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1MANAGEMENT OF MARKETING COMMUNICATIONSi!

Object iveThis course provides the student with a thorough understanding ofthe decision process involved in marketing communications. Apart fromproviding analytical skills for dealing with promotional decisions, thecourse will also provide an understanding of the conceptual as well aspractical aspects of the subject.

Modu le IIntroduction to marketing com munications, H istory of marketing

communications, Marketing Communication & Consu mer Behaviour, Roleof promotion in the marketing mix, Integrated M arketing Comm unication -Advertising, PR, Publicity, Sales Promotion, Direct Marketing, EventManagement: relative advantages and disadvantages, Internet &Marketing Communications.Modu le II

Need for Marketing Communications - Market Research, MediaOptions - Different types of Media - Comparative Advantages &Disadvantages, Media Management, Media planning, Media Scheduling,Development of a media plan, Market identification and media strategy,Me dia strategies at different stages of brand life cycle.M odu l e Ill

Introduction to creativity concept, Grow th of advertising in India,Objectives of advertising, Benefits of advertising, Types of advertising,Advertising organization, Advertising commirnication process,Construction of an advertisement, Developing and appraising advertisingmessages, Advertising media, Budgeting for advertisement programs,Research in advertising, Evaluation of advehising effectiveness andadvertising agencies, Economic & social aspects of advertising, theethical aspects of advert is ing, Trends in ~ d v e r t i s i b ~ .Modu le IV

Sales Promotion : Definition, Scope - Sales Promotion Tools -Developing sales promotion campaigns - Implementation and evaluationof sales promotion campaigns -Tre nd s in sales promotions.

revised syl lab us 2008

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