MCM 212 — Marketing Foundations for Public Relations and Advertising: Lecture Note

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LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS

LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Course code: MCM 212 Course title: Marketing Foundations for Public Relations and Advertising Course credit load: 2 Units Series 1: Foundations of Marketing and Communication Series Outline Part 1: Defining Marketing and Its Core Concepts Sub-Part 1.1: Meaning and scope of marketing Sub-Part 1.2: Evolution of marketing thought Sub-Part 1.3: Importance of marketing in organisational and societal contexts Part 2: Communication in Marketing Sub-Part 2.1: Role of communication in solving marketing problems Sub-Part 2.2: Types of communication in marketing (internal and external) Sub-Part 2.3: Barriers to effective communication in marketing Part 3: Marketing Mix as a Framework Sub-Part 3.1: Overview of the marketing mix (4Ps) Sub-Part 3.2: Linking communication to each element of the mix Sub-Part 3.3: Case examples of communication solutions in marketing mix application Part 4: Advertising and Public Relations as Communication Tools Sub-Part 4.1: Advertising as a promotional strategy Sub-Part 4.2: Public relations in marketing communication Sub-Part 4.3: Integrating advertising and PR for effective marketing outcomes Introduction Marketing refers to the process of identifying, anticipating, and satisfying customer needs through the creation and exchange of products, services, or ideas. It is a vital activity in every organisation because it provides the means through which offerings are presented to the public. Without marketing, even the best innovations may remain unnoticed. Communication, which is the act of transmitting information between parties, plays a central role in this process, since it is through effective messages that organisations connect with audiences, solve problems, and build lasting relationships. This Series therefore sets the foundation for your study of marketing and communication, preparing you to appreciate their importance in public relations and advertising.

LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS The aim of this Series is to equip you with a clear understanding of the basic principles of marketing and to show you how communication serves as a solution to marketing challenges. We shall commence this Series by defining marketing and exploring its scope and significance. Next, we will examine the role of communication in addressing marketing problems, including the types and barriers of communication. Following that, we will study the marketing mix, which is a framework of four elements used to design marketing strategies, and see how communication can be linked to each of its components. Finally, we will wrap up by considering advertising and public relations (PR) as communication tools that can be applied to promote products, organisations, or ideas. Series Learning Outcomes Upon completing this Series, you should be able to: SLO 1.1 define marketing and explain its scope, SLO 1.2 analyse the role of communication in solving marketing problems, SLO 1.3 describe the elements of the marketing mix and relate them to communication strategies, SLO 1.4 evaluate advertising as a tool for marketing communication, and SLO 1.5 demonstrate how public relations (PR) can be applied to promote products, organisations, or ideas. 1.1 Defining Marketing And Its Core Concepts 1.1.1 Meaning and scope of marketing Marketing is the process of identifying, anticipating, and satisfying customer needs through the creation and exchange of products, services, or ideas. It is not limited to selling or advertising, but encompasses research, product development, pricing, distribution, and communication. The scope of marketing extends beyond businesses to include non-profit organisations, governments, and individuals who wish to promote causes, ideas, or personal brands. Marketing is often described as both an art and a science. It is an art because it requires creativity in designing campaigns and messages, and it is a science because it relies on systematic research, data analysis, and strategic planning. Fill in the blank: Marketing is both an ______ and a science because it requires creativity and systematic planning.

LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Diagram showing the broad scope of marketing activities (research, product development, pricing, distribution, promotion). Figure 1.1 Scope of marketing activities 1.1.2 Evolution of marketing thought The history of marketing thought shows how the discipline has evolved over time. Initially, marketing was equated with selling, where the focus was on persuading customers to buy products. Later, the production orientation dominated, emphasising efficiency and mass

LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS production. This was followed by the product orientation, which stressed quality and innovation. Eventually, the marketing orientation emerged, placing customer needs at the centre of business activities. Today, many organisations adopt a societal marketing orientation, which considers not only customer satisfaction but also the long-term welfare of society. Fill in the blank: The ______ orientation places customer needs at the centre of business activities. Box 1.1 Key stages in the evolution of marketing thought

LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS 1.1.3 Importance of marketing in organisational and societal contexts Marketing is crucial for organisations because it helps them identify opportunities, design strategies, and build relationships with customers. It ensures that products and services reach the right audience at the right time. For society, marketing creates awareness of useful products and ideas, supports employment, and contributes to economic growth. In addition, marketing plays a role in shaping cultural values and addressing social issues. For example, campaigns promoting health, education, or environmental sustainability demonstrate how marketing can serve societal needs. Fill in the blank: Marketing contributes to ______ growth by creating awareness, supporting employment, and driving demand.

LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Image showing a community health campaign poster as an example of societal marketing. Plate 1.1 Example of marketing serving societal needs Pilot questions 1.1 What is the best definition of marketing? How has marketing thought evolved from selling orientation to societal orientation? Why is marketing described as both an art and a science? In what ways is marketing important for organisations?

LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS How does marketing contribute to economic growth and societal welfare? 1.2 Communication In Marketing 1.2.1 Role of communication in solving marketing problems Communication is the process of transmitting information between parties. In marketing, it serves as the bridge between organisations and their audiences. Effective communication helps to clarify product benefits, address customer concerns, and build trust. When marketing problems arise, such as poor sales or negative perceptions, communication provides solutions by reshaping messages, adjusting tone, or selecting better channels. Fill in the blank: Communication acts as a ______ between organisations and their audiences.

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