Presentation Skills ITA

TERM 1
PRESENTATION SKILLS
TOPIC: HOW BUSINESS COMMUNICATION AND EFFECTIVE MARKETING GO HAND IN HAND
Submitted by
Group- VII
1. Aldin Mullakkara R-20-02

2.Elaine Fernandes R-20-10
3.Flanjita Furtado R-20-13
4.Kajol Ghelot R-20-24
5.Kelly Rodrigues R-20-26
6.Lyon Andrade R-20-27
CONTENT
• Introduction
• Types of business communication
• The 4 Cs’s
• Roles of business communication in Marketing
• Integrated marketing communication
• Communication strategies for marketing
• Conclusion
• References
INTRODUCTION
Effective Communication is supplementary to marketing. It makes marketing campaign

memorable and develops an emotional link between the marketer and target audience.
Good communication skills are skills that facilitate people to communicate effectively
with one another.
What is business communication?

Business communication is the process of sharing information between employees within
and outside a company.
The importance of business communication lies in:
• Presenting options/new business ideas

• Making plans and proposals (business writing)
• Executing decisions
• Reaching agreements
• Sending and fulfilling orders
• Successful selling
• Effective meetings.
What is effective marketing?
Marketing effectiveness is about increasing revenue.

Higher returns on marketing investments are a byproduct of effective marketing.
THE DIFFERENT TYPES OF BUSINESS
COMMUNICATIONS
There are 4 main types of communication

•Internal Upward Communication
•Internal Downward Communication
•Internal Lateral Communication
•External Communication
• Internal Upward Communication: From a subordinate to a manager within a
company.
• Internal Downward Communication: From a manager to a subordinate within a

company.
• Internal Lateral Communication: Among the employees within a company.
• External Communication: With external parties outside a company.

THE 4C’S MODEL OF EFFECTIVE
COMMUNICATION
• The 4Cs model is a useful tool for objectively evaluating the

effectiveness of many forms of communication.
• The 4Cs Model was originally developed as an assessment tool for

evaluating the impact of advertising and marketing materials.
• It‘s called the 4Cs Model, which stands for Comprehension,

Connection, Credibility, and Contagiousness.
The First C : Comprehension
To make sure the audience understands the message.
The Second C: Connection

Making a connection with a communicated idea or message.
The Third C: Credibility

The quality of being trusted and believed in. The audience needs to believe who is saying it, what is being said,
and how it is being said.
The Fourth C: Contagiousness

The audience should understand the message and spread it. To be contagious, a message has to be energetic,
new, different, and memorable.
THE ROLE OF BUSINESS COMMUNICATION
IN MARKETING
• Understanding the Role of Communication in Business
It’s no secret that communication is an essential part of every successful organization. In the
marketing department, business communication is used.
• Creating Successful Strategies

Internal communication between employees is critical to developing effective marketing
strategies.
• Understanding Audience Needs

A critical role of communication in service marketing and product marketing is identifying
the target audience.
• Sharing Innovative Campaign Ideas
Creative and engaging ideas are the foundation of a successful marketing campaign.
• Boosting Team Engagement

Business communication plays a major role in the way employees socialize at work. While much of
their interaction at work is professional, employees also develop friendships with the people they spend
several hours with each day.
INTEGRATED MARKETING COMMUNICATIONS (IMC)
• It ensures that all forms of communications and messages are carefully linked together.
• It aims to ensure the consistency of the message and the complementary use of media.
• Integration of all marketing tools approaches and resources within a company which maximizes impact on the consumer mind resulting in
maximum profit at minimum cost.
IMC Tools
• The eight major Integrated Marketing Communication tools are as follows:-
• Advertising
• Sales Promotion
• Personal selling
• Public relation
• Direct marketing
• Events and experiences
• Social media
• Mobile marketing
HOW TO HAVE AN EFFECTIVE
INTEGRATED MARKETING
COMMUNICATION
Identify Different Marketing Communication Methods
• Determine the various marketing communication.
• Consider your target audience
• Determine what channels are most relevant for your specific campaign.
Develop a Marketing Communication Plan

• Develop a comprehensive plan to execute on your marketing Initiatives. In order to do this, you need to focus on
three primary items:
• Audience: Determine the buyer persona for each of your marketing methods.
• Content: Define the content that will speak to your audience the most effectively
• Cadence: It's important to understand how often people like to receive information
Understand the Customer Decision-Making Process
Understand what makes customers decide to buy a product or service, and then discover why they would
decide to buy from you.
Implement Your Marketing Communication Plan
Here, are some steps to help you implement your plan and see the results.
• Calendar: Make sure that you are using a calendar to know what content is being sent at what time
to prospects, and on what channel.
• Analyze: Continue to monitor the needs of your prospects, focusing on the capabilities of your
product or service that solve their problem, and generating audience excitement.
• Stay on Top of Trends: Always stay ahead of the curve to find new ways to make your marketing
communication strategy.
COMMUNICATION STRATEGY FOR
MARKETING
What does communications strategy for marketing mean?
Marketing communications strategy is the strategy used by a company or individual
to reach their target market through various types of communication.
Some of the Strategies used are:

1)Public Relations :Public relations consists number of programs to protect
company’s image and its particular product image.
2)Promotion: Promotions refer to the entire set of activities, which communicate the
product, brand or service to the user.
3)Blogging: Blogging has emerged as a useful function in marketing communication
strategy for an industry which is cost effective and may pay dividends in the long run
while the growth may not be explosive.
4)Brand: A brand is identification of a product. It can be in form of a name, symbol,

design etc. It makes people aware about the product.
CONCLUSION
Communication is the main aspect of any business or day to day life to

maintain a good relationship.
Business communication is a huge part of marketing because it’s about
value creation and changing consumer perceptions through companies
brand. The role of business communication in marketing allows people to
understand and satisfying their needs and fulfillments of material within
the business purposes.
A good marketing project will never work without a good
communication.
REFERENCES

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TERM 1

1. Aldin Mullakkara R-20-02

Effective Communication is supplementary to marketing. It makes marketing campaign

What is business communication?

• Presenting options/new business ideas

What is effective marketing?

Marketing effectiveness is about increasing revenue.

There are 4 main types of communication

• Internal Downward Communication: From a manager to a subordinate within a

• Internal Lateral Communication: Among the employees within a company.

• External Communication: With external parties outside a company.

• The 4Cs model is a useful tool for objectively evaluating the

• The 4Cs Model was originally developed as an assessment tool for

• It‘s called the 4Cs Model, which stands for Comprehension,

The Second C: Connection

The Third C: Credibility

The Fourth C: Contagiousness

• Creating Successful Strategies

• Understanding Audience Needs

• Boosting Team Engagement

Develop a Marketing Communication Plan

Implement Your Marketing Communication Plan

Some of the Strategies used are:

4)Brand: A brand is identification of a product. It can be in form of a name, symbol,

Communication is the main aspect of any business or day to day life to

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