Critical analysis of communication and promotion mix

Critical analysis of communication and advancement mixThe aim of this report is to analysis and evaluation of communication and promotional mix in scathe of marketing. First of all, the report will focus on communication and promotional mix and how the University of derby hat, Buxton transmit with scholarly persons. Secondly, the power will discloseline communication, promotional mix and marketing. therefore finally, the report will provide recommendation and conclusion. There atomic number 18 contrastive ship canal of communication in terms of marketing communication or in-person communication and perpetuallyy author delimitates communication indifferently. According to Looy et al (2003, p.89) define personal communication as the oral presentation and or demonstrations to virtuoso or much than (potential) buyers for the final purpose of making sales. On the other hand, Cleary (2009, p.2) define communication as is the process of creating meaning between two or more p eople through the expression and interpretations of massage. According to shank (2004, p.350) he define promotional mix as is the consists of advertising, personal change, public relation and sells promotion. According to Kotler and Armstrong (2008, p.5) define marketing is the process by which companies create value for nodes and build strong customer relationship in order to capture value from customers in return.The University of Derby, Buxton is aiming how to communicate with student very well and efficiently. In doing so the University of Derby Buxton (UDB) is urging students to write a report that, how the university of derby can do well in terms or communication and promotion and in any case how to attract the interest of student. Furthermore, it also aims the students with opportunity to contribute its plans to develop existing resources and recommendation.1.1 Mission statementThe University of Derby Buxton provides the best of program to all students who desire to study there. The mission statement is to be the learners first choice university for quality and opportunity (www.derby.ac.uk, 2010).2. ServicesThere is different definitions s of table expediency. According to Gronroos (1990, p.27) quoted by Looy et al (2003, p.11) define service as a service is an activity or series activities of more or slight intangible nature that normally, but not necessary, take place in interactions between the customer and service employees and/or physical resources or goods and/or trunk of the service provider, which are provided as solutions to customer problem. In the other hand,University of Derby Buxton has an effective way of communication in terms of student wanting to follow to the university .nevertheless, is also important to organisation as a whole. Therefore, the university use a variety of promotional tools, much(prenominal) as advertising, public relation, direct marketing, personal selling, promotion and added value approaches worry events, sponsorship, pop material and merchandising.2.1 The 7ps and 4PsIn marketing there are service that company or organisations consider in terms of selling their growth. In service marketing there are 4ps and 7ps. According to Nargundkar (2006, p. 45) said, the 4ps consist of product, price, place and promotion babes on which the majority of product marketers conceptualise and implementing their market plans. On the other hands, according to shilbury et al (2009, p.4) gave a brief description of the 7ps. And the 7ps consist of service marketingProduct to ensure that product changes provide benefits to the customer (includes identifying the echt product. the University of Derby Buxton (UDB) makes sure they offer and provide the best service for the on campus and off campus student.Price ensure that the product is priced at a level that reflects customer value. The university makes sure that they do something good for the student.Place distributes the product to the right place at the right time to allow ease of purchase.Promotion communicate the product ability to satisfy the customer through advertising personal selling, sales promotion, sponsorship, public relation and promotional licensing. The University of Derby, Buxton (UDB) promote their university through communication for showcase one way or two way communications.Physical evidence is the visual and / or tangible clue of the service product, such as the design and contractors of the facility, and in general enthusiastic approach. Student can touch or feel the university until they control actually come to the university to experience it.Process the represented of the marketing and trading operations function and therefore afflict real time service delivery and quality.People are responsible for delivering the event and are major distinguishing quality factors in the consumption process. The lecturer make sure they deliver the right service or lectures to all student who are studying in the university d Derby, Buxton.2.2Characteristics of a serviceMany organisations do have service element to the product they offer or sell e.g. MacDonald sell physical product. In other words, customers are expecting or concern about the quality of their service. The University of Derby Buxton (UDB) provide best service for the student. According to Gronroos quoted in Looy et al (2003, p. 11) suggests that service can be define as an activity or series of activities of a more or less intangible nature that