| Module |
Course Description |
Hrs. |
| I |
Introduction: Overview of Marketing Communication, Role ofIMC in Marketing Process, Factors affecting the Marketing Communication Mix, Integrated Marketing Communication Tools, Models of Consumer Responses. |
5 Hrs. |
| II |
Advertising: Objectives of Advertising, Role of Advertising in the Marketing Process, Types of Advertising, Advertising Planning. |
5 Hrs. |
| III |
Advertising Budgeting and Advertising Agency:Advertising Budgeting Methods, Advertising Agency Functions and Types. Departmentalization and Remuneration, Criteria for Selecting the Agencies, Client-Agency Relationship. |
5 Hrs. |
| IV |
Creative Strategy: Creativity in Advertising, Creative Process, Creative Strategy-Appeals and Execution Styles, Advertising Copywriting, Copy Principles for Print Advertising and Broadcast Copy, Advertising Art-Layout-Functions and Types. |
6 Hrs. |
| V |
Media Planning and Scheduling: Overview of Media Planning, Establishing Media Objectives, Evaluation of Media Mix -Print, Broad Cast (T.V. & Radio), Cinema, Outdoor, Direct Mail and Internet, Developing and Implementing Media Strategies, Media Scheduling. |
6 Hrs. |
| VI |
Sales-Promotion, Direct Marketing, Personal:Selling: Sales-Promotion Objectives, Consumer-Oriented Sales Promotion Tools, Trade-Oriented Sales Promotion Tools, Designing the Sales Promotion Program. Direct Marketing Objectives, Benefits and Elements. Personal Selling Objectives, Strategy and Process. |
6 Hrs. |
| VII |
Event, Public Relations, Interactive Marketing:Key Elements of Events and Sponsorship, Concepts of Promotion and Pricing in Events. Public Relations Meaning, Objectives, Tools of Public Relations. Interactive Marketing and Social Media Marketing -Meaning, Components. |
4 Hrs. |
| VIII |
Monitoring, Evaluation and Control: Measuring the Effectiveness of the Promotional Program Evaluating the Social, Ethical and Economic Aspects of Advertising and Promotion. |
