Integrated Communication in the Marketing of Lifelong Learning Programmes

Position Paper on Communication INTEGRATED COMMUNICATION IN THE MARKETING OF LIFELONG LEARNING PROGRAMMES Simona Roxana ULMAN1, Krisztina Melinda DOBAY2 1Dissemination expert, PhD, „Apollonia” University of Iaşi 2Scientific researcher, PhD, Romanian Academy, Iasi Branch, “Gheorghe Zane” Institute for Economic and Social Research Corresponding author: [email protected] Abstract advertising, branding, graphic design, promotion, The aim of the paper is to present a case study on the publicity, public relations and so on. Its marketing of lifelong learning programmes. The first part fundamental purpose is to build up and explores the concept of Integrated Marketing consolidate the brand, being considered to be the Communication from a theoretical perspective. In the second part, some general aspects regarding lifelong only way to create and sustain its competitive learning are analyzed. Finally, we illustrate how these two advantages (Mihart 2012, 122). concepts were materialized in an implemented project. Keywords: Integrated Marketing Communication, Lifelong Learning, PECAFROM project, assessing needs, Individualized 2. EVOLUTION OF INTEGRATED Career Development Plan. MARKETING COMMUNICATION (IMC), ACTUAL PERSPECTIVES AND ITS MAIN 1. INTRODUCTION FEATURES Facing a continuous increase of complexity of The concept of integrated communication in products, services, lifestyles, to market marketing, emergent in the late twentieth fragmentation, competition growth, to people’s century, registered a significant evolution, feeling that time is more and more precious, if including aspects of understanding and considering the increased segmentation of acceptance of its basic principles and gaining its consumer tastes and preferences and also the notoriety among theoreticians and practitioners. progress of customers requirements, who become Kitchen et al. (2008, 531) sustained that “the more and more interested in quality, concept is still in academic and professional communications in marketing strategies become development” and this statement can be assumed of central importance for the achievement of all even now, especially referring to the practical institutional objectives had in view. This business area. This continuous progress is given challenging environment involves a more by the fact that the concept has all the necessary difficult task for marketing specialists, that of characteristics to be in the center of the academic fulfilling customer needs and of developing research area, but also in the business zone, strong positive relationships with the internal where the research results are put into practice. and external publics. In this respect, all As Kitchen and Schultz (1999, 2000) sustain, organizations, regardless of their object of “IMC is undoubtedly the major communications activity, use different marketing communication development of the last decade of the 20th tools in order to promote their products/services century”. In the early 1980s, the concept of and to achieve their general and specific goals. integrated marketing communications was an In accordance to the American Marketing unrecognized paradigm, the theory and practice Association, on its official web page (American of advertising, sales promotion, publicity etc., Marketing Association, 2016), marketing being always approached in a separatist manner communication is an all-encompassing term, as or as individual disciplines (Kitchen et al. 2004). it covers marketing practices and tactics including Integration of the marketing communications International Journal of Communication Research 67 Simona Roxana ULMAN, Krisztina Melinda DOBAY was first seen as a simple coordination of For Keller (2001, 823), “marketing promotional tools. This perspective was later on communications represent the voice of a brand enlarged, the concept being now viewed as a and the means by which companies can establish complex strategic process which contributes in a a dialogue with consumers concerning their profound way to the achievement of the objectives product offerings”. Consequently, the integrative of an organization. In this respect, Kitchen et al. aspect applied to the marketing communications (2004) sustain that integrated marketing represents “one sight, one voice” of a brand, communication has evolved from a simple including the complementary means which inside-out device that brings promotional tools transmit constant, consistent and homogenous together up to a strategic process associated with information about the company and the offerings brand management. Its complexity is given by to its publics. This does not mean that an the relatively recent approach from literature, organization should only work with a single according to which integrated marketing message or with a single unifying brand. An communication works specifically through all integrated approach encourages multiple targets the four classic elements of the marketing mix: and enables to achieve synergy of different brands, product, price, placement and marketing communication messages, and functions within communications (Mihart 2012, 121). This one company (Kitchen and Burgmann 2010). approach reveals that the integrated position The main features of the integrated marketing must be adopted not only for the last element (i.e. communications identified in the literature (Shimp marketing communications), but also for the 2000; Kitchen et al. 2004; Shimp et al. 2010; Kitchen entire marketing mix. In this way, the integrated and Burgmann 2010; Mihart 2012) can be marketing communication appears as a holistic synthesized as: concept that includes the product, price, 1. The process is an outside-in approach, so it placement and promotion policies in order to is recommended to start with the customer or offer an unified image, with complement and prospect information about the customers, their uniform messages or, in other words, wants and needs, while other background data communicating with the same voice in all related to them should be obtained during the circumstances under which the organization planning process. meets its targeted audience. On this line, the four 2. IMC uses all forms of communication and important components of the marketing strategy all sources of brand or company contacts as support each other, “providing clarity, prospective message delivery channels. consistency and maximum communications 3. The concept is the advocate of the need for impact” (Schultz 1993, 17) and, in this way, create synergy or the principle of one sight, one sound or better results in a cost-effective manner. It seems one voice to achieve a strong brand image. obvious that this strategy determines a correct 4. IMC requires that successful marketing understanding of the punctual messages and of communications need to build a relationship the general image of an organization, while also between the brand and the customer. creating easier paths to obtain the desired 5. The final aim of integrated marketing reaction of the target group. This means that an communications is to affect behavior through integrated marketing communication creates the directed communication. premises for an effective marketing strategy, “becoming standard for marketing organizations, 3. LIFELONG LEARNING – GENERAL agencies, and the academic community” (Kitchen ASPECTS et al. 2008, 531). Accordingly, the integrative model should replace or diffuse with limited focus promotional tools in order to develop a Lifelong learning is a central socio-political complex strategy initiated and maintained by the concern and has been a focus of European implication of the upper-management, using the educational policies since 2000 (Lüftenegger continuous dialogue with customers through all 2012, 27). The concept is not new. In the 1960s, the points of contact for enhancing relationships. the discourse about lifelong learning has already 68 Volume 6 • Issue 1, January / March 2016 • INTEGRATED COMMUNICATION IN THE MARKETING OF LIFELONG LEARNING PROGRAMMES begun (Klug et al. 2014, 120). Frequent changes individuals, institutions and on the entire in occupational and technical processes from economy, enhancing the level of individual, the labor market affect and complicate institutional and national competitiveness. individuals’ work requirements, imposing permanent adjustments and further qualification 4. LIFELONG LEARNING PRINCIPLE (Schober et al. 2007). Thus, the notion of lifelong AND INTEGRATED MARKETING learning becomes a social and institutional COMMUNICATION PUT INTO reality and begins to figure prominently in the PRACTICE - PECAFROM PROJECT concerns and problems of organizations (Tuijnman andSchuller 1999). Lifelong learning refers to “all learning The “Promoting Equal Opportunities in activities undertaken throughout life, with the University and Academic Career for Women in aim of improving knowledge, skills, and Romania” Project (PECAFROM - SOP competence within a personal, civic, social, and/ HRD/144/6.3/S/127928) was co-financed by the or employment-related perspective” (European European Union, from the European Social Fund Commission 2001, 9). These activities are based through the Sectoral Operational Programme on the correlation between the learning act and Human Resources Development 2007-2013, the labor market. Taking this principle into Priority Axis 6 Promoting Social Inclusion, Key consideration, the continuous professional area of intervention 6.3: Promoting equal development represents an additional chance for opportunities

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