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Marketing Communication: Introduction

Integrative building block School of Commerce

Marketing Communication Strategy

Marketing Communication Strategy


Image result for business communication


When doing business (both international and domestic) the importance of marketing communication is growing. A great deal of marketing communication aims to create positive ideas about a certain brand among consumers. Customers are more likely to buy a brand that makes a favorable impression on them. Marketing communication is practiced using a wide range of channels, such as printed material, television commercials, personal sales, social media and more.


This Libguide focusses on using consumer behavior as a starting point for communication and understanding the relationship between off- and online communication. These aspects are to be taken into consideration when setting up a marketing communication plan, from strategy to tactics.


Objectives of the course are:

  • Knowing how to analyse consumer behaviour

  • Knowing how to combine off- and online communication

  • Knowing how to set up a marketing communication plan


Communication Research

To nurture and sustain a brand effectively, you must constantly be in touch with what your stakeholders think about your brand (image) and what you (your organization) aspires to be associated with (identity). This course will focus on performing an image-identity gap analysis by capturing the brand associations from these two perspectives (external + internal).


The student is able to explain and research the gap between image and identity.

Create the concept

Marketing Communication Plan

An effective marketing communication plan results in a better, more consistent brand experience. The end result: more sales. Getting to know your audience, crafting your message and tracking results are only a few pieces of the puzzle.

In this project the student will use the knowledge and skills learned during this period for developing a marketing communication plan:

  • Marketing Communication Strategy

  • Communication Research

This module will be carried out as a project. Each project group will create their own concept.

Competences are:

  • C1: Entrepreneurship. Initiating and creating products and services, independent and proactive.

  • C8: Marketing communication. Translating the marketing plan to an on- and offline makreitng communciation plan.

  • C9: Leadership and management. Managing a project, businsess process, business unit or company.

  • C10: Social and communicative competency (interpersonal). The direct communication with the various parties in the commercial work field.

C11: Self steering competency (intrapersonal). The communication a person has with his/herself as a professional in the commercial work field.

Create the concept

Objectives are:

  • To give input in a meeting in a correct and effective way and to give and receive feedback on their professional behaviour
  • To work together in a team, for and with a commissioner
  • To assess the input of project members
  • To develop a marketing communication plan based on research of the gap between image and identity