Digital Marketing-Kommunikationsplan. Integrierter Marketing-Kommunikationsplan und Online Medien
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Digital Marketing-Kommunikationsplan. Integrierter Marketing-Kommunikationsplan und Online Medien

Digital Marketing-Kommunikationsplan. Integrierter Marketing-Kommunikationsplan und Online Medien


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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1.3, SRH Fernhochschule, Veranstaltung: Digitales Marketing & Social Media, Sprache: Deutsch, Abstract: In einem initialen Meeting wurde die Zielsetzung festgelegt. Als integrierter Marketingkommunikationsplan soll das Ergebnis, zielgruppenspezifisch, einen Schwerpunkt auf Online Medien legen, die als Marketinginstrumente eingesetzt werden sollen. Der Kommunikationsplan soll im Entstehungsprozess einem, wissenschaftlich erprobten, Modell folgen und neben den Zielen auch eine Strategie mit dem Fokus Kundenentwicklung und Wachstum beinhalten. Zentrale Elemente des Plans sollen die Selektion und Darstellung von Marketinginstrumenten sein, welche aus vorhergehenden Analysen und definierten Ziele resultieren und dabei die strategischen Vorgaben umsetzen. Hier werden neben den Instrumenten auch Ziel- und konkrete Messgrößen erwartet und Möglichkeiten, wie diese gemessen werden sollen. Für ein allgemeines Verständnis, was unter "Integrierter Marketingkommunikation" und "Customer Journey" verstanden wird, sollen beide Begriffe ebenfalls vorgängig beleuchtet werden. Die konkrete Ausgestaltung der Planung der Umsetzung, weitere Rahmenbedingung und eine detaillierte Budgetplanung sind nicht Teil des Konzepts bzw. sollen höchstens kurz angeschnitten werden, um den Rahmen nicht zu sprengen, bzw. die Aufmerksamkeit auf die Zielsetzung und entsprechende Maßnahmen zu lenken.


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Product Details
  • ISBN-13: 9783346311085
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 40
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346311082
  • Publisher Date: 26 Jan 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 113 gr


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