target audience. 2. Define communication objectives. 3.
Design the message. 4. Select communication channels. 5. Measure the
success of the campaign, its results.
How does communication help marketing? In the development of a cohesive
and efficient communication that avoids misunderstandings, that can disturb the
sales of products and services and guarantees the credibility of the company
with its customers.
What does integrated marketing communication mean? It is an articulated set of
efforts, actions, strategies and communication products, planned and developed
by a company, to add value to its brand and consolidate the institution's image
with a certain group of people or society as a whole.
Within marketing, strategic processes are carried out to create, communicate
and deliver value to customers, employees, shareholders, partners and society
in general. It goes far beyond selling a product or service. It includes certain
own actions to positively exalt the brand in the market, in front of the external
and internal public.
We can assess that this market is increasingly comprehensive, offering
opportunities especially for those who are up to date. When graduating in this
area, therefore, it is essential that the professional qualify in a communication
and marketing course that explores updated concepts and shows promising
Both social communication professionals (which include journalists, public
relations, advertisers, broadcasters and filmmakers) and marketing
professionals must prepare themselves to work with people and for people.
There are many segments that depend on their functions, from the most
operational to leadership positions.
Communication and marketing professionals have a wide range of options to
work in the job market. Within a company, there may be a specific service
sector, which may include endomarketing, internal communication, human
resources, relationship marketing, CRM, after-sales, among others. Realize that
there are functions related to serving the internal and external public.
They can also work in advertising agencies, which present products, brands
and services to the market through advertisements and advertisements, aiming
at recognition, customer adherence and profit. Nowadays, it is more and more
common for this niche to be linked to other related fields, and that is why we
can see the emergence of communication agencies and not just advertising.