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The effectiveness of marketing communication and importance of its evaluation in an online environment.

1. Introduction

2. the current state of the slovak hotel industry, 3. literature review, 3.1. marketing effectiveness and importance of its evaluation.

• If something cannot be changed, it cannot be understood;
• If something cannot be understood, it cannot be checked;
• If something cannot be checked, it cannot be improved;
• If results cannot be measured, success cannot be distinguished from failure;
• If success cannot be seen, it cannot be evaluated;
• If success cannot be evaluated, failure is likely to be evaluated;
• If failures are not recognized, old errors will be repeated and resources wasted [ 48 ].

3.2. Effectiveness and Evaluation of Marketing Communication in the Online Environment

4. materials and methods.

• Research question 1: Do hotels assess the effectiveness of all forms of online marketing communication that they apply?
• Research question 2: Do hotels perceive the benefits of evaluating the effectiveness of online marketing communication?
• Research question 3: What metrics do hotels use to evaluate the effectiveness of online marketing activities?
• Research question 4: Is the level of metrics used to assess the effectiveness of online hotel marketing activities sufficient?
• Research question 5: Are hotels interested in implementing a new methodology to assess the effectiveness of online marketing activities?

6. Discussion

6.1. benefits of evaluating the effectiveness of online marketing communication.

• It contributes to a more exhaustive redesign of the marketing communication strategy and leads to increased trust among marketing staff;
• It leads to the integration of communication between a hotel and its customers (since elaborated effectiveness assessment procedures lead to easier communication and create a clearer picture of a business strategy), more effective communication with customers, and better targeting of online communication tools;
• It increases alignment with not only marketing goals but also business goals, marketing strategy, and employee loyalty;
• It increases the share of successfully implemented changes—revised feedback will not only increase the likelihood of success, but will also speed up the process of making the necessary changes;
• It leads to better problem prediction and optimization of online communication portfolios;
• It makes it easier for marketing staff to continuously perceive the impact of introduced changes on individual marketing processes, increasing the effectiveness of processes and working time.

6.2. Identifying the Most Appropriate Metric for the Effectiveness Evaluation

6.3. methodology of implementing roi for the effectiveness evaluation, 7. conclusions, author contributions, conflicts of interest.

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Krizanova, A.; Lăzăroiu, G.; Gajanova, L.; Kliestikova, J.; Nadanyiova, M.; Moravcikova, D. The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment. Sustainability 2019 , 11 , 7016. https://doi.org/10.3390/su11247016

Krizanova A, Lăzăroiu G, Gajanova L, Kliestikova J, Nadanyiova M, Moravcikova D. The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment. Sustainability . 2019; 11(24):7016. https://doi.org/10.3390/su11247016

Krizanova, Anna, George Lăzăroiu, Lubica Gajanova, Jana Kliestikova, Margareta Nadanyiova, and Dominika Moravcikova. 2019. "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment" Sustainability 11, no. 24: 7016. https://doi.org/10.3390/su11247016

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Conclusion and Way Forward for Marketing Communications in Emerging Economies

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• Thomas Anning-Dorson 9 ,
• Robert E. Hinson 10 ,
• Henry Boateng 11 ,
• Albert Anani-Bossman 12 ,
• Ayca Can Kirgiz 13 &
• Meenakshi Gujral 14  

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Anning-Dorson, T., Hinson, R.E., Boateng, H., Anani-Bossman, A., Kirgiz, A.C., Gujral, M. (2021). Conclusion and Way Forward for Marketing Communications in Emerging Economies. In: Anning-Dorson, T., Hinson, R.E., Boateng, H., Anani-Bossman, A., Kirgiz, A.C., Gujral, M. (eds) Marketing Communications in Emerging Economies, Volume I. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-81329-1_11

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How will Generative AI impact Communication?

