Teaching Material Marketing Communication
About this ebook
The aim of this book is to show the way toward winning the Marketing Communication relevance battle by creating categories or subcategories for which competitors are less relevant or not relevant at all. Marketing Communication teaching methodology through case studies in each chapter by making variations in the Marketing and Sales Management learning journey more colourful, dynamic and interactive, especially when learning is still talking place online/synchronously in the Covid 19 pandemic situation.
Table of contents this book :
Chapter 1 : Introduction to Marketing Communication
Chapter 2 : How Marketing Communication Work
Chapter 3 : Analysis of Target Audience
Chapter 4 : Marketing Communication Effects and Objectives
Chapter 5 : Marketing Communication Strategy and Planning
Chapter 6 : Strategic Positioning and The Tactics
Chapter 7 : Building Brand Equity
Chapter 8 : Brand Narrative and Relational Management
Chapter 9 : The Marketing Communication Mix
Chapter 10 : Advertising Strategy
Chapter 11 : Advertising Creativity
Chapter 12 : Public Relation, Hybrid Marketing Communication and Evaluation
Spesification of this book :
Category : Marketing
Author : Assoc Prof. Dr. Leonnard, S.E., M.Comm., CDM.
E-ISBN : 978-623-02-5471-0
Size : 17.5x25 cm
Pages : 88
Publish Date : 2022
Deepublish Publisher is a book publisher that focuses on publishing in the field of education, especially higher education (universities and high schools).
This book is also available in a printed version. Get quality books with the most complete selection only at the Deepublish Online Bookstore: penerbitbukudeepublish.com
About the author
Assoc Prof. Dr. Leonnard, S.E., M.Comm., CDM. is an Associate Professor of Management at IPMI International Business School, one of pioneers in Master Business Administration education in Indonesia almost 34 years. In addition, he is practitioner for 27 years job variations in Industry. He has wide experiences and has held various important positions as Senior Vice President at Astra International-Toyota Sales Operation, AIA Indonesia, Shell Indonesia, UOB Bank and currently on Frontliner Management Consulting, He works for numerous institutions, Indonesian State Owned Companies and international corporations including Bank Mandiri, Bank BRI, Wijaya Karya, Perusahaan Gas Negara, Siam Group Cement, Asscot International, Atlas Copco, Hutama Karya, Wika Beton, Pertamina, Pegadaian in the areas of marketing strategy, service marketing and blue print, marketing communication, marketing research and sales management.
He received his Master of Commerce in Marketing from The University of Sydney, Sydney NSW, Australia and Doctor Business Management from IPB University–School of Business, Bogor, Indonesia.
Dr. Leonnard is the author of numerous articles with publications in the Indonesia Journals and International Journals. He has received Business School Award for Excellence in Teaching from Binus Business School, Jakarta, Indonesia and London School of Public Relation in Jakarta.
He has been very active in the teaching at IPMI International Business School specialized in the field of Marketing and Sales Management, Consumer Applied Selling, Service Management, Consumer Behavior and Corporate Entrepreneurship.
