Marketing communication

What is a Marketing Communications or Marcom Degree?

There are numerous paths to success, many of which can be achieved through pursuing a degree. Nowadays, the trendy term that excites students is “MarCom.” However, don’t worry; it’s not a new field; rather, it’s the convergence of two popular words: marketing and communications.

In this article, we will discuss:

  • What is MarCom?
  • Objectives of MarCom
  • Areas Of MarCom

This article contains comprehensive information on marketing communications. If you’re planning to pursue a career in this field, I hope this will help you. Read on!

     KEY POINTS

  • Marketing involves promoting and selling products or services to a target audience.
  • Communication focuses on conveying specific messages without necessarily involving sales. It typically involves a two-way passing of information.
  • MarCom is an integrated marketing and communication strategy that deploys messages to sell products/services and utilizes promotional tools, channels, and media for effective customer engagement.

What is Marketing Communications?

what is marketing communications?

Marketing can be described as the process of promoting and selling products or services to a target audience. It is generally used as part of a company’s overall business plan, involving strategy, competitive analysis, and market research.

Communication is a term used to describe the process of exchanging or imparting information. It focuses on conveying a particular message, which doesn’t necessarily require selling a product or service. Communication involves the two-way passing of information, and businesses can strategically utilize it to convey messages that resonate with a target audience’s activity.

Now, MarCom is a mix of both and can be considered a complex part of a business’s direct marketing efforts. It can be defined as the bundle of messages or information a company deploys to communicate with the market, intending to sell a product or service. This also includes a combination of promotional tools, marketing channels, messages, and media that marketers use to communicate with their target customers.

A company can typically develop its marketing communications strategy around the seven P’s

  1. Product
  2. Price
  3. Promotion
  4. Place
  5. People
  6. Process
  7. Packaging

Marketing Communications Objective

marketing communications objective

MarCom is tasked with a number of important objectives:

Understanding and reaching the right people: One of the key objectives for the marketing communications team is clearly understanding who their target audience is and the best ways to communicate with them.

Highlighting a competitive edge: In today’s world, especially in markets dominated by AI and other technologies, MarCom professionals ensure that their products and services are unique and make a difference.

Building brand awareness: This team is responsible for communication efforts, ensuring the brand’s existence, and making people aware of its uniqueness and what the organization offers.

Maintaining customer loyalty: Customer loyalty takes time to build; consumers need to trust the brand, and our professionals should ensure they have a positive bond with it.

Creating demand for products and services: MarCom professionals should ensure that people fear missing out on the products or services and create a significant demand for them.

Shortening the sales cycle: This can be achieved by better understanding what target clients need from your service or products. This means the MarCom team should conduct extensive market research to motivate, influence, and persuade customers to buy the product or service.

Areas Of MarCom Degree

marketing communications areas

Here are the different marketing areas and communication areas to leverage these above-mentioned objectives

Digital Marketing

digital marketing

Digital MarCom is where traditional marketing and communications transition into online platforms and new media spaces. This includes social media, websites, and other online avenues through which a brand can advertise and promote its products or services to reach specific target audiences. Here, brands can communicate with a larger section of people within seconds, without limitations, by engaging with customers, answering questions, and educating their audience through these platforms. As it evolves day by day, the ways in which this can be utilized can help a brand’s image grow wider and bigger.

Digital marketing also includes content marketing, email marketing, virtual multimedia campaigns, and official websites. Here, a brand can actively communicate its vision, purpose, and values, and also market its products, offer discounts and promotions without any physical effort.

Advertising

Advertising is widely recognized as one of the most common areas within the communications and marketing mix. Brands utilize adverts to promote their products and services through various flexible channels and mass media platforms, including:

  • Television
  • Billboards
  • Newspapers, magazines, and print media
  • Radios
  • Websites
  • Blogs

In this realm, advertisers have expertise in wielding the power of narrative, controlling their messages and information while paying for advertising space. However, they face challenges in staying relevant amidst evolving trends.

Public Relations

PR, or public relations, is a significant and vital aspect of marketing communications that centers on a business or company’s reputation and image. Through various PR campaigns, such as press releases, communication campaigns, and crisis management, an organization can cultivate a positive relationship with different media figures and other stakeholders. PR professionals aim to influence the overall public perceptions of the organization or business, ensuring that the target audience consistently maintains a positive association with the brand and upholds its reputation. They’re constantly working to create a positive public persona for the brand.

Branding

I cannot stress enough the importance of a brand forming its identity. Through marketing communication tools, a brand’s image encompasses everything from its logo to its packaging, setting a business apart from its competition. A brand message should be consistent with the organization’s purpose and persona.

Sponsorship and Events

As part of MarCom efforts, sponsorships and events are effective methods for reaching a larger audience. Sponsorship marketing avenues can include sports games, concerts, or conferences and typically involve how the organization provides financial support for events in return for advertising, which can improve brand awareness and recognition in the marketplace. Events like exhibitions and trade shows aim to create positive interactions with new customers.

To Wrap Up

The MarCom program is an excellent option if you’re planning to pursue your education in this global field. Here, MarCom provides you with extensive knowledge and subject matter to succeed in the rapidly growing competitive marketing field within an organization. Whether it’s advertising, brand management, public relations, digital marketing, or any other field within marketing and communications, you’ll be equipped with the knowledge and sought-after skills to thrive in whichever career path you decide to pursue. I hope this article has helped you understand MarCom and everything related to it.

FAQ

What are the four types of marketing communication?

The four main ways businesses communicate and market their messages are through digital media, government channels, advertising, and public relations. Each method has its own advantages, plans, and ways of reaching people. 

What is meant by marketing communications?

MarCom is a mix of marketing and communication and can be considered a complex part of a business’s direct marketing efforts. It can be defined as the bundle of messages or information a company deploys to communicate with the market, intending to sell a product or service. This also includes a combination of promotional tools, marketing channels, messages, and media that marketers use to communicate with their target customers.

Leave a Reply

Your email address will not be published. Required fields are marked *

Reduce Your Creative Design Budget by 92% With Us!

mascoat
Join 100+ Customers using Graphically!

100+ Agencies use Graphically.io for their creative needs. Signup now for actionable content & GREAT deals. We won’t SPAM, we promise!