This paper examines the impact of Generative AI (GAI) on communication through the lens of salience and signalling models. It explores how GAI affects both senders' ability to create salient messages and receivers' costs of absorbing them. The analysis reveals that while GAI can increase communication by reducing costs, it may also disrupt traditional signalling mechanisms. In a salience model, GAI generally improves outcomes but can potentially reduce receiver welfare. In a pure signalling model, GAI may hinder effective communication by making it harder to distinguish high-quality messages. This suggests that GAI's introduction necessitates new instruments and mechanisms to facilitate effective communication and quality assessment in this evolving landscape.

Joshua Gans has drawn on the findings of his research for both compensated speaking engagements and consulting engagements. He has written the books Prediction Machines, Power & Prediction, and Innovation + Equality on the economics of AI for which he receives royalties. He is also chief economist of the Creative Destruction Lab, a University of Toronto-based program that helps seed stage companies, from which he receives compensation. He conducts consulting on anti-trust and intellectual property matters. He also has equity and advisory relationships with a number of startup firms. The views expressed herein are those of the author and do not necessarily reflect the views of the National Bureau of Economic Research.

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Marketing vs. Communication: A Comparison of Careers and Degrees

Author: University of North Dakota July 15, 2024

Marketing and communication have been essential elements of human interaction since the beginning of civilization.

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They were the earliest means to connect and exchange goods and ideas. Communication started with simple gestures, facial expressions and vocalizations, but over time, it evolved into complex languages and dialects. 

Likewise, marketing emerged as societies began to trade and exchange goods and services, laying the foundation for commerce. However, both marketing and communication have undergone significant transformations, influenced by technological advancements and societal changes.

In light of these advancements, marketing and communication have also evolved into academic disciplines, each with its own focus and methodologies. Let's explore marketing vs. communication degrees, comparing their offerings and career prospects to determine the most suitable path for your aspirations.

Understanding the Basics

Before we begin comparing marketing and communication degrees, it's essential to establish a solid understanding of each program option. Understanding the fundamentals of each discipline will provide valuable context for evaluating their differences and determining which one best aligns with individual interests and career goals.

What is a Marketing Degree?

A marketing degree teaches strategies and methods for promoting products, services and brands to specific target audiences. Students in marketing programs learn about various areas of marketing, such as analyzing consumer behavior, conducting market research, using advertising techniques, managing brands, implementing digital marketing strategies and employing sales tactics. 

A marketing degree provides individuals with the knowledge and skills necessary for successful careers in marketing, advertising, public relations, market research and related fields.

What is a Communication Degree?

A communication degree covers a broad range of studies focused on understanding and mastering human communication processes across different contexts and mediums. Students pursuing a communication degree explore topics such as interpersonal communication dynamics, mass communication theories, digital media trends, public speaking techniques, journalistic practices and organizational communication strategies. 

A communication degree equips graduates with essential skills in effective written and verbal communication, critical thinking, media literacy and digital media production. It prepares them for career paths in media, public relations, corporate communication, journalism, advertising and more.

Academic Paths and Specializations

When examining these two fields, it's also essential to understand the diverse specializations and academic paths available to each one. Both options offer various opportunities for students to tailor their education to their interests and career goals.

Pursuing a Degree in Marketing

Students interested in pursuing a degree in marketing can specialize in various subfields based on their interests and career aspirations. These specializations may include:

• Digital marketing
• Brand management
• Market research
• Advertising
• Sales management
• International marketing

Pursuing a Degree in Communication

Regarding communication degrees, students may also choose from various specialized tracks. These specializations may include:

• Public relations
• Digital media
• Corporate communication
• Interpersonal communication

Skills Development and Learning Outcomes

Marketing and communication students often share several valuable foundational skills in both fields. For example, they develop strong verbal and written communication skills, which are essential for conveying messages clearly and persuasively and emphasize interpersonal skills necessary for building relationships and collaborating. 

Moreover, both fields emphasize proficiency with online platforms and digital marketing tools to gather data, research and understand audience behaviors and preferences. However, in addition to such skills, the two fields also require specialized knowledge and skills tailored to each domain's unique challenges and responsibilities.

