Academic Master

Human Resource And Management

The Functions Of Marcom

Marcom stands for marketing communications. It, therefore, refers to all the communications that are done to ensure that one interacts with the market. It is a combination of the different communication channels aimed at reaching the market under consideration (Begehr 2014). It takes into account aspects of channels such as advertising, promotion, personal selling, publicity, public relations, graphic design, and branding. Marcom aims to get a message to the customers in a more effective manner than a single form of communication.

The functions of marketing communication have become more integrated for various reasons. First, companies have put in place different media platforms that are necessary for their respective communication. In addition, companies have increased the skill levels of their employees to be able to communicate (Giovis 2006). Companies have the financial muscle to cater to all the costs that are involved in the integrated form of marketing communication. The fact that customers have been advancing in their lifestyles has also contributed to Marcom. This is because they can comfortably receive marketing information via electronic gadgets such as phones and televisions that they can readily afford.

Forbes writer Judy Begehr states that content marketing will determine the content to be included in the planning of the overall marketing strategy. In this regard, the content ought to determine the rest of the steps to take in marketing. Planning will, therefore, be dictated by the information provided to the market (Begehr 2014). For this reason, the intention of the marketing determines the planning from the beginning to the end. In addition, the content will determine the level of budgeting to be done. Therefore, content determines the plan to be enhanced in terms of budgeting. If the content to be delivered is quite long, the budget plan would match the same and vice versa.


Giovis, J. (2006, Sep 25). Businesses make ‘friends’: MySpace clicks with retailers using the site to create a buzz and boost in-store sales. McClatchy – Tribune Business News. Retrieved from the ProQuest database.

Begehr, J. (2014, February 3). How content will impact the future of integrated communications. (Links to an external site.)Links to an external site. Retrieved from



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