normally, but not necessarily, take place in interactions between the customer and service employees and /or physical resource or goods and /or systems of the service provider, which are provided as solutions to customer problem. In other words, not all service is the same, for example De Montfort University (DMU) has different way of delivering service to their student. In service marketing there are different characteristics. According to (Jobber, 2009, p822,-825) said service characteristics areIntangible Services are that cannot be seen, tasted, touched smell until before they are bought. This service is hardly to touch or feel and also difficult for customers or student to know or evaluate before buying the product. In other words, relating to university of Derby, Buxton (UBD) student will not know how the university is like until they have actually come to the campus to study.Inseparability is a physical good, service have a inseparability that they have simultaneous production and consumption. E.g. haircut and medical operation Perishability is a service their Perishability in the sense that consumption cannot be store for the future.Variable is a service quality may be subject to considerable validity, which makes standardization difficult.2.3. implication for promotionSignificance of promotion can be the brand name of the product, The University of Derby, Buxton (UDB). In other words, student came to university of Derby, Buxton (UDB) because of the quality of se rvice precious student has ever had when they were studying here.2.3. BrandingAccording to Kotler et al (2006, p.3) define branding as is about taking something common and improving upon it in ways that make it more valuable and meaningful. The University of Derby, Buxton (UDB) has competitors so they make sure they distinguish their product from other competitors out there. Additionally, they want to develop the service for student and also the university support their logos. Furthermore, student who comes to University of Derby, Buxton (UDB) has a trust. According to Jobber (2010, p.307) define trust as consumers tend to trust strong brand3. Communication, marketing and promotion to studentThe university uses different ways to communicate market and promote students. The university listens to student and keep them informed.3.1 Student needsAs the government increasing the fees for student, there will be more issues for student, for example student will drop of from school because they cannot afford to payback. In other hand, there will more implication for that.As of 2010/2011 a historic period university instruction costs up to 3,290 so the cost for three years will bring the total to 9,870Accommodation for a year can cost as much as 150 a week or as little as 65 depending on where you live so you could pay as much as 9,360 for 3 years accommodationEating properly for students is last on their list and this is where a lot of money is wasted. If they learnt to cook the easiest meals, they could keep open money. The average cost of food for 3 years can be 2,880Depending on the contract of accommodation, bills may be included but things like strait and internet access may not so budget another 1,080 for three years worthIf your child gets a place on campus, therefore there will be no travelling costs but if the accommodation is not within walking distance then travelling fees for 3 years could total to 2,880Clothes depending on how trendy you want them ca n cost up to 1,000 a year making is 3,000 for three yearsToiletries such as shampoo make up, body wash, hair products and creams can reach a whopping 1,800Study costs this includes books, study material, trips and stationary will quit depending on the course taken but you could spend over 800 for the course of 3 yearsSocialising everyone knows that students like to party so going out every Friday or Saturday night will be the norm. This can add a huge unnecessary cost to the budget even if you dont drink or smoke. Going to the cinema and restaurant also counts so budget up to 600 a year for this or 1,800 for three yearsThe cost for three years of university expenses totals to 33,470To make it easier, it works out 11,156 a year or 929.72 a month to send just one child to university.If you can convince your children to abide home, then obviously the costs will be brought down and the bulk of finances will go into yearly tuition fees.3.2 analysis of Pieters model3.3. one and only( a) way communication3.4Two way communication4.5. Personal communication or sellingAccording to Jobber (2007, p. 545) define personal selling as the marketing task that involves face- to face contact with customer. Most students came to university of Derby, Buxton (UDB) because of what they have heard about it or seen on their website.4. was the framework helpfulYes the frame work was helpful because the inviolate student know what everybody has in mind concerning in terms of marketing.4.1Areas for improvement4.2Planning4.3Strength4.4Limitation4.5Weakness5. Conclusion6. Recommendationthe author recommends that the university of derby, Buxton should have place for the college the further education student(FE)the author recommends add more computers to the librarythe author recommends he university has to put the graduation on the website for student to watchThe author recommends all the businesses in the Dome have to work together for example the spa.the author recommends The univers ity has to build a network relationship