Marketing Skill Sets

To have a successful career in marketing, professionals need to master the following skills and traits:

• Ability to generate innovative ideas and develop unique campaigns
• Capacity to plan and execute long-term marketing strategies aligned with business objectives
• Skills in devising sales strategies based on competitor and customer analysis
• Ability to analyze market trends and consumer motivations for purchasing
• Skills in developing and maintaining brand identity and customer loyalty
• Proficiency in implementing effective advertising and sales methods

Communication Skill Sets

On the other hand, some skills unique to communication professionals include:

• Ability to manage relationships with media outlets, craft press releases and coordinate publicity efforts
• Skill in handling and managing communication during crises or emergencies to protect organizational reputation
• Ability to confidently and effectively deliver speeches, presentations and pitches to various audiences
• Understanding of journalistic practices, including news writing, storytelling and reporting for different media platforms
• Strong interpersonal skills for building relationships, resolving conflicts and networking effectively

Career Pathways in Marketing and Communication

Both communication and marketing majors boast exceptional career prospects across a spectrum of industries. While certain roles overlap, each field typically follows its distinct career trajectory.

Exploring Marketing Careers

Marketing graduates have access to diverse career opportunities across industries and sectors. They may pursue roles such as:

• Marketing manager
• Brand manager
• Advertising executive
• Market researcher
• Digital marketing specialist
• Sales manager

Exploring Communication Careers

Communication graduates can explore a wide array of career paths in media, public relations, corporate communication and beyond. They may pursue roles such as:

• Public relations specialist
• Corporate communicator
• Social media manager
• Content creator
• Event planner

Career Prospects: Salaries and Job Outlook

While marketing generally presents higher earning potential, both areas are crucial in meeting the demands of modern businesses and are expected to maintain their relevance in the foreseeable future.

Marketing Career Prospects

Marketing encompasses various roles, each with its own salary range and growth trajectory. According to the Bureau of Labor Statistics (BLS), advertising, promotions and marketing managers earn a median annual wage of $138,730, reflecting the field's lucrative opportunities. 

With a projected 6% growth rate, marketing professionals remain in demand as organizations invest in reaching and engaging target audiences.

Communication Career Prospects

Similarly, communication professionals contribute to organizational success through effective messaging and relationship-building and, therefore, remain promising. The BLS reports a median annual wage of $67,440 for public relations specialists , highlighting the rewarding nature of communication careers.

With a projected 6% employment growth, businesses recognize the importance of strategic communication in shaping public perception and maintaining brand reputation.

Synergies Between Marketing and Communication

Think of marketing as a company's voice. It's all about getting the word out about products or services through carefully planned messages that tell people why they should buy something or use a service. 

On the other hand, imagine communication as the bridge between a company and the people it wants to reach. This field focuses on building strong relationships and connections with customers, employees and the community. It's about listening to what people have to say and making sure they feel heard and valued.

When the two work together, magic happens. Marketing creates the messages that grab attention, while communication ensures that those messages resonate with people on a personal level. This collaboration helps shape how people see a company or brand, making them more likely to trust it and want to be a part of it. 

Marketing vs. Communication: Which Degree is Right for You?

When deciding on which degree path to follow, it's crucial to understand the distinct yet complementary roles that marketing and communication play in the professional world. But, more importantly, you should consider how these roles align with your interests and career goals. 

If you're passionate about understanding consumer behavior, creating compelling messages and implementing innovative marketing strategies, then a marketing degree might be the right choice for you. On the other hand, if you enjoy crafting narratives, storytelling and engaging with people through various channels, a communication degree may be a better fit.

Ultimately, it all depends on your interests, strengths and career aspirations. Remember that if your passions lie at the intersection of both disciplines, you can also pursue interdisciplinary roles that leverage the strengths of both fields.

