Course Content
1. The elements of communication
2. Internal communication plan
3. Metrics
4. Conclusions
Communication 4.0 represents a challenge due to the enormous speed of digital transformation. We have reviewed external communication processes with an emphasis on the digital tools needed to effectively communicate our ideas and reach our target audience, stressing the creation of Twitter, Facebook, LinkedIn, and Instagram. We have also seen the need for a digital marketing strategy that allows us to define our objectives and the subjacent principles that govern any marketing proposal. On the other hand, we have seen the creation of an internal communication plan, highlighting the most remarkable features and the need for open and fluid communication between employees. We closed our module with a brief approach to social media metrics to evaluate the effectiveness and efficiency of our communication strategies. In short, we focused on practical creation, promoting a step-by-step vision of development and implementation. We hope this module can contribute to achieving your goals and help you to lead your future communication strategy. Remember that adaptation is a fundamental competence of the creation process and, therefore, we want to encourage you to be updated on the trends of communication 4.0 and to make the most of your efforts.
Difference between marketing and sales
Marketing refers to finding the desires of people / customer and satisfying them. It revolves around the needs and interests of the consumer. It is a broader term that consists of a number of activities, such as first identifying the market, customer needs, developing the product to meet the customer’s need, setting the price, and then selling the product to the customer. The customer is the very purpose of the business. Marketing aims to turn customers’ needs into products. In marketing, customer satisfaction is the main reason and is more oriented towards the foreign market. It is based on an outside-in perspective (Jena, 2020). The costumer is considered the very purpose of the business*
Sales refer to creating products and selling them to customers. It revolves around the needs and interests of the seller. It represents only an integrated part of the marketing process, because its sole purpose is to manufacture the products first and then sell them to the customer. It is oriented towards the sales volume, not too concerned with customer satisfaction. It sees the customer as the last link in the business. The purpose of the sale is to convert the product into cash. In sales, selling is the main reason and is more company-oriented. It is based on an inside-out perspective (Ibidem).