Syllabus
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Course Code: IMS-904 Course Name: Marketing - Integrated Marketing Communication |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Communication – Meaning, Process, Significance in Organization, Integrated Marketing Communication, Marketing Communication Mix, Nature of Different Marketing Communication tools, Consumer Behaviour Perspective. | |
| 2 | Advertising as a Tool of Marketing Communication, Definition, Objectives and Functions of Advertising, Social, Ethical, Economic and Legal Aspects of Advertising, Advertising Agency vs. Advertising Department, A study of 5 M’s of advertising – Mission, Money, Message, Media & Measuring Advertising Effectiveness, | |
| 3 | Sales Promotion: Concept, Types, Tools of sales promotion, Growth of Sales Promotion, Strategic Issues in Designing Sales Promotion Campaign. | |
| 4 | Personal Selling as Tools of Integrated Marketing Communication, Qualities of good Sales People, Strategic Issues in Designing Personal Selling Program | |
| 5 | Direct marketing and Public Relations as Tools of Marketing Communication, Modern Tools of Direct Marketing, Developing Integrated Direct Marketing Program, Public Relations Department, Planning and Managing Public Relations. | |