To summarize, the key difference between marketing and communication lies in their respective focuses. However, both fields can offer exciting opportunities for personal and professional growth. 

At UND, we take pride in our commitment to excellence, as evidenced by our recent recognition with six prestigious Best of District VI Awards from CASE . This accolade highlights our dedication to delivering top-quality education across all facets of marketing and communication, from photography to writing.

We offer a Marketing degree that will teach you the art of strategic storytelling or a Communication degree that will help you master the art of connection. Additionally, our Communication department offers a range of specialized options to further tailor your education. So, join us and transform your passion into a rewarding career with the help of our expert guidance and resources.

Can you go into marketing with a communication degree? ( Open this section)

Yes, individuals with a communication degree can pursue marketing careers by leveraging their skills in strategic messaging, relationship-building and understanding audience behavior.

Why should I major in marketing? ( Open this section)

Majoring in marketing offers the opportunity to develop strategic planning, market analysis, branding and promotion skills, preparing you for diverse career paths in a dynamic and evolving field.

Why should I major in communication? ( Open this section)

A major in communication provides essential skills in effective messaging, interpersonal communication, media literacy and public relations, preparing you for careers in diverse industries where clear communication is crucial to success.

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July 17, 2024

VCU Quest Fund provides grants to 21 faculty-led projects that target society’s biggest challenges

Transdisciplinary research teams are pursuing advances in health, engineering, the environment, homeland security and more.

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By Emily Komornik Office of the Vice President for Research and Innovation

Faculty-led research projects ranging from developing therapies for cancer and opioid withdrawal symptoms to creating artificial wetlands for sewage treatment in urban settings are among the 21 projects that have been awarded funding from the 2024 Virginia Commonwealth University Quest Fund.

The fund, administered by VCU’s  Office of the Vice President for Research and Innovation ,  addresses major societal challenges through the support of transdisciplinary pilot and existing projects led by university researchers.

The Quest Fund was developed to afford VCU faculty an internal funding opportunity to support new, emerging or continuing research. Since 2014, when it was originally named the Presidential Research Quest Fund, it has supported more than 100 projects, with past recipients continuing their projects and applying for additional funding beyond VCU so their work can expand, with the eventual goal of translation to practice or market. With Quest Fund investments reaching over $3 million, its supported projects have garnered millions more in state, federal, private and industry funding. 

“The VCU Quest Fund mechanism has transformed to one of the OVPRI’s largest internal funding opportunities, with 10 years of investments and projects funded,” said P. Srirama Rao, Ph.D., vice president for research and innovation. “The impact of these projects has the potential to truly save millions of lives and benefit our society for future generations.”

The 2024 grant recipients/principal investigators from the VCU Quest Fund and their research projects are:

• Courtney Holmes, Ph.D., associate professor of rehabilitation counseling in the College of Health Professions, and Tiffany Kimbrough, M.D., co-PI and associate professor of pediatrics in the School of Medicine, for the project “Project Thrive: A Needs Assessment of Families in the Complex Care Clinic.”
• William Song, Ph.D., professor of radiation oncology in the School of Medicine, for the project, “Enhancing Precision and Safety in Brachytherapy for Cancer Treatment: In-Vivo Dosimetry Using Novel Scintillation Detectors.”
• Sarah Braun, Ph.D., assistant professor of neurology in the School of Medicine, for the project, “C-SMART for Patients with Primary Brain Tumors: A Feasibility and Acceptability Pilot of a Novel Neuropsychological Intervention.”
• Todd Kitten, Ph.D., professor of oral and craniofacial molecular biology in the School of Dentistry, for the project, “Characterization of a Novel Circular RNA Element in Streptococcus Sanguinis.”
• Robin Everhart, Ph.D., associate professor of psychology in the College of Humanities and Sciences, for the project, “Using EMA to Identify Targets of a Tobacco Prevention Program for Black Youth with Asthma.”
• Christine Cynn, Ph.D, associate professor of women’s studies in the College of Humanities and Sciences, and Michael Dickinson, Ph.D., co-PI and associate professor of history in the College of Humanities and Sciences; for the project, “Afterlives of Medical Racism: East Marshall Street Well Oral History and Memorialization Project.”
• Brooke Dexheimer, Ph.D., assistant professor of occupational therapy in the College of Health Professions, and Dean Krusienski, Ph.D., co-PI and professor of biomedical engineering in the College of Engineering, for the project, “Altering Sensory Perception in Virtual Reality to Elicit Naturalistic Movements.”
• Tracye Proffitt, Ph.D., assistant professor of adult health and nursing systems in the School of Nursing, for the project, “Tracking the Trajectory of Physical Recovery: A Study Examining Physical Impairment in Survivors of Critical Illness.”
• Paul Kline, Ph.D., assistant professor of physical therapy in the College of Health Professions, for the project, “The Role of Visual Attention and Environmental Complexity in Real-World Mobility for People with Lower Limb Amputation.”
• Christopher Whyte, Ph.D., assistant professor of homeland security in the L. Douglas Wilder School of Government and Public Affairs; David Webber, Ph.D., co-PI and associate professor of homeland security in the Wilder School; and Ugochukwu Etudo, Ph.D., co-PI and assistant professor of information systems in the School of Business, for the project, “Finding Fair Weather Foes: Using Ontology-Based Deep Learning Models to Map the Interaction of White Supremacists and Malign Foreign Information Operations.”
• Maysaa Al-Mumin, assistant professor at VCUarts Qatar, for the project, “Shubak: A Short Animated Film.”
• John Freyer, associate professor of photography and film in the School of the Arts, for the project, “Recovery in Practice.”
• Helena Fetter Filippini, Ph.D., assistant professor of endodontics in the School of Dentistry, and Sidney Negus, Ph.D., co-PI and professor of pharmacology and toxicology in the School of Medicine, for the project, “Development and Validation of a Model of Dental Pain-Induced Behavioral Depression in Mice.”
• Hamid Akbarali, Ph.D., professor of pharmacology and toxicology in the School of Medicine, and Paul Whiteaker, Ph.D., co-PI and professor of pharmacology and toxicology in the School of Medicine, for the project, “Role of Lynx1 Prototoxin in Opioid Withdrawal.”
• Joshua Rodenberg, head of Innovative Media Studios at VCUarts Qatar, for the project, “Arctic Resonance: Exploring Oceanic Oscillations through Sonic Artistry.”
• Shruti Syal, Ph.D., assistant professor in the L. Douglas Wilder School of Government and Public Affairs, for the project, “ACWUS: Artificially Constructed Wetlands for Urban Sewage Treatment.”
• Martin Safo, Ph.D., professor of medicinal chemistry in the School of Pharmacy, for the project, “Novel Nitric Oxide Releasing Antisickling Aromatic Aldehydes for Sickle Cell Disease Therapy.”
• Tawnya Pettiford-Wates, Ph.D., professor of theatre in the School of the Arts, for the project, “Developing a Certification Framework for Performers and Practitioners in Ritual Poetic Drama (RPD): A Community Engaged Approach.”
• Christine Spence, Ph.D., assistant professor of early childhood special education in the School of Education, for the project, “Investigating the Unique Balance Between Fidelity and Flexibility in Early Intervention Service Delivery.”
• Hongsheng Zhou, Ph.D., associate professor of computer science in the College of Engineering, for the project, “Scalable Private Set Union with Best Possible Security.”
• Thomas Cropp, Ph.D., professor of chemistry in the College of Humanities and Sciences, for the project, “Genetic Encoding of AGE Modifications.”

To learn more about the VCU Quest Fund as well as additional internal funding opportunities under the One VCU Research Strategic Priorities Plan, visit the  plan website .

To find external funding supporting knowledge creation in and across all disciplines, visit the  OVPRI funding page